Why Twitter Outrage Can Be Misleading

When reacting to scandal, or social media outrage, companies should take a moment to think about which of their audiences they’re trying to please: customers yelling at them via email, or non-customers yelling at them on Twitter.

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With the specter of social media criticism looming over every word a celebrity says and every marketing campaign, using Twitter to market can seem like a minefield. Twitter may seem like a huge network, giving voices to millions of Americans, but according to Civic Science Founder and CEO John Dick, its user base doesn’t represent demographics equally.

Twitter is only used by 20 percent of the U.S. population, and the Twitter user base isn’t representative of the majority of the populace, according to a recent Civic Science study.

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