140 characters and let your “followers” know what you are up to! Has Twitter already experienced its fifteen minutes of fame? Let’s find out. Recently LinkedIn Research Network/Harris Poll surveyed 1,015 advertisers from agencies or corporations involved in the advertising decision making process online.

What Advertisers think

Highlights:

• As the common opinion goes, under half, i.e., 45% of advertisers say that Twitter is something is in its infancy and its use will grow exponentially over the next few years.
• 21 %, i.e., 1 out of every 5 advertisers believe Twitter will not move into the mainstream and is something mostly young people and the media will use.
• 17 %, i.e., just under 1 out of 5 advertisers believe Twitter is already over and it’s time to find the next best thing.
• 17% of advertisers say they don’t know enough about Twitter to have an opinion on it.

Divide on Opinions of Twitter

• Younger advertisers are more likely to have an opinion on Twitter than their older counterparts, as only 11% of 18-39 year olds do not know enough about Twitter to have an opinion.
• 20% of advertisers between the age group of 40-49 years and 21% of advertisers who are 50 and older do not know enough about Twitter to have an opinion.

How effective is Twitter?

• Just 8% of advertisers feel that Twitter is very effective for promoting products and ideas.
• 50% of advertisers say it is somewhat effective.
• One-third, i.e., 34% of advertisers say it is not that effective.
• 8% advertisers believe it is not at all effective for promoting products and ideas.

[Note: Percentages may not add up to 100% due to rounding]

Predictions

• Report indicates that advertisers and marketers expect Twitter to grow
• Advertisers feel that Twitter’s effectiveness as a marketing tool will mostly depend on consumer’s education on:
  • What Twitter is?
  • Why they should pay attention to it?
  • Why they should “tweet”?
• Advertisers and marketers can play an important role in promoting consumer education and move Twitter beyond infancy.

Do share your comments on what you think.