Several studies have tried to analyze user behavior on microblogging services. They include extensive studies on Twitter in 2009, by researchers at
Harvard Business School and at
Sysomos. Results indicated that for services such as Twitter, a small group of active users generate most of the activity. Sysomos' Inside Twitter survey, which was based on more than 11 million users, showed that in 2009, 10% of Twitter users accounted for 86% of all activity. Twitter, Facebook, and other microblogging services have become platforms for
marketing and
public relations, with a sharp growth in the number of
social-media marketers. The Sysomos study shows that this specific group of marketers on Twitter is much more active than the general user population, with 15% of marketers following over 2,000 people and only 0.29% of the Twitter public following more than 2,000 people. Microblogging has also become an important source of real-time news updates during socio-political revolutions and crisis situations, such as the
2008 Mumbai terror attacks or
the 2009 Iran protests. The short nature of updates allow users to post news items quickly, reaching an audience in seconds.
Clay Shirky argues that those services have the potential to result in an
information cascade, which prompts fencesitters to turn into activists. Microblogging has noticeably revolutionized the way information is consumed. It has empowered citizens themselves to act as sensors or sources of information that could lead to consequences and influence, or even cause, media coverage. People share what they observe in their surroundings, information about events, and their opinions about topics from a wide range of fields. Moreover, these services store various
metadata from these posts, such as location and time. Aggregated analysis of this
data includes different dimensions like space, time, theme, sentiment, network structure etc., and gives researchers an opportunity to understand social perceptions of people in the context of certain events of interest. Microblogging also promotes authorship. On the micro-blogging platform
Tumblr, the reblogging feature links the post back to the original creator. The findings of a study by Emily Pronin of Princeton University and Daniel Wegner of Harvard University may explain the rapid growth of microblogging. The study suggests a link between short bursts of activity and feelings of joy, power, and creativity. == Issues ==