Germans are primarily motivated to follow brands on Twitter to interact with the brand and company, such as sharing ideas and providing feedback. However, Germans are still missing motivations around accessing exclusive content and discounts that are more common motivations for Americans. A survey of German and American Twitter users found that Germans want interaction the most while Americans are more motivated by accessing exclusive content, updates on products and services, and deals.

1. BSI Motivationsto Follow a Brand on Twitter – A German and US Twitter Analysis Brand Science Institute, 29th August 2010

2. BSI Germans primarymotivetofollowbrands on Twitter isbased on interaction – Broadaccesstoexclusivecontentanddiscounts still missing in Germany Recently German Brand Follow Motivations US Brand Follow Motivations Stay informed about brand/company activities Show support for the company and brand to others To interact with the brand/company (share ideas, provide feedback) To get updates on future products and services For education about company topics and new introductions To get access to exclusive content and brand information To get updates on upcoming sales and promotions For brand and company fun and entertainment purposes Stay informed about brand/company activities Show support for the company and brand to others To interact with the brand/company (share ideas, provide feedback) To get updates on future products and services For education about company topics and new introductions To get access to exclusive content and brand information To get updates on upcoming sales and promotions For brand and company fun and entertainment purposes n = 430 n = 1500 Source: ExactTarget 2010 for US sample/ Brand Science Institute for German sample