Measuring the impact of Twitter is both qualitative and quantitative. It needs to be thought of as a discussion with your company or brand — and not just a marketing channel. As many companies are learning, the conversation about your brand is going to happen with or without you.
Since Twitter allows its users to express themselves in what many refer to as the “twittersphere,” you are bound to find other Tweeters who are either enthralled or enraged with something that your organization is doing (or not doing).
If you aren’t convinced yet, just go to search.twitter.com and browse around. You might just find a wakeup call when you learn what folks are discussing.
