Corporate Tweeting: Analysing the Use of Twitter as a Marketing Tool by UK Trade Publishers

The rapid growth and popularity of the microblogging service Twitter has been one of the most recent phenomena of the Internet, which opens up opportunities for businesses in general and publishers in particular to do marketing in a dialogue- and consumer-oriented way. This survey analysed UK trade publishers’ use of Twitter with the specific objective of finding out what influence a publisher’s size has on its Twitter adoption, patterns of use and the content of its Tweets. Overall, the results suggest that a publisher’s size primarily affects its general Twitter use, while being less influential regarding its patterns of use and the tweeted content.