PR Peeps Poll: More than Half Say Twitter More Effective as Broadcast Tool Today than A Year Ago

by Monika Maeckle, Vice President New Media

In the wake of 250 million tweets per day, professional communicators continue to embrace Twitter with 55 % of those polled citing it as “more effective” than it was a year ago for messaging, a recent PR Peeps Poll found.

Of 161 public relations professionals who responded to our survey, 88, or 55%, found Twitter “more effective” as a communications/broadcast messaging tool than it was 12 months ago;  65, or 40%, found it “less effective.”

Twitter as a search tool seemed less improved in the past 12 months.  Almost half of communicators labeled it “about the same” in its effectiveness for search compared to last year, while a third (33%) said it was “more effective.”

Interestingly,  communicators are 3.5 times as likely to use Twitter primarily for messaging as they do for search–125, or 78% vs. 36, or 22%.  Details below.

Compared to a year ago, how effective is Twitter as a communications/broadcast messaging tool for you?

More effective     88, or 65%
Less effective       6, or 4%

Same                       65, or 41%

More effective     53, or 33%
Less effective      34, or 21%
Same                        74,   or 46%

As messaging tool     125, or 78%
As search tool                 36, or 22%

How else do communicators utilize Twitter?  Survey comments included PR professionals lauding the real time info network’s myriad abilities, including:  “creating connections with target audiences,” “efficient information gathering,” “as a pitch tool” and “shameless self promotion!”

We’ve executed several PR Peeps polls on Twitter, if you’re interested:  What’s your company’s favorite tool for social media outreach?, and Do you tweet the links to your press releases?

To those who participated, thank you for responding to our PR Peeps Poll.   If you’re not already, why not follow us on Twitter?  We are @businesswire.

161 respondents via Twitter, email and Business Wire webinar polls. Poll conducted conducted September – October 2011.

One Response to PR Peeps Poll: More than Half Say Twitter More Effective as Broadcast Tool Today than A Year Ago

  1. Drewry says:

    I do agree that Twitter is more effective today than it was a year ago. Why? When you look at the extra features twitter has added to their microblogging service in today’s age of information technology, twitter has made it easier for US and offshore corporations, as well as bloggers, article marketers, online video content publishers, as well as the rest of the “Internet publishing get along gang” to effectively communicate with their twitter followers. and mind you, many companies in the United States and abroad are silently making millions of dollars on twitter, by personally connecting with their followers on twitter, which is an effective online tactic and positive relationship building way to successfully convert [twitter followers] and close the sale much easier!

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