‘Social Media Today’ Feels That Twitter’s Marketing Value Can Rest In Peace {R.I.P.}

By Chris Frerecks • May 19th, 2010

On ‘Social Media Today’ Dan Schawbel presents an interesting argument in his post ‘R.I.P. Twitter as a Marketing Platform’  for why Twitter is no longer a viable marketing platform.

Ultimately,  Schawbel feels that mass adoption and the amount of random ‘following’ that ensues buries your message deeper and deeper in an environment virtually impossible to keep up with. And that results in rapidly diminishing lead flow, which is really the point of marketing there. Right?

Something he alludes too caught my eye here about relationships, or maybe a lack thereof, and reciprocation. It parallels something we’ve said many times about what drives sustainable loyalty in the real world [= virtual world, but with real people.] See, the easier it is for someone to participate the easier it is for someone else NOT to participate. So as registrants continue to reciprocate random following, as opposed to truly valuable following [not to mention a proliferation of unpopular advertising tweets], the platform becomes unmanageable… loosing its audiences loyalty & attention; thereby undermining the marketing value proposition.

Here are some interesting stats Schawbel presents… and you can read the rest of his post here: ‘R.I.P. Twitter as a Marketing Platform’

•106 million registered users (Chirp Conference)
•Growing by 300,000 new users per day (Smash Summit)
•88% of marketers use Twitter (SocialMediaExaminer)
•71% of Twitter users don’t want to see “promoted tweet” advertising (Twitter Sentiment Report)
•88% of the connections on Twitter aren’t reciprocal (Korea’s Advanced Institute of Science and Technology)
•87% of all Americans are now aware of Twitter — up from 5% in 2008 — but only 7% of the population actually use it (Edison Research)
•7% of people are active on Twitter (Edison Research)

Comments(2) SOCIAL NETWORKING, TWITTER

Comments

By Rajeev Ranjan Singh on May 20th, 2010 at 2:58 am

Twitter is micro website and nowdays peoples are addicted to fast communication 140 words via twitter. Users want to grow here via different tools and platforms. http://www.buzzom.com

By chris frerecks on May 20th, 2010 at 10:24 am

That’s right Rajeev and no one disputes that here; however, the post profiled from Schawbel certainly cautions those using it as a mktg tool eh?

 

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