When clients ask Anna Banks, Organic's group director, for strategies on bringing Twitter into their marketing mix, she responds with two basic questions: Is your audience on Twitter, and if so, are they active on the platform?

"Despite social mania in the Gen Y audience, relatively few use Twitter," Banks explains. "Ninety-nine percent of Gen Y (18-24) have an active profile on at least one social network, yet per comScore, Gen Ys make up less than 11 percent of Twitter users. And for the younger group who venture to Twitter, usage patterns are even more sparse. While the 35- to 44-year-old group spend nearly 20 minutes microblogging per visit, 18-24s spend only about five minutes [per visit]."

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