In a presentation at the IAB MIXX advertising conference, Twitter’s vice president of global brand strategy Joel Lunenfeld said:
[tweetherder]88% of Twitter users follow at least one brand, and that more than half of users follow six or more brands[/tweetherder]
Twitter also studied the reasons why someone follows a brand, and as you might expect, freebies and discounts are definitely a factor. But according to Lunenfeld, people also said they were interested in getting access to exclusive or promotional content.
Dynamic Logic (from Millward Brown) measure the brand impact of online advertising, lately they’ve been getting into measuring social media and what the “value of a fan” is. They have developed their own metric called ‘FanIndex’ and then look at the impact on the brand’s appeal: