- eMarketer Staff

Many people who use traditional social networks also use Twitter, but some key differences are emerging between the two groups.

According to an August 2009 survey by Interpret, Twitter users were twice as likely as social network users to review or rate products online (24 percent vs. 12 percent). They were also significantly more likely to visit company profiles or click on ads.



The open nature of Twitter has made it a more difficult environment for consumer packaged-goods companies than other social media venues. But a few are experimenting with the format.

Some companies, such as Pepsi, have found themselves engulfed by tweets when marketing mishaps spilled over into social media. Most notably, the company in October 2009 withdrew an iPhone app for its Amp energy drink brand after many people called it sexist. Pepsi used its Twitter account to apologize for the app.

See also: "Does the Hard Sell Work on Social Nets?"