I came across a study that HarvardBusiness.org conducted in May 2009 on the Twittering habits of 300,00 Twitter users, with surprising results. Perhaps the most interesting and surprising finding is that the top 10% of Twitter users account for 90% of Twitter’s content. This suggests that most Twitter users are not publishers, but are searchers or passive users. Many Twitter users are on the quest to grow followers, but few have a strategy to monetize. Many Twitter users are using it as a tool to pull information, turning it into a search engine of sorts.
The results of this study should give marketers caution not to invest too much time and energy on Twitter just yet without a proven business case. It’s a great tool for select purposes, but as shown in the study, only the minority of Twitter users are actively engaged to produce meaningful content for everyone else.
I have to admit…, I’m one of those that publishes once every week or so. You can follow me on Twitter: http://twitter.com/ericdudley
If you are in the 90% of people that Tweet daily, what’s your purpose, experience and results? Please comment.
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