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Twitter Rates (Very) High in Clicks, But Not Much Else

Posted on 10.12.2010

A new study by marketing firm SocialTwist reveals some interesting data about how people share information on the Web. One finding in particular may prove useful for advertisers and marketers trying to identify the potential reach of the enigmatic Twitter.

Analysis of more than one million referral messages confirmed that Twitter is the most effective tool among social networking services for producing click-through rates. While yielding only a 5-percent share of the total number of referrals, Twitter averaged a very impressive 19.04 clicks per message.

In contrast, Facebook was the overwhelmingly preferred service used for sharing, gaining a 78-percent portion of all referrals – but its average number of clicks was significantly less at 2.87. Compared to other services such as e-mail (31%) and blogging (8%), the social networking sites were far more effective in producing click-throughs, accounting for more than 60 percent of the market share – a 16-percent increase in the last year.

And Twitter was the landslide leader in that category, which would appear to be a vote of confidence for the company’s push toward big-time monetization. Twitter recently rolled out its new advertising platform and declared its new CEO in charge of turning the business into a highly profitable one – a development that Twitter’s growing list of high-profile advertisers and Web marketers everywhere are eager to see come to fruition.

Meanwhile, another recent study by analytics company Sysomos revealed that 71 percent of tweets get no response at all, and that only 6 percent are retweeted, or moved forward in the engagement cycle. Of that 6 percent, 92 percent of the retweets are done within the first hour of the initial tweet. Overall, barely 1.5 percent of all tweets make it to three levels of engagement.

Twitter, however, reports that its ads average much higher levels of engagement – in clicks, replies and retweets – than standard display ads typically receive elsewhere in the industry.

Confused about the marketing and advertising potential of Twitter’s platform? You’re not alone – businesses all across the Web are anxiously watching and waiting to see what unfolds.


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