Nearly every social media tool and research report has a chart showing brand mentions, by venue, and they almost always show Twitter as the venue with the highest volume. This is not very useful data.
Why? Twitter’s short post length make it the venue with the most posts in almost every category on the Internet. A chart like this has value if it shows twitter NOT holding the most posts for a category. THAT would be interesting because it would show that the category is not typical, and the brand will need an atypical strategy.
Anyone who publishes a chart like this is just going through the motions, and needs to kick it up a notch.