Does Twitter Matter?

According to a new study from the Pew Internet and American Life Project, 8% of online adults use Twitter, with just 2% using the micro publishing service daily:

“We asked online adults: ‘Do you use Twitter?’ In this survey, 8% of online adults said they do use Twitter—with 2% doing so on a typical day. This survey also showed that 74% of American adults are internet users, meaning that the Twitter cohort amounts to 6% of the entire adult population.”

To the frustrated Social Media Manager who is under intense pressure to boost the Executive Director’s legion of Followers, this may feel like welcome news …

but let’s not forget the Harris Interactive finding:

“Many people are using social networking sites such as Facebook, Twitter, LinkedIn and others to follow companies and nonprofit organizations. Among those who have taken action as a result of following a cause online (39%), over half (54%) say they have talked to a friend or a family member after reading something on a nonprofit or charitable organization’s social networking site, a third (33%) have contacted an elected representative, 31% have made a financial contribution to the organization, 23% have made a financial contribution to a cause the organization supports and 23% have attended an event sponsored by the organization.”

So does Twitter matter? Absolutely, but keep your investment proportional to your pay-off. And keep in mind that your Followers are likely to be two or three generations ahead of the Mellenials charged with Tweeting on your behalf.