How brands can drive engagement on Twitter

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

Twitter is an enigma for marketers, largely because the social medium insists on playing by its own rules.

According to Meghann Elrhoul, Twitter's head/global agency research, "We're not really looking at race and ethnicity" as the kind of audience clusters that might appeal to advertisers.