Member Avatar for MktgRob

On a number of different forums and in a few articles I have seen these statistics:

• Twitter users grew from ½ to 7 million over 12 months
• Working adults are main audience
• 35-49 year olds are 42 percent of users
• 2-17 year olds are 4 percent of users
• 62 percent access it from work
• About 60 percent of people using Twitter abandon it after a month
• Compared with Facebook and MySpace, Twitter users are disloyal

Followed by a question or a statement from the author on the future of Twitter. The statements fall along the same two lines; 1) it has reached its peak and is now dying off or 2) it is going through growing pains and will continue to thrive because of its explosive popularity.

What do you think? Personally, I am going to suggest that my clients ride this horse for all its worth. If it crashes and burns and they got some business and visibility out of it then the minimal investment was worth it. If it keeps growing and becomes a standard tool of business then they will have established their presence and can continue to benefit.

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and raised the right practical question. A conservative, test-first approach is the most defensible way for businesses to use an evolving platform: you want upside if it grows, but you must limit sunk cost if it changes.

Run a short, measurable pilot rather than a permanent full-scale commitment. Start by naming a single objective (brand awareness, traffic, leads or support) and one primary KPI. Design a 60–90 day plan with a small, fixed time and ad budget, a simple content calendar (daily micro-updates + one longer owned piece per week), and tracking (UTM links + conversion goals in your analytics). At the end of the pilot measure: impressions/reach, engagement rate (engagements ÷ impressions), click-throughs to owned pages, and conversion rate on the landing page. Use those results to decide whether to scale, pivot, or reallocate resources.

Extract value even if the platform shifts. Always drive followers to owned assets: an email capture on your site, a gated checklist, or a community forum. Archive creative and repurpose short posts into blog posts, newsletters, or other networks. Treat social as a distribution layer, not the only destination.

Plan for volatility. Maintain a multi-channel presence, document processes, and keep a playbook for community outreach and crisis messaging. If the platform's rules or access change, an owned list and reusable content let you keep momentum without starting from zero. For broader patterns in social adoption and platform churn, see the Pew Research social media overview.

Member Avatar for manomanjudotcom

I had the same question in mind.

Member Avatar for MktgRob

As Twitter is really now beginning to become a major business tool, I think that the 6th point in the list I posted has to be taken with a grain of salt when compared with points 2, 3 & 5. Additionally, I think point 7 is more of an opinion than a fact based on point 6. Give it another 12-18 months and a clearer picture of the viability of Twitter as a business tool will be known.

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