It is commonly believed that Facebook and Twitter Inc (NYSE:TWTR) are two of the primary sources to drive traffic to your websites. But it seems that is not true for Twitter Inc (NYSE:TWTR). An article on The Atlantic blasted myth of Twitter’s usability in the modern marketing world. The author did an interesting experiment by using the newly launched feature on Twitter Inc (NYSE:TWTR) which details the activity, clicks, impressions and audience engagement on each Tweet.
For 30 days, Derek Thompson, the author of the source tweeted his articles with an image and links. In one of the tweet, out of 155,260 impressions, only one percent of the people actually clicked on the link of the website to read the actual story. This means that the click-through rate on Twitter Inc (NYSE:TWTR) is even less than a third-grade ads campaign output.
This also shows another fact: people on Twitter Inc (NYSE:TWTR) mostly hit retweet just to show-off their deep interest in knowledge or any specific field. The websites don’t actually get the click hits they need on Twitter but that is not the case on Facebook.
Thompson said that when he graphically analyzed the performance of his Twitter Inc (NYSE:TWTR) shares, he was surprised to see that 99% of his effort is going astray. People don’t like to go on the website; they stay on Twitter Inc (NYSE:TWTR) to engage, comment or retweet, thus increasing the revenue for Twitter Inc (NYSE:TWTR) but not for the website which is actually using the Twitter account for its promotion.
John Thaler’s JAT Capital Management owns over 7.3 million shares in Twitter Inc (NYSE:TWTR).:TWTR).