Everyone and their mother is Tweeting about the new Nielsen study. The two big headlines: Twitter is growing really fast, and it sucks as a marketing tool.
Um, was this a revelation to anyone?
Growth is obvious... Considering that the people who were skeptics in 2008 are now recruiting friends from outside the tech-and-media-audience, yeah, that seems fairly clear.
But as for marketing?
Advertising is all about eyeballs and impressions. So if you want to grow your audience, you need to put things in front of new people. Your followers aren't new people, they're people who are already interested in paying attention to you.
On the other hand, it's really good at communicating with people you know by just "throwing stuff out there," instead of having to write them directly. Last night everyone was Tweeting about the RJI flood. Everyone wants to know about that, but without Twitter, chances are whoever saw it first would not have sent a mass email out.
From a journalist perspective, I think having @komunews Tweet what's on the upcoming show is a great idea. But that's something you do as a way to communicate with your existing audience. It won't bring in new people.
The Nielsen data wasn't negative for Twitter, it just tells certain journalists/PR/marketing people that they never quite understood it to begin with.
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