Twitter Metrics? Why Bother?

There sure is a lot of buzz these days about how to measure Twitter. One recent question submitted to our blog was typical... “How do we measure the value of the tweets we're producing every day?”

Wrong question.

The right question is “SHOULD we measure the value of the tweets we're producing every day?”

For the vast majority of companies out there, the answer is no.

Twitter is a productivity tool. It is used to efficiently communicate messages to people who have indicated a desire to hear them. In doing so, companies also benefit from their willingness to re-tweet along to others they may know with similar interests.

As such, the inherent value proposition of Twitter is to replace higher cost avenues of reaching interested parties with lower cost avenues. Consequently, the financial value of using Twitter for business is the cost savings of reaching the same people more efficiently and/or the now-affordable opportunity of communicating deeper into the universe of current and prospective customers. All of which is, to a reasonable degree, measurable.

So why skepticism about measuring tweets?