The kids over at Information is Beautiful have put together a great infographic that looks at Twitter in several different ways and really, it’s a great shock to the system to help us all realize that Twitter isn’t as important as a lot of social media consultants and digital shops might want you to think it is. Take a look:
Seriously. Over 70% of users (which, let me remind you, is still a very small sliver of the population) aren’t active users. And, on average, only 8% of content on Twitter is considered “good.” (And yes, I know that’s subjective.)
My point? That Twitter is a drop in the bucket of word-of-mouth. That you don’t need a Twitter strategy first. You need a STRATEGY first. And maybe Twitter is an extension of that strategy. But never, ever, the center. It seems that the social media consultants have all started saying that Twitter and Facebook and Foursquare and (insert whatever platform comes out next week) are all “tools in your toolbox.” Yet most of them have no toolbox to speak of. They still all talk about the platforms – incessantly.
So start at the beginning. Look for where it hurts instead of just taking fist-fulls of medicine and hoping for the best. It’ll save you a lot of time, energy and pain.