Follow Me! Global Marketers' Twitter Use

Eun Sook Kwon and Yongjun Sung

Social media have grown into a powerful tool, attracting millions of users, many of whom have integrated these new means of mass communication into their daily lives (boyd and Ellison 2007). Although the first adopters were mainly teenagers, a growing population of 25-34-year-olds and white-collar professionals are social media users who build and maintain existing social relationships (Haythornthwaite 2005) and find new connections based on common interests, political perspectives, or activities (boyd and Ellison 2007). Increasing “connectivity” has led to the dramatic growth of the online social media market. ACNielsen (2010a) reports users of active social network sites (hereafter, SNS) increased nearly 30%, from 244.4 million in February 2009 to 314.5 million in February 2010, and they spent more than 5.5 hours on social networks in February 2010 (or 1.4 hours per week). A recent study shows that Twitter, with around 20 million visitors, enjoyed a 900% increase in visitors, up from 2 million in 2008 (ComScore 2009).