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If A Tweet Falls In The Forest… | BrandSavant - Annotated
In traditional media we measure the audience. We have OTS estimates, exposure estimates, and we track attitudes toward the content and behavioral response related to the exposures. Social media are media too but our assessments of audience and audience reactions are severely lacking. It's time for media research to include social media.
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Sysomos today released
a study of over a billion tweets that detailed the following:71% of twitter messages fail to produce a reaction (reply or retweet)
85% of Twitter “conversations” are only one level deep
92% of retweets happen within an hour of the initial tweet – in other words,
if it isn’t retweeted within the first hour, a tweet will likely go unretweeted
(I feel a burning shame at even writing this non-word word). - Judging the platform, however, by how few (or many) individuals
respond/react to tweets would be like “measuring” the engagement of the New York
Times by how many people write letters to the Editor – or worse, judging the
circulation of the Times by this measure. -
This study gives you some new things to know, and I believe them. Here is
what you don’t know about Twitter:How many people had the “opportunity to see” a given tweet?
How many people actually saw a given tweet?
How many people saw a given tweet and could recall its message?
How many people recalled a message, and told a friend offline about it?
How many people saw a message and took some kind of offline action in
response?
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Posted from Diigo. The rest of my favorite links are here.
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