The Advertising Research Foundation Re:Think 2015 conference, which discussed the ways in which marketers can drive growth and build brands in a rapidly changing, fragmented landscape, took place March 16-18 in New York City. Day three, focused on re:thinking the future, kicked off with a keynote address from Jeffrey Graham, director of global ad research at Twitter, which tackled the ways in which the Twitter research team is translating social media into business impact.
Graham began by setting the stage: What is Twitter exactly, and how do users (read: consumers) use the platform? He broke down his Twitter use (photos of kids, team accomplishments, sharing and consuming content, travel photos, and career highlights), but more importantly, he shared how Twitter captivates its audience so well:
Live: Graham's research team found that broadcast viewership, especially around sports, awards, breaking news, and other popular events, shifts to Twitter during notable moments. As the Twitter stream is a constant live feed, this allows users to follow the action in real time.
Public: Unlike some other popular social media platforms, Twitter is not just a place for users to connect with friends. The public nature of Twitter allows users to enjoy the same connection with friends, brands,... Read more