Struggling with Twitter names and hashtags for one of my projects and came across this today. I recommend it.
October 21, 2010 by Pam Moore at Social Media Today
Social media provides the opportunity to connect with millions of people that we would normally not have access to. We have people following us from every walk of life, numerous countries and the list goes on.
What do we really know about our audiences? Have you taken the time to know them, understand them or connect with them.
Originally posted at mondaynote.com. Over the next twelve months, the media industry is likely to be split between those who master the Facebook system and those who don’t. A decade or so ago, for a print publication, going on the internet was seen as the best way to rejuvenate its audience; today, as web news audiences reach a plateau, Facebook is viewed as the most potent traffic booster.
If you are looking for the ultimate cyber black hole, point your browser toward Facebook. Beyond the 500 million users milestone, even more significant gravitational pull await the media industry. Here are facts to keep in mind.
Interesting analysis from comScore’s Andrew Lipsman: “When I looked at the percentage of visitors to Twitter. com who also visited the websites of some of the top online news brands and compared it to that of the total U.S. Internet audience, I found a particularly strong level of overlap.
“The average Twitter user was often 2 and 3 times as likely to visit the top online news brands as the average person. For example, while 17 percent of the total U.S. Internet audience visited CNN.com in March, more than double that percentage (38 percent) of Twitter.com visitors did so.”
They’ve re-run the numbers and Neilsen still is insisting 60% of people who sign up for Twitter abandon the service after a month. That’s the latest from the research company after questions arose concerning the study’s methodology.
The original report did not include people who use Twitter “client” apps rather than using Twitter.com.
Continue reading “Neilsen Answers Critics of Tweeter Study”
Update: Steve Safran from Audience Research & Development reports this headline might be misleading. Steve says,
“.. we have found a significant piece of user data is being overlooked – one that will surely skew the overall numbers. On the Nielsen Online Blog, David Martin, Vice President for Primary Research writes that, while Twitter has grown exponentially in the past few months, it’s having a hard time getting people to return to its site within a month. However – this raised a big question. Did Martin including the people who use Twitter via a “Twitter Client,”TwitterFeed, TweetDeck and other mobile apps to post?”
What’s the big deal? According to TweetStats, 40% of the “Top 10 Twitter Apps” are from services other than Twitter. This is the equivalent of measuring YouTube users without measuring those who watch embedded YouTube videos on other sites or mobile phones.”
Media folk are tripping over each other these days to tell their audiences how cool they think Twitter is and how deeply they are into Twitter culture. Maybe so. But here’s a fascinating fact from a new Nielsen survey: Three out of every five users who sign up for Twitter drop out by the second month. That is only a 40 percent retention rate — much lower than that for Facebook and MySpace. It makes you wonder how satisfying users are really finding Twitter.
Or, maybe the question is: How short are the attention spans of some of these users?
Here’s a link to the Nielsen study along with a nice graphic of the steep decline in second-month use: http://blog.nielsen.com/nielsenwire/online_mobile/twitter-quitters-post-roadblock-to-long-term-growth