Study: Who Controls Twitter?

At a time when Iran is grappling with its 'control' of messages coming through Twitter, marketers around the world are also battling for Twitter's control.



This according to Echo Research, the international reputation analysis company, which has found that marketing, advertising and PR are increasingly targeting their efforts onto what is meant to be a free uncontrolled flow and dialogue directly among individuals.

While Twitter is seen as the major channel to secure brand awareness and loyalty, authenticity - an honest, open, transparent voice - is being questioned as advertisers muscle in from MySpace and Facebook, according to Echo's research of close to 100,000 media items globally in its study 'Who Owns Twitter'? The study also showed that public relations appears to be slow in taking up these new channels of dialogue and engagement.