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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Just a few on Twitter do all the tweeting: study Fri Jun 5, 2009 1:45am EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Erin Kutz BOSTON (Reuters) - A tiny fraction of those who use the fast-growing social network phenomenon Twitter generate nearly all the content, a Harvard study shows. That makes it hard for companies to use the micro-blogging site as an accurate gauge of public opinion, the Harvard Business School study showed. Twitter Inc is a social networking website in which users post messages of 140 characters or less -- known as "tweets" -- that can be viewed by other users who elect to follow them. The Harvard study examined public entries of a randomly selected group of 300,000 Twitter users. The researchers studied in May the content created in the lifetime of the users' Twitter accounts. It found that 10 percent of Twitter users generated more than 90 percent of the content, said Mikolaj Jan Piskorski, who led the research. More than half of all Twitter users post messages on the site less than once every 74 days. The median number of lifetime "tweets" per user is just one, according the research. Companies are increasingly turning to Twitter to improve their understanding of how consumers view them, he said. But some users are far more active and vocal than others, limiting information gleaned from messages on the site, said Piskorski, an assistant professor of strategy at Harvard Business School. "If you're trying to get what a representative cross-section of the public is thinking, you're probably better off staying away from Twitter," he said in an interview. Piskorski said Twitter could still be useful in responding to specific customer concerns. It can also be effective marketing, as companies with Twitter accounts can advertise sales and deals to users who follow them on the site. JetBlue Airways Corp, Comcast Corp and Dell Inc are among companies with Twitter accounts. JetBlue provides information on Twitter such as announcements of terminal changes at airports and tips on how to pack and directly answers customers' questions. Dell uses Twitter to point customers to discounts. Comcast's account largely responds to customer gripes. "Enough of our customers are talking about their interactions with us that we get a decent sample of what's going on a daily basis that we wouldn't necessarily get from other long-term studies," JetBlue spokesman Morgan Johnston said in a telephone interview. Unlike other social networking sites like Facebook.com, men are almost twice as likely to follow other men on Twitter than they were to follow women, according to the study. Women were also more likely to follow men than they were to follow other female users. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! 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