NEWS///MEDIA///HAS TWITTER “TWATTED OUT”?
THE TWEET HEREAFTER
Just how effective is Twitter as a marketing tool? Some brands sing its praises, others think the service has whistled its last tune
By Todd Wasserman | AD WEEK
If you're a marketer who has steered clear of Twitter, your (non)strategy may be paying off! It's possible that this Twitter thing may just take care of itself.
In the middle of last year, Twitter's growth slowed from 7.8 million new users a month to 6.2 million, according to a recent study from RJ Metrics. That report also found that only 17 percent of Twitter users updated their accounts in December -- an all-time low. An earlier study by the Nielsen Co. revealed 60 percent of Twitter users do not return from one month to the next. Taking that into account, it's tempting to conclude that Twitter is following in the footsteps of another social-media ghost town, Second Life.
In fairness, the raw data may be deceptive. Twitter's proponents argue that its numbers appear low because so many people access Twitter via ways other than its Web site. But some marketers are ready to write the microblogging service off. "I'm not a big fan of Twitter," says Joel Ewanick, group vp of marketing for Hyundai. "My Twitter meter has gone down." Ewanick says he finds Facebook, which has copied most of Twitter's best features, to be a superior platform. "[Twitter has] become the butt of a joke. You start seeing in popular culture people making fun of Twitter." Geoff Cottrill, CMO for Converse, seconded that. Click HERE to continue reading...
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