The report found Britain's 5.5 million Twitter users were younger than average members of the public, slightly more likely to vote Labour, and distinctly more liberal. They were also more likely to live in London, less likely to live in the north of England, and marginally more likely to belong to a lower social class.
The biggest difference emerged when respondents were asked about civil liberties. The proposition that protecting civil liberties is more important than giving the police more anti-terrorist powers was backed by just 33 per cent of the public, but by 43 per cent of Twitter users.
This is good news for anyone promoting a libertarian cause or left-wing campaign and also good news for youth brands looking for cutting edge credibility. But it's not the answer for everyone.
Don't get me wrong, Twitter and all social media have a great role to play in the communications mix, but as ever, picking the right media for your message is vital.
Should the marketing managers at Holland's Pies or Boddingtons Bitter be spending time and money on Twitter campaigns? You'd have a job convincing me.
- Michael Bennett, MD, Pelican PR
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