At 25,000 Tweets: My Thoughts About Twitter, Its Users, Business Impact, Advertising Obstacles, and Future


I remember the day I decided to sign up for Twitter. Like many other people at the time, I wondered why anyone would want to publicly broadcast their lives via 140 characters. It was early 2008, Twitter was about to skyrocket in growth, and I definitely wanted to get involved.

Once I joined, it didn’t take long for me to understand how powerful Twitter could be. I was hooked and jumped in full blast. Now, nearly five years—and 25K tweets—later, I figured it would be a good time to reflect on my time tweeting, consuming content, and connecting with others on Twitter.

A quick disclaimer: I’m not writing this because I think 25K tweets is some amazing milestone. It’s just a logical point at which to look back on my time on Twitter. 4.5 years is a long time (in digital terms), and 25K tweets is lot of content. It’s been an amazing ride so far, and I believe there are some important insights I’ve gleaned based on my time on Twitter. Let’s get started.

First, here’s the short version. If you want to learn more about the following bullets, then read the rest of my post. :)

The Black Hole of Twitter

As with any social effort, you don’t gain traction overnight. This is critically important to understand for anyone jumping into Twitter, Facebook, Google Plus, etc. I wrote about the Black Hole of Blogging and Twitter a few years back, and the main concept holds true today.

When you start on Twitter (or any social network), you will have no followers, no traction, and no influence. The hard reality is that nobody will care when you post an update. You are tweeting to a black hole, and you need to fight through the black hole in order to start gaining traction.

Unfortunately, many people don’t sustain their efforts and then claim that Twitter doesn’t work for them. In my opinion, and based on my experience with Twitter, I believe you can start gaining traction at a few hundred (real) followers. But you still won’t gain a lot of traction (and experience a lot of engagement) until you build a larger and stronger following within your niche. That takes time, and there’s no way around it.

The Black Hole of Twitter

The People I’ve Met

I cannot emphasize enough how amazing it has been to connect with smart people on Twitter from across the country, and from around the world.

Whenever I speak about Twitter with people that haven’t jumped in yet (or that haven’t jumped in full blast), I notice they tend to talk about the social network and not the people on the social network. That always seemed weird to me, since social networks are all about people. That’s the foundation of Twitter, and it cannot be overlooked.

So, what can happen when you find and engage smart people across a number of targeted interests? Amazing things can happen. Let me explain further based on my own experience.

I’ve connected with @hollisthomases, who has proven to be an important mentor of mine as I launched and grew G-Squared Interactive. I’ve had dinner with @thelostagency, a smart Aussie digital marketer who I first met in 2010 on Twitter. I connected with @eric_andersen from IBM, a prolific Twitter user who reminds me of the FourSquare mayorships I’m missing across the Princeton area. I connected with @seosmarty, who asked if I wanted to write for Search Engine Journal in 2009. And that worked out pretty well. :)

I’ve chatted with @mblumenthal about local SEO quite a few times. I’ve read patents by Google, with a little help from @bill_slawski. I ran into the @bingads folks and started writing for their official blog. I’ve met some cool Canadians like @ruudhein and explained that there’s always American football if the NHL hockey season won’t be around this year. 😉

Oh, and I ended up writing for Search Engine People several times. I connected with @johnhdenny, another digital marketer from New Jersey, and met him in person at one of my presentations. I’ve got a Tel Aviv connection in @avinio, a smart digital marketer from Israel. I haven’t met him in person yet, but I’m confident I will some day.

And, I’ve had the opportunity to connect with other incredibly sharp marketers from around the country (and world) like @szetela, @schachin, @justin_fried, @steveplunkett, @steveakinsseo, @si1very, @aaranged, @leeodden, and many others. I can keep going here, but the post would be entirely too long. I think you get the picture.

What I just explained above is the true power of Twitter. I think the main takeaway is that Twitter enables you to connect with a targeted audience from all over the world. You can teleport from New York to Chicago to San Francisco to Sydney to London to Paris to Tel Aviv, and all within minutes.

And by the way, many of the people you connect with will be interested in similar topics. These are people that will inherently be interested about the updates you share, and they can amplify your own efforts (without you ever asking to do so). And at a time when tweets and retweets can lead to greater exposure, which can lead to increased traffic, and new customers, that’s darn powerful.

Finding and Then Engaging The Right People is What Twitter is All About

Twitter Connections

Twitter Tip: Like many in the industry, I believe follower count is overrated. My recommendation is to not focus on that number, but instead, focus on connecting with a smart group of people in a specific niche. I don’t care if that’s 1K, 5K, or 20K people. You’ll know when it makes sense.

The Doors Twitter Can Open and The Giant Doorstop

I wouldn’t advocate the power of Twitter to my clients unless I knew it could work for them. Twitter can absolutely open a ton of doors for professionals at any level. But, and this is an important point, you must build up respect in the community.

Glenn Gabe
Featured SEO Writer for SEJ Glenn Gabe is a digital marketing consultant at G-Squared Interactive and focuses heavily on SEO, SEM, Social Advertising, Social Media Marketing, and Web Analytics. Glenn has over 18 years of experience and has held leadership positions both in-house and at a global interactive agency. During his career, Glenn has helped clients across a wide range of industries including consumer packaged goods (CPG), ecommerce, startups, pharmaceutical, healthcare, military, education, non-profits, online auctions, real-estate, and publishing. You can follow Glenn on Google+ here.

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19 thoughts on “At 25,000 Tweets: My Thoughts About Twitter, Its Users, Business Impact, Advertising Obstacles, and Future

  1. This is a great article, and you are completely right about the “black hole” of Twitter: it doesn’t take much for you to feel you are just talking to yourself.

    I’ll definitely try to hone in more on interacting with people within my field without worrying about follower count.

    Thanks for sharing!

    1. Hey, thanks Vidal. I’m glad you enjoyed my post. 25K tweets crept up on me quickly. :)

      And you’re right, the black hole of Twitter is very real. Most don’t make it through… I think that’s the number one problem I see with new Twitter users. You need to fight through it in order to see success. Easier said than done.

  2. Glenn,
    I particularly appreciate the people perspective of this post. In just a few months of serious Twitter use I’ve started to move the needle with content, but what’s been much more interesting are a few select contacts I’ve made from around the world, and conversations that I’ve started, which never would have happened otherwise. It’s also helped to skip the concern over quantity of followers and concentrate on quality. Thanks for your insights.

    1. Thanks for your comment Chuck. I’m glad to hear you mention the select contacts you’ve made on Twitter. That reinforces my point about finding the *right people* to connect with versus worrying about the masses. And your point about quality versus quantity is spot on. Most people aren’t celebrities and won’t gain 100K+ followers. But most don’t need to in order to see an impact. Find the right people, and Twitter can be an amazing place…

  3. Love it Carla! It’s nice to see the power of Twitter explained so well and with such great visuals. Keep up the great work! You inspire me to keep making time to write.

  4. Hi Glenn, I really enjoyed reading this. I’ve only recently reached out on Twitter for business purposes, and I love the balance that I now have. I can chat to witty and engaging people, as well as establish myself with people who would hire me for assignments. The instant and global reach is definitely invaluable. I’m excited for the future!

    1. I’m glad you enjoyed my post Gillian, and I’m also glad you’ve seen the power of Twitter first-hand.

      “The instant and global reach is definitely invaluable.” <- I love that quote.

      And I’m excited about the future of Twitter as well. It's been a great ride so far.

  5. Glenn:

    I wish I would have read this post back in 2008 when I made an attempt to make Twitter work for me. I stuck in the black hole and gave up. I’m embarrassed to admit I haven’t used Twitter since – or any social network for that matter. That black hole really discouraged me – obviously. It’s a lot like starting a new blog – which I’m doing now. You’re basically writing for yourself. At any rate, I need to get this social stuff figured out or I’m going to get left behind…if I haven’t been already.

    Travis Van Slooten

    1. Thanks for your comment Travis, and I’m sorry to hear you didn’t fight through the black hole in 2008. But you’re definitely not alone! It’s not easy to do that… And you’re right, the black hole is present for any social effort, including blogging. Now that you’re starting a new blog, it’s the perfect time to kick in your Twitter activity. They can help each other grow.

  6. Inspiring post, Glenn! As a relatively new Twitter user it’s encouraging to read the success that you’ve had. No doubt it can be a powerful tool for business, it’s just great to hear some of those success stories every once in awhile. I just downloaded Tweetdeck to better organize my feeds as well.

    1. Thanks Ozzy. I appreciate it. I’m glad you found my post valuable. Glad to hear you downloaded Tweetdeck. It’s incredibly helpful for segmenting your users by category. I think you’ll see that quickly once you set up a few panes (based on your Twitter lists). Twitter would be hard to manage without third party tools like that…

  7. Informative post. I recently launched my website and use Twitter primarily to tweet updates. It’s been a month now, and I’m seeing more engagement from my visitors already, so Twitter (like you said) indeed can be a great source for generating traffic if done right.

    Thanks for writing!

  8. Hi Glenn

    You are completely right about the “black hole” of Twitter. In my opinion, twitter is not useful for every business. See, If I have a technology blog/site then it’s good for me but If I have some different theme like chemicals, or home appliances like this. Then twitter is not giving me anything. Twitter is a part of SMO, that’s why I’m doing from last 3.5 years. In my exp. I never get anything from twitter.


    1. Thanks for your comment Yugam. Yes, the black hole is very real, and can be a big problem for many users. But, I’ve helped clients across many industries utilize Twitter to connect with a targeted audience. It won’t happen overnight, and you need to research your niche, but it can work for many categories. It would be interesting to understand your Twitter routine, the process you are using to find targeted people to follow, etc.

  9. Glenn,

    One of the best articles I have read on this subject. Thank you.

    I am curious what your opinion is on following back everyone vs. only following those you are truly interested in engaging with. Based on your follow/follower ratio’s I can get a glimpse of which strategy you subscribe to, but still, this has been confusing for me and probably THE biggest struggle I have had with Twitter. Do I follow someone back JUST because they followed me? Should I use a program like “TweetAdder” to auto-fish for new followers? What is the value of having a follower that only follows me because I follow them? I see so many people with 50,000 followers who follow about the same number and it just seems like a bunch of noise to me! I would love your input!

    1. Thanks Ross. I’m glad you found my post helpful. And that’s a great question regarding who to follow back, auto-following, etc.

      You definitely shouldn’t follow everyone back. I check new followers often and review their profiles, their latest tweets, etc. I just want to make sure it’s a real person that’s contributing to Twitter before following them back.

      Also, I want other Twitter users to be able to DM me, if needed. Some people cut off communication by not following enough people back. Again, you shouldn’t follow everyone, but there will be many you should follow. I hope that helps.

      1. Hi Glenn

        I got the opportunity to read this tweet yesterday night, it is awesome and a big eye opener I am just a week old to tweeter and I think I read this right on time. Your concept of Black Hole of Twitter is wonderful and is a must read for all the twetter starters to realize what mistakes they can make.

      2. Hey, glad you found my post helpful, and it sounds like you found it at the perfect time. Good luck with your Twitter efforts moving forward. Fight through the black hole. Don’t get consumed by it. Twitter can be amazing, it will just take time. :)