March 8, 2013

As a newly minted grad student, back in 2009, Twitter was an enigma. My professors, some of whom were traditional former newspaper reporters and pro-1000 word stories, didn’t pretend to understand the point of communicating in 140 characters. And perhaps they had a point. Four years later, the media world is a different place, and while Twitter isn’t necessary for every media strategy, it’s a mistake to underestimate its influence.

Digiday recently wrote about the company’s ambitions – looks can be deceiving for this company with the cute blue bird as its logo.

It is building a powerful media company that is a threat to many of the biggest players in digital media. Its ambitions to this point have been dogged by questions of scale. Remember all those stories about Twitter quitters? No more. Two hundred million monthly active users, the company reports, are double last year’s number. But still, how many people really tweet? The company now processes 1 billion tweets every two and a half days. During New Year’s in Japan, that meant 33,000 tweets per second. Half of all Americans now see, read about or hear about tweets every day. These are facts that back up its execs’ contention that Twitter is now a “global town hall.”

Also from Digiday, here are the top stats when it comes to twitter:

  1. 400 million: tweets per day
  2. 200 million: monthly active users of the services on a 30-day basis
  3. 100 million: that figure a year ago
  4. 33,000: tweets per second in Japan during New Years
  5. 6: median number of brands users follow
  6. 95 percent: public conversations about TV shows that happen on Twitter
  7. 80 percent: users on mobile in the UK and Japan
  8. 78 percent: how much more likely mobile users are to retweet a brand
  9. 60 percent: users on mobile in the U.S.
  10. 53 percent: increase in purchase intent from users who saw a promoted tweet
  11. 50 percent: Super Bowl advertisers with hashtags in their commercials
  12. 50 percent: Americans who see, read or hear about a tweet every day
  13. 12 percent: higher the click rate for brand tweets with price in whole dollars
  14. 17 percent: higher the click rate for tweets with a question mark
  15. 1-3 percent: engagement rates on Twitter ads

There’s no doubt that there’s a segment of the population that doesn’t see the point. They might be the same people who don’t sign up for Facebook or spend free time looking at pinterest boards. To each her own.

Shameless plug – I tweet at prasadvx, click on the link in the side column and follow me!

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