Understanding the power of Twitter means getting past the numbers


A study found that 5% of Americans follow brands on Twitter — roughly equivalent to the population of Illinois — which makes the effort companies devote to social media seem a little ridiculous, writes Jay Baer. But there’s more to social media than just numbers, Baer notes: Individual users tend to amplify messages in other media, and social platforms foster engagement far more effectively than traditional publicity tools.  Convince & Convert

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