Only 22% of American adults who use Twitter are representative of the broader population.
This article says that influencer lists provided by social listening programs can be flawed due to inadequate research methodology. Research from the Pew Research Centre found that just 10% of Twitter users in the US are responsible for 80% of the tweets, indicating a disproportionate representation of views on the platform.
The author says that most of the influencer lists are based entirely on twitter activity, which allows users to obtain data with its easy API. These lists are not entirely reliable because twitter can be easily automated and provide synthetic impressions.
While many companies have tried to examine engagement on original content, they have failed because it is complicated and expensive. Brands should conduct careful analysis before they quote social media research or anyone from the social media influencer list.
[3 minute read]