So according to LinkedIn Research Network (huh?) and Harris Interactive, only 8% of advertisers and consumers think Twitter is a "very effective" promotion tool.
The only problem with this number is not that it's too low, but indeed....that it's too high by about 7.9% (rounded up to 8%)
To be fair, 50% of advertisers and 42% of Internet users think it's "somewhat effective", which is not horrible.
It's an unbelievable reversal compared to every other form of new media or emerging media, including new media itself....which continues to command a disproportionately low investment relative to the time spend against against.
PLEASE don't tell me this isn't the most egregiously overhyped shiny object since Second Life. PLEASE.
Seriously, take a deep breath and question the following:
- The percentage of your time, effort, energy and ultimately budget you're spending on shiny objects versus the alternatives
- The role you're assigning to these objectives - for example, is Twitter a promotional tool or a relationship management platform?
- Reassess what's falling through the cracks i.e. which opportunities have been neglected or overlooked in the process
Until then, feel free to retweet this as often as you want. You'll just be talking to yourselves and be sure to mention, @jaffejuice sent you.