Sunday, July 19, 2009


With all the hype about Twitter being the next best thing since the invention of Velveeta, marketers the world over are wetting themselves as they attempt to answer to those annoying little questions asked by clients and corporate executives, such as "Who uses Twitter...and while you're at it, how do they use it and why?

Help is at hand from a Toronto-based company named Sysomos (Greek for "everything together"), which describes itself as providing business intelligence for social media. In other words, Sysomos provides analytics for social media; thus filling a critical void for any marketer tasked with integrating social media strategy and tactics within the rest of their marketing mix.

The company recently completed an extensive study to document Twitter's growth and to gain insight into how people use it. Here are a few statistical nuggets that came out of the company's analysis of information disclosed on 11.5 million Twitter accounts:
  • 72.5% of all users joining during the first five months of 2009
  • 85.3% of all Twitter users post less than one update/day
  • 21% of users have never posted a Tweet
  • 93.6% of users have less than 100 followers, while 92.4% follow less than 100 people
  • 5% of Twitter users account for 75% of all activity
  • New York has the most Twitters users, followed by Los Angeles, Toronto, San Francisco and Boston; while Detroit was the fast-growing city over the first five months of 2009...You read that right - Detroit!
  • More than 50% of all updates are published using tools, mobile and Web-based, other than
  • TweetDeck is the most popular tool with 19.7% market share
  • There are more women on Twitter (53%) than men (47%)
  • Of the people who identify themselves as marketers, 15% follow more than 2,000 people. This compares with 0.29% of overall Twitter users who follow more than 2,000 people
The study, entitled "Inside Twitter: An In-Depth Look Inside the Twitter World" was compiled by Sysomos analysts Alex Cheng, Mark Evans, and Harshdeep Singh. The complete 29-page report is available as a free PDF download at There are gobs of interesting and useful information with many corresponding charts and graphs.
If you're a marketing professional, this report can help you look and keep your pants dry in the board room.
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