Finding the signal in the noise

What is the purpose of Twitter? Social media marketers have been trying to answer that question as they use the microblogging service to promote their brands and products.

The general wisdom is that Twitter is great for conversations and self-promotions. But critics of the 140-character medium have some support from an August 2009 Pear Analytics study of the site’s public timeline.

The marketing analytics firm placed each tweet in one of six categories, and the big winner was “pointless babble”—what Pear Analytics referred to as “the ‘I am eating a sandwich now’ tweets.” More than 40% of all tweets monitored fell into this grouping.

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