- Forrester analyst Nate Elliot, who also penned last week's scathing report criticizing Facebook ads, released a report this week questioning the value of Twitter.
- According to the survey and report, only 55% of Twitter marketers say they are “satisfied with the business value they achieve” on the platform.
- Elliot says there are two problems Twitter needs to address—providing hard metrics to prove value and refraining from misleading in scale by reporting 230 million active users when many users have multiple accounts.
Like the Facebook survey, marketers should take this survey with a grain of salt. Only 395 marketers were surveyed, so it is probably not a large enough sample to be representative of the industry as a whole. There may be a bit of attention seeking from Forrester, as two reports in two weeks, slamming two of the biggest social networks on the planet, seems to be a bit of a publicity stunt. That being said, the report makes some good points about what Twitter could improve on.