Half of Twitter subscribers have never sent a Tweet. Half of all marketers think those who have are just caught up in a fad.
MarketingVox is reporting that more than half (54%) of professional communicators think Twitter is a fad and think it will reach a plateau and decline, according to a poll by Ragan Communications and PollStream.
Other findings:
• 28% report their companies currently employ Twitter in their communications activities
• Those who do think it's a good tool for employee engagement and customer service and boosting website traffic
• 40% say they have no strategy to use Twitter in place
What's your take? I think it's horrendously over-hyped, but clearly some people like it. It's just who that's the question. A study from Participatory Marketing Network found that while 99% of Gen Y consumers (ages 18-24) have active profile accounts on at least one online social networking site, only 22% say they currently use Twitter.
Is Twitter really just about middle-aged people trying to be cool? What's your opinion?
Read more on the Ragan/PollStream study here. And about the PMN study, here.
In my upcoming book THE ON-DEMAND BRAND, I look at some of the surprisingly counter intuitive ways many brands are successfully using socnets, including Twitter. Let's just say the conventional wisdom is off completely. Find out more about the book, and how you can get exclusive updates and previews, here.
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