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Good to see this type of research

happyharry_z 6th Aug 2010

I wonder if the conclusion is correct though. Does a re-tweet really measure influence? The old saying that people are sheep may apply. They may be passively following the person and the content of the Tweet is enough information for the consumer. Then there's the old "the media is the message" approach. A Tweet is designed to be short, concentrated information. This is what the consumer is looking for and to attempt to engage them outside the mode of the media will not work. Maybe the conclusion is to target the consumer appropriately within the bounds of the media being used? There was this piece of hardware I remember not so long ago that allowed a user to point it at the TV and during certain content (called a mouse of some sort I think), it would guide the user to extra content on the internet. That failed too. It sounded like it would have been a winner, but the media of TV is not interactive and the technology tried to engage the end user outside the bounds of the media. Interesting stuff!