At The Partnership, we seek to become trusted advisors and realize we must constantly keep 
our eye on the new technologies so we can make recommendations when appropriate. Of late, I’ve have been fascinated by the “buzz” around the micro-blogging service Twitter. Earlier this year, Twitter enjoyed a 1,444% increase in members year-over-year and became the #1 global social network destination according to Nielsen Research.
I too felt compelled to Tweet and saw the average time on the site grow from 6 minutes in 2008 to more than 17 minutes in 2009. Frankly, I felt that if I didn’t Tweet, gain followers or follow someone else I would be missing out on something important.
Now, after reviewing some consumer research, it struck me that we all might pause a moment and try to uncover “the real” Twitter.
Questions I have include: Is Twitter a fad? How can a brand best use it to their advantage? How much infrastructure investment should we make to support Twitter?
Twitter is important, but I am forming the opinion it may be better positioned as a customer-service tool that helps fulfill on a brand’s promise or experience rather than as a marketing outreach tool. The following are a few data points to consider about “the real” Twitter.
- Researchers from Harris Interactive report “The media may be all abuzz about Twittering, but mainstream America is not hopping on the same bandwagon. Only 5% of Americans are currently using Twitter.”
- A recent Morgan Stanley report states “Twitter is not popular with teens” and its research found only 22% use Twitter while 99% maintain at least one profile on social network sites such as Facebook or MySpace.
- After the explosive 1,440% year-over-year growth, Nielsen Online Research reports “Twitter’s month-over-month member growth has begun to slow, increasing only 7% between April and May 2009. Time spent on the site has also plateaued.”
- Of greater concern to marketers is more than 60% of the people who sign-up for Twitter do not return the following month, according to Nielsen. Industry publication AdWeek reported “Twitter has a ‘No Return’ Policy” with US consumers.
After tweeting for a little over a year, I find there is a pretty small universe of people I really wish to follow. The following graphic does a great job of depicting my point-of-view as a follower.
So what is your opinion on Twitter?
Who do you follow? I’d love to hear about it.
The following is an update on recent developments at The Partnership-
The Atlanta Business Chronicle names The Partnership Top 25 Atlanta Marketing Services Agencies