I read an article this week that was basically speculating whether Twitter may in fact be a better measure of what people are watching on television than the old ratings services like Nielsen. Some of the basic points were interesting - real time results, "intention" rather than just results, authenticity and most importantly, it's FREE. Marketers can harness the information anytime without paying a dime. Sounds great right? I'm not so sure...
Okay, I admit it. Statistics wasn't my favorite class and I certainly didn't master each and every concept. However, one thing I did take away from the course is that in order for sample set to be useful, it has to be random and representative of the population. I think it's a far stretch at this point to suggest that the people Tweeting away everyday are representative of the general population. It's just not the case. Moreover, since the information is free and open to everyone, there is no way to know if people are being honest in their tweets. Sure, the information is free and fast, but is it accurate? Doubtful.
Admittedly, Twitter (or some later incarnation) could be a very powerful tool for marketers. And, if the people at Twitter can figure out a way to gather the information and charge marketers from specialized reports, it may even be a way to monetize the site. My overriding feeling though is that it should be seen as ANOTHER tool, rather than a replacement. There are strengths and weaknesses to both types of audience measurement and when looked at together, a clearer picture should emerge.
No comments:
Post a Comment