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 Twitter.com
- TweetDeck is the most popular non-Twitter.com 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
If you're a marketing professional, this report can help you look and keep your pants dry in the board room.
