I'll just start off with the old chestnut about "Lies, Damned Lies, and Statistics." Picking and choosing statistics to support an agenda is an easy game. Especially when you disregard any contextual background of definitions, measurement methodologies, and confidence limits. But it's so darned fun!
So let's dig in to a wonderful site I just tripped across. Modestly titled "143 Amazing Twitter Statistics," it is a collection created by blogger Craig Smith. To his credit, Mr. Smith actually source-links each factoid with its publication date and he attempts to periodically update the figures as new information becomes available. I'm going to cherry-pick a few tidbits I found interesting and comment on how they might influence your concentration on Twitter as a tool in your business webinars and webcasts.
STATISTIC: TrackMaven studied 1,500 Twitter accounts having more than 1,000 followers. It found that originating tweets were overwhelmingly sent during Monday through Friday work hours (as you would expect, given the selection criteria). But retweets (indicating when followers actually saw and interacted with the content) were overwhelmingly outside business hours (nights and weekends).
STATISTIC: Statista reports that almost 30% of Americans admit to visiting Facebook during work hours every day. Almost 15% admitted to using YouTube during work hours every day. The percent saying they used Twitter during work every day? A little less than 10%.
STATISTIC: Another Statista finding states that 15% of American employees are blocked from accessing Twitter at work.
COMMENT: If you are using Twitter during your business webinar to stimulate real-time interaction, you might be disappointed. The majority of reading and viral action happens outside of work.
STATISTIC: A YouGov poll of UK Twitter users showed 52% saying social media activity diminished their trust in a merchant, while only 37% said it raised their trust.
COMMENT: This is tricky, since the poll was specifically about retail merchandising and online shopping behavior. It is also not corroborated with other geographies or actual observed behaviors. But it makes ya think, don't it? It certainly flies in the face of conventional wisdom that businesses must be active on social media because their customers expect and demand it!
I put other personal opinions about the interaction between Twitter and webinars into a blog post two and a half years ago. It generated some excellent comments and opinions from readers and I encourage you to have a look. There are both positive and negative aspects to consider before staging a major push to integrate Twitter with your business webinars.