"Twinfluence"

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.