1. BRAND TWITTER ACTIVITY REVIEW JAMES TAYLOR: jimmy@brandwatch.com | Tel: +44 (0)1273 234 290 March 2012

2. © 2012 Brandwatch | www.brandwatch.com2 Brand Twitter Activity

3. Of 258 monitored brands, 23 had no account or never tweeted © 2012 Brandwatch | www.brandwatch.com3 125 brands (about half) tweeted 50 times per week or more. In 2011, 16% of monitored brands did not tweet compared to 9% in 2012

4. Brands that do not use Twitter include Apple and 3 Mobile © 2012 Brandwatch | www.brandwatch.com4 Brand(Lack of) Activity AldiNever tweeted AppleNo Account BootsNo Account BordersNo Account BurtonNo Account Circuit cityVery Infrequent updates Freedom2surfNo Account PrimarkNo Account PrudentialNever tweeted Southern WaterNever tweeted 3 MobileNever tweeted

5. The majority of Brands use Twitter for both broadcast and engagement © 2012 Brandwatch | www.brandwatch.com5 75% BOTH BROADCAST AND ENGAGEMENT 9% NO ACCOUNT OR ACTIVITY 13% BROADCAST ONLY 3% ENGAGEMENT ONLY

6. While the majority of brands have just one Twitter account, around 35% have more than one. © 2012 Brandwatch | www.brandwatch.com6 National Rail had the most Twitter accounts (27), each of them covering a different region.

7. More and more brands have made the decision to use more than one Twitter account. © 2012 Brandwatch | www.brandwatch.com7 The proportion of brands using multiple accounts has increased five-fold. The majority of Brands still use just one account, but this figure is shrinking 9% NO ACCOUNT OR ACTIVITY 35% MULTIPLE ACCOUNTS 56% ONE ACCOUNT 16% NO ACCOUNT OR ACTIVITY 7% MULTIPLE ACCOUNTS 77% ONE ACCOUNT

8. Brand accounts are tweeting less frequently on average, than they were in 2011 © 2012 Brandwatch | www.brandwatch.com8 In 2011, half of the monitored brands tweeted fewer than 19 times per week. In 2012, half tweeted fewer than 7 times per week.

9. CONTACT © 2012 Brandwatch | www.brandwatch.com9 EMAIL: contact@brandwatch.com WEB: http://www.brandwatch.com TWITTER: @brandwatch PHONE: UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 442 04 FAX: UK: +44 (0)1273 234 291 DOCUMENT LIMITATION The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom