BuzzFeed Says Twitter Is More Influential Than You Think

But you can't measure that influence in clicks.

What did BuzzFeed founder/CEO Jonah Peretti learn from “The Dress?”

Twitter is more influential than you think. Just don’t try to measure that influence in clicks.

As Noah Robinson of Fast Company reported last night, Peretti’s SXSW presentation detailed the how and the why behind “The Dress,” and the answer in both cases is media people on Twitter.

So while a majority of the story’s traffic came from Facebook shares, it all started with a single tweet.

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