Posts tagged with ‘measurability’

The first surprise, then, is that the typical Twitter cascade is both rare and tiny. Ninety per cent of tweets are never retweeted, and most of the remainder are retweeted only by a person’s immediate followers, not by those at two or three removes.

In this Financial Times article, Tim Harford argues that despite growing trends in online sharing, social media as a marketing and dissemination tool is not as promising as we might think.

In yesterday’s analog world the researcher’s curse was the difficulty measuring audience and message influence. In today’s online world, Harford writes, “the curse of being able to measure everything is that you get slapped in the face with” the reality that our messaging doesn’t really spread. 

Is promoting through social media a waste of time then? Or has no one discovered the formula for viral-ability? 

H/T: Financial Times