Submitted by: Logan Travis
It seems like eons have passed since school began. Each of us has crammed our brains nearly full of business wisdom and is probably suffering from massive headaches. With so much knowledge, how many remember Lonnie Hodge? Here’s a link to Lonnie’s bio at Culture Fish Media with a hopefully memory jumpstarting picture. Mr. Hodge spoke to us about the significant marketing differences between the U.S. and China. He also mentioned a little website called Twitter and its role instantly spreading the news of China’s devastating earthquakes in May 2008.
I was thrilled at the power of this micro-blog (from Wikipedia: “Micro-blogging is a form of multimedia blogging that allows users to send brief text updates or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user.”) to bust through the heavily filtered Chinese media in mere moments. Lonnie so convinced me of its potential that I went home that night and signed up. However, the following morning reality set in – as it often does – as I discovered almost no one I knew had a Twitter account. How could this be? Most everyone I talked to hadn’t even heard of the site that singlehandedly announced a monstrous natural disaster to the world. Feeling unfulfilled, I resided Twitter to a decidedly non-SLO (and potentially non-American) phenomenon and let it slip into cobwebbed disarray.
Until The Wall Street Journal started talking about it.
Search “Twitter” on WSJ.com and you have to comb through thirteen pages of results to get see a 2008 date. Along the way you’ll find a How to Twitter, an article detailing (Not Quite) Earning a Living on Twitter, even a Brazilian telecommunication company advertising its new fiber optic services via a Twitter celebrity: Marcelo Tas? Not wanting to feel the utter dissatisfaction of advertising my daily activities to the void yet again, I did a little research. My search yielded information in support of two competing arguments: 1) Twitter is a populist juggernaut disseminating massive amounts if unbiased information to the world and 2) Twitter’s usage statistics don’t match its hype nor do the vast majority of users utilize its world-changing potential.
Facts Advancing Twitter as the Next Voice of the Public:
Lonnie brought Twitter to my attention with his story of the China earthquakes. He enthralled me with users spreading detailed information before most major news channels had even said word one the event. This was not a standalone event. An article in Hong Kong’s Media magazine wrote on Twitter’s role in the March 2008 Tibetan riots:
The aftermath of March’s protests in Tibet highlighted the growing importance of user-generated content in China. Netizens turned to online media to voice their opinions both of the riots, and of the Western media’s coverage of them … Similarly, microblogging services such as Twitter and Fanfou provided an outlet for the feelings of users in Tibet and elsewhere in China. Several blogs monitored these ‘Tweets’ to discover first what was happening in Tibet, then how others in China were reacting to events. (Davis, Anita. “Tibet Riots Spark Social Media Surge.” Media Apr. 2008: 10. Found via ABI/Inform.)
The author suggests “… these platforms are especially valued by Chinese citizens for whom this level of freedom of speech has not existed in the past.” If it is true, Twitter and sites like it may become a major media outlet in China and other Asian nations.
It certainly has the numbers. Twitter went from 600,000 users a year ago to over 6 million. That is a 1,000 fold increase in less than a year! Plus, this is only a measure of Twitter’s domestic web traffic; it does not include Tweets from cell-phones nor users overseas. The increased activity recently caught Business Week’s attention:
The microblogging service Twitter has caught on with everyone from celeb Ashton Kutcher to CEOs. Yet for all the buzz, Twitter has always seemed more novelty than business … It turns out there is. In fact, there’s growing evidence that Twitter, a company with no revenues today, could be worth several hundred million dollars. Two sources say social-networking service Facebook offered to acquire Twitter late last year for $500 million in cash and stock … What’s the big appeal? Twitter’s growth, for starters. Six million people use the service, up from 600,000 a year ago, according to Web traffic monitor Compete, and those numbers don’t include people who Twitter from cell phones or overseas. (Green, Heather, Robert Hof, and Spencer Ante. “Six Million Users: Nothing to Twitter At.” Business Week 16 Mar. 2009: 51. Found via ABI/Inform.)
Business Week’s point it less social-revolution and more economic profit. Yet, it is quite difficult to argue with the numbers.
So, Who are These 6 Million People and What do They Say?
It isn’t as difficult as it might seem to argue numbers. Only a month before the Tibet outcry and three months prior to the earthquakes, Twitter released a blog of its usage statistics. China is decidedly absent. Why? Reading through the comments I found one from an apparent Twitter employee: “Dear Australia, We love you. But we had to choose a cut-off point for this particular chart, which we hastily put at 10 — i.e., the top 10 countries outside the U.S. by twitter.com visits. Currently, Australia is number 12. Try harder! :)”
A little harsh. More recent statistics from the Alexa show China much higher in Tweets than the year before. It is ranked #5 (and India at a surprising #4) claiming approximately 3.2% of user visits. This is significantly less than the U.S. at 47.5% which begs the question, “Who Tweets?” I still know fewer than 10 people on Twitter and from asking classmates I don’t believe I’m alone. But the site has 6 million users meaning almost 3 million in the U.S. This gross discrepancy comes from defining potential world impact on users rather than usage. It seems like a minor issue. Yet as the Alexa numbers suggest, Twitter’s overall web traffic at 0.2176% of world usage (3 month average) means only a small fraction of its accounts are active.
Additionally, the question of what information is rushing across Twitter’s server raises concerns. For those of you without Twitter accounts, take a look at a site called Twistori. Clicking one of the six keywords on the left will cause the site to display – in real time – all posts containing that word. Anyone want to time how long it takes to see some profound insight into China’s media restrictions? Or even India’s upcoming elections? I hope you have several days to dedicate yourself.
I’m also sad to say that one Tweet that catches your attention may be a plant. Astroturfing has grown increasingly common on social sites. Sara Yin with Hong Kong’s Media reports:
In the pre-internet days, astroturfing was limited to politics. The phrase refers to the practice of paying people to create fake grassroots (hence the pun) sentiment … But in China’s online sector, astroturfing has become a media issue, with reports of students hired to feed messages on bulletin boards (BBS), social networks, blogs, even Twitter … One of the biggest astroturfers is the Chinese Government, which has built up an army of blogging students (known as 50 Centers, as the typical price for their services is 50 cents per post) to fend off what they see as hostile forces on the web. These pounce on online discussions that touch on sensitive issues and neutralise them, sometimes through on-message posts, other times by rendering the discussion meaningless through banal posts. (Yin, Sara. “Astroturfing.” Media 7 Aug. 2008: 9. Found via ABI/Inform).
Tweet Your Day Away
So, what do you think? Twitter certainly offers some amazing benefits, particularly in mass information dissemination. That information may prove utterly useless though if it only comes from a small group of active users especially if they Tweet with ulterior motives. Personally, I plan to keep my account active. I even started posting again primarily to break up some day-long study sessions. I don’t have any followers and only keep an eye on a few friends. It’s just strangely appealing to broadcast my actions and ideas onto the web. Maybe you’ll agree.