Twitter is Finding its Groove

Posted on June 22, 2012


Don’t look now but here comes Twitter.

I know what you are thinking, “Twitter has been here. Where have you been?”

But let’s face it while Twitter and Facebook are probably the two most recognized social media platforms there is no comparison in size, engagement level or ease of use. Facebook — love it or hate it — is dominant while Twitter has lagged behind.

But now there are several indicators that Twitter has found its groove with younger people.

1) According to a Pew Internet and American Life Study the number of US internet users ages 18 to 24 who said they use Twitter rose dramatically, from 18% in May 2011 to 31% in February 2012. Moreover, 20% of internet users in this age group reported logging into Twitter daily. You can read eMarketers coverage of the study results here.

2) In the results of this year’s Jacobs Media technology poll, Top 40 listeners — who tend to be younger — were the group most apt to be Twitter users outpacing the overall sample by a large percentage.

3) For this week’s Billboard Top 40 Update I interviewed six people who graduated in 2012, three from high school and three from college. All six mentioned being heavy Twitter users and talked about the ease of using it to communicate with both their close friends and bigger brands and organizations. Several mentioned the big attraction to Twitter was the ease of using it on their smart phone.  This informal Class of 2012 focus group had a lot of other interesting things to say as well, all of which you can read here.

While engaging listeners on Facebook remains your number one priority it appears that, especially if your station targets a younger audience, Twitter may be growing in its importance fo reaching listeners.

When you add it all together it looks like Twitter has got its #mojoworking.