Charts That Show Twitter as The Most Popular Medium Are Often Not Useful

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.

3 Responses to Charts That Show Twitter as The Most Popular Medium Are Often Not Useful

  1. OrgSpring February 15, 2013 at 10:20 am #

    I’m so happy someone is calling BS on some of these ridiculous SM statistics. I read a report by Blackbaud which everyone is sharing online, blindly, because it references nonprofits and social fundraising. The report goes so far as to tell nonprofits not to send capital campaign e-newsletter blasts on Sunday’s at 6 am because that is typically a time of low social media engagement. ¬†Really blackbaud? People in the US aren’t engaging or donating at 6am on Sunday? I’m glad I read this report.

  2. Michal Smetana February 20, 2013 at 6:15 am #

    I’m glad you pointed out that issue. There is just so much to look at in social media and generalizing it like this will give you only skewed data.

  3. lc828 March 1, 2013 at 11:11 pm #

    I agree that it’s a useless chart but don’t you think it has more to do with the fact that the majority of Facebook mentions can’t be tracked by metrics providers due to the fact that they are private?