Report: Twitter followers value varies

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Confused yet? You aren’t alone. As consumers try to figure out what work with Twitter, brands and advertisers are doing the same thing. This makes the Twitter platform a little hard to understand – and follow – at the best of times. Unlike a recent report on competing social network Facebook which indicates that the most valuable fans are those who ‘like’ a brand, it seems that the value of a Twitter follower depends on the day, hour or minute the follower is logged in.

Sysomos researchers looked at the followers for celebrities, businesses in the realm and media organizations and ranked the authority of the followers following the brands. What they found was the most followers of celebrities had ‘low authority’ – meaning they do not reach or influence many ‘in the know’ types. Meanwhile the followers of social media outlets were ‘high authority’ – meaning their potential reach and influence was large.

The problem? These influencers may not be the type of influence or reach that a brand truly needs. For instance, does a conservative brand need to connect with an influencer with reach into ‘adult’ categories? And should a brand trying to reach into the ‘adult’ industry avoid making connections with a vast number of consumers with virtually no influence over the consumer marketplace as a whole.

That, of course, depends on the needs of the brand. What is important to realize, from a marketing standpoint, is that as Twitter continues to develop there will be more worth tied into all influenced circles; at this point, it may be best to simple create a Twitter presence rather than trying to figure out how best to move that audience’s other contacts.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.