Twitter Study: Sponsored Celebrity Tweets Might Be A Bad Investment For Brands
Research scientist Duncan Watts and his team at Yahoo! Research have published an interesting study that looks at the effect of elite users – celebrities, media outlets, organisations and power bloggers – and ‘ordinary’ users (everybody else) on the network.
Taking their information from Twitter lists, the research hoped to prove a difficult field of communication theory known as Lasswell’s Maxim, which ponders “who says what to whom in which channel with what effect”.
In other words: at the thick end, who influences who? And what does this mean for brands looking to utilise Twitter for marketing?
Who Says What To Whom On Twitter?
In each of the four elite categories, specific users were sampled that were deemed highly representative of their niche.
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