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How Effective is Twitter as a Promotional Tool?

As overall Twitter use continues to expand, so too has the interest of advertisers for using the service as a promotional tool. However, a discrepancy exists between consumers and advertisers over the effectiveness of Twitter as a medium for promoting products and services.

While the majority of users seem to agree that Twitter is somewhat effective for promotions, it seems as if advertisers trend towards being more optimistic. In contrast, more consumers believe that the service is not effective for this purpose.

These findings show that there might need to be broader consumer acceptance of Twitter before the service can be considered an effective marketing tool.

Source: eMarketer, August 4, 2009

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