An article in the Huffington Post in April 2012 suggested that Twitter is a more effective marketing tool than email. I was reminded of that when someone asked me about Twitter recently.
You will only agree with the aforementioned article if you are cursed with two costly and career-ending weaknesses.
- You always believe what research tells you
- You have difficulty with basic arithmetic
Otherwise the piece is pure moonshine, as one of my more numerate colleagues pointed out:
“If I read it right only 7% of those questioned said they’d followed a business on Twitter.
Of those 32% would then buy.
Email got 93% saying they’d opt in with 21% then buying.
So with a mythical 1000 people:
22.4 would be Twitter buyers.
195.3 would be email buyers.
So that makes email the clear winner to me.”