This is a blog post from Geoff Livingston, a DC communications consultant I started following after Professor Kumar retweeted him. I thought it was an interesting piece given our discussion last week on measurement and analytics. Livingston cautions that we shouldn’t place too much emphasis on the influence of Twitter (or as he puts it, “Twinfluence”). He lists some statistics supporting his point, like the fact that 87% of Americans are aware of Twitter, but only 7% are active users. Further, only 6% of American households grossing more than $75,000 use Twitter. It is important for us to remember that specific audiences are on Twitter and the effort is probably futile if those are not the people your organization is targeting.
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2 comments:
This is an interesting article but I would actually disagree with the author because he's de-emphasizing the Twitter influence with the statistics and we have to be careful because often times these stats can be misleading. First, we have 308 million people as of 2010 census and 7% is almost 22 million people, that's a LOT! Second, the growth and power of our economy is based on many people spending and most of those are actually making less than $75,000, think about your regular folk that love to shop. Third, those making $75,000 or more represent a much smaller % of our overall population, so given that Twitter users are representative of average American shoppers it would be to the best interest of companies to actually target many of the Twitter users.
I was also going to add (before I prematurely hit the send button) that the author's comment on some users on Twitter only checking their accounts every few weeks is a bit irrelevant in terms of product and services marketing as it takes most companies at least several weeks or months to deliver new products or services so if anything it gives companies time.
Also, on Facebook most users even if they are checking in with their friends daily or weekly, they are not doing the same with their companies' Fan pages, so Facebook would not have a huge advantage over Twitter even though they have more users.
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