Post by Whitney Heckathorne, Public Relations Research
From Conan’s “Twitter Tracker” segment on The Tonight Show, to professional sports leagues creating Twitter regulations, to even MY MOM Tweeting (I’ll spare you the link to her page), it would appear that the microblogging phenomenon has taken over.
We can see for ourselves that Twitter is popular…but how effective do people believe Twitter is in terms of promoting products, ideas and events? According to a recent Harris Poll, conducted in partnership with the LinkedIn Research Network, among those who have an opinion about Twitter, only 8% of U.S. adults and the same percentage of advertisers believe it is very effective in this realm.
Hmmm. So why do over 9 in 10 adults and advertisers doubt its effectiveness, despite its popularity?
Perhaps one reason they question its effectiveness is because it seems as though many messages flying through the Twitterverse are just “pointless babble”. And advertisers don’t want what they are selling to just be part of the noise.
Another explanation could be that perhaps advertisers assume people don’t care for the type of constant self-promotion Twitter enables. In fact, in a recent Time interview, the world’s most followed Tweeter, “aplusk” (aka Ashton Kutcher) partly attributes his success to the fact that “Ninety percent of what I post on Twitter is not about me at all. For the most part, I'm sharing other people's information.”
While good advice, how can this translate for businesses? How can companies promote themselves without… well…promoting themselves? Are we on the brink of an advertising/PR trend where members of the Twitteratti (celebrity tweeters) will be paid to endorse products, events and ideas through this medium? Or are we there and don’t even know it?
While we ponder, here’s a shameless plug to conclude the entry…more tomorrow on how different generations feel about Twitter…