Twitter Adds Five New Content Partners: The addition of five more multimedia partners to those that you can view from within Twitter (the site, not counting those that are also viewable within various applications) means that Twitter.com is increasingly becoming a consumption platform. These sorts of content partners need to be taken into account for program structures since the site is now something a little more than just a link distribution platform.
How Many Marketers Are Using Social Media?: According to eMarketer 73% of companies with 100+ employees are using social media as part of their marketing mix. The study also shows, though, that social media is commanding just 38% of people’s budgets. It’s unclear, though, whether “social media” in this case means communications programs or just buying ads on social networks, which is often what’s meant by such designations.
Feel Free to Read This Later, on Your Phone: This profile of Instapaper, which a lot of people use to aggregate stories either so they can read them later or so they can share them with others, is in the same vein as my thoughts on curation from two weeks ago. But it’s notable that, while RSS gets zero respect (see Terry Heaton’s comments that RSS never got full media buy-in because publishers are always concerned about how their content looks), all the tools mentioned in that story on aggregation use it either as a foundational source or as a point of comparison.
Six Percent of U.S. Adults Use Twitter: According to Pew just six percent of the overall U.S. population – either percent of online adults – use Twitter. Those numbers go up or down depending on specific demographic breakouts but the numbers are still interesting. As always, the real issue isn’t whether everyone is using this or any other tool, it’s whether or not the audience a specific program is trying to reach uses it.
Signal, Curation, Discovery: John Battelle recounts the history of web organization and discovery in order to say “Tumblr seems kind of cool” but his overall point that we’re constantly in a tug-of-war between signal and noise – whether on the web as a whole or on smaller self-selected networks – is one that’s good to remember. Search, social networks and all those other tools all, in their own way, try to solve that problem but it’s still up to what works for each person as they find that matches what they’re trying to do.