Running the Numbers on Twitter

"The problem with most analysis on Twitter," says Rohit Bhargava in a post at the Influential Marketing Blog, "is that it is limited by the minimal amount of data that Twitter collects." He found some useful information, however, in a comprehensive report on Twitter usage recently released by Sysomos. Here are a few of the key takeaways Bhargava cites:

• More than 20% of Twitter accounts are empty placeholders. In other words, a fifth of Twitter's registered users have never posted a single tweet. According to Bhargava, they've likely claimed a username for later use, or signed up and never followed through.
• The magic number for followers is 150. "In a particularly interesting data point from the survey," he says, "Sysomos found that Twitter users tended to 'follow back' all their followers up until about 150 connections. Then the reciprocation rate fell off dramatically."
• A slight 5% of users generate 75% of the activity. "A steep curve of a small minority of actively engaged content creators generating most of the activity on a site is common among social networks," notes Bhargava, "but it is steeper and more pronounced on Twitter."
• Weekly activity peaks on Tuesday. The next most active days are Wednesday and Friday.

The Po!nt: You need data. According to Bhargava, the Sysomos report and others like it can help you and your brand better understand how to make the most of Twitter.

Source: Influential Marketing. Click here for the full post.

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