| Interaction | Percent |
|---|---|
| Followed a brand account | 32%/td> |
| Used a hashtag relating to a brand or advertising campaign | 24% |
| Replied to a brand or other advertiser | 21% |
| Favorited a tweet by a brand or other advertiser | 21% |
| Retweeted or otherwise passed along information or tweets from a brand | 19% |
| Taken part in a competition via Twitter | 18% |
| Other | 3% |
| None of the above | 47% |
TWITTER28: Interacting with brands on Twitter
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About the Author: Kevin Loker
Senior Director, Program Operations and Partnerships
Kevin Loker, an experienced nonprofit programming, research and partnerships professional, is Senior Director of Program Operations and Partnerships at the American Press Institute. He brings 15 years of experience in the journalism support space to the role, over a decade of which has been at API itself.
As Senior Director of Program Operations and Partnerships, Kevin organizes and facilitates programming for the Journalism Strategy team. He also supports the Executive Director and SVP in maintaining and developing relationships with collaborators, sponsors and funders that help advance API’s mission.
Since joining API in 2013, Kevin has played a role in the evolution of API’s in-person events (today API Local News Summits) and research, anchored by the Media Insight Project, API’s collaboration with the Associated Press – NORC Center for Public Affairs Research. Kevin’s research experience in journalism includes contributing to more than a dozen studies of U.S. news consumers through MIP, contributing to a major study of philanthropic funding ethics in news; surveys of journalists; and serving as the research assistant for the fourth edition of “The Elements of Journalism: What Newspeople Should Know and the Public Should Expect,” a widely used journalism textbook.
For 2023-2024, Kevin was a Visiting Fellow at the SNF Agora Institute at Johns Hopkins University. His project built upon work to reimagine local opinion journalism and philanthropy’s role in the process. His report “Philanthropy and Local Opinion Journalism: A Civic Opportunity” was published in September 2024.
Before API, Kevin worked in digital and membership services for the Online News Association. He is a former contributor to 10,000 Words, a media industry blog. Together with his wife Laura, he received a 2017 Catholic Press Association Award for an email newsletter for Catholics.
Email Kevin at kevin.loker@pressinstitute.org, follow him @kevinloker or connect with him on LinkedIn.
