INTRODUCTION

From its 140-character limit to unprecedented access tocelebrities, Twitter can do things that other mediums simplycan’t. Its unique audience increased nearly 1,400% romFebruary 2008 to 2009, and 5% o U.S. online consumersare Twitter FOLLOWERS, FOLLOWING at least one brandor company. Although Twitter’s active user base remainssignifcantly smaller than other social networking sites likeFacebook,

approximately 11.5 million U.S. consumersuse Twitter on a daily basis. And these daily Twitterusers are the most passionate and inuential onlineconsumers. They play an undeniable role in the onlineecosystem—and specifcally—YOUR bottom line.

Inside this report, you’ll learn:

• The fve x-actors that make Twitter one-o-a-kind• Why Twitter users choose to engage with brands viathis channel• How to interact with your customers on Twitter• The strengths and weaknesses o Twitter—accordingto your customersFrom inuence and accessibility to interaction and versatility,Twitter is unlike any other social networking community. Andwhen all fve o Twitter’s x-actors combine, the result is anonline environment that rivals an exclusive members-onlyclub—

while only a small percentage o people are likelyto show up on a regular basis, their inuence on thelarger online culture is undeniable, even enviable.

Theconversations that take place on Twitter uel discussionsacross all areas o the internet—rom blogs and orums toproduct reviews and coupon sites—which inuence bothTwitter and non-Twitter users alike.Twitter talks, and it’s Tweeting about your brand. By revealingTwitter’s x-actors, we’ll help you understand this uniquecommunication channel, so you can develop an integratedmarketing strategy that will work across all online channels.

Twitter users are the most inuential online consumers, and their inuence spreads across all areas of the internet.

“The conversations that take place on Twitter fuel discussions across all areas of the internet–from blogs and forums to product reviews and coupon sites–which inuence both Twitter and non-Twitter users alike.”