Airbnb: Users who talk about the brand are not the people following the brand
We looked at users that interacted with Airbnb on Twitter and discovered users who follow @airbnb are much different than users that tweet about the company.
Followers
Users who follow Airbnb on Twitter like to travel, they are the users or the service. Their favorite brands include TripAdvisor, Travel Channel, and Kayak while their favorite celebrities include Richard Branson, Obama, and Oprah.
Tweeters
Users who tweet about Airbnb are more technology and business focused, they’re talking about the company’s growth and challenges. Their favorite brands include major publications like WSJ, Forbes, and the New York Times and are interested in celebrities like Elon Musk, Marissa Mayer, and Dave McClure.