(image credit: whendidyoujointwitter.com)

So if I’ve been on Twitter so long, you might be skeptical that I only have 5,000 updates and not even 5,000 followers. Other people are flying by in follower counts.  And that’s fine.  What you must understand is that I’m more concerned about reach and influence vs. just a follower number.

When we take a look back over the past year, some would even go so far to criticize my meager average of 8.5 Tweets per day:

(image credit: tweetstats)

Keep in mind that the average number of Tweets per day is actually 4.  Dan Zarrella might argue with me that I’m not reaching my full potential, as he suggests 22 Tweets per day is optimal.  Maybe he’s right.  Am I a Twitter slacker though? Hardly. (Funny, some might argue that being on Twitter so much makes you a slacker).

We manage several different Twitter accounts and advise on a significant client base.  So if you put all those together, I’m actually Tweeting more than is suggested

Even so, let’s just stick with the 8.5 Tweets per day number.  Some days I’ll even Tweet just a handful.  Why? I would prefer to make each Tweet count and be relevant, entertaining, and helpful to my followers.  They took the trouble of singling me out, so I’m here to provide that value.

A trend that is appearing is that fewer people read blogs (at least, it’s slowed down due to lifestreaming and microblogging) as well as expected RSS usage.  People are looking to their Twitter friends to point them in the right direction.  So, I dedicate my 5,000th Tweet and this further analysis to you, dear reader.  Hope it got you thinking.

How do you approach the whole follower/following/velocity vs. influence discussion? Would love to hear your thoughts.

On Monday, we had announced that we were a finalist in the 2009 SEMMYs for viral marketing.  Dan Zarrella’s post on How Social Media Users are the Most Contagious Viral Seeds has now been declared the winner!

Here’s how the voting turned out:

Many thanks to all of you that came out and voted, and to the judges of the event.  Thank you!

We’re honored to have been selected for the 2009 SEMMY finals in Viral Marketing.  Dan Zarrella’s post on How Social Media Users are the Most Contagious Viral Seeds has been nominated and just made it into the finals. If you enjoyed the post, please go to the Viral Marketing finals and click vote now in this category.

Voting ends today, 2/2/09.  Thanks for your support!

The research I did on viral content sharing shows that frequent users of social web technologies like Twitter, blogs, and social news and networking sites tend to share online content with more people, more often than those that do not. This means that for marketers these users can be a powerful vector for making content go viral.

While this may sound like some what of a “duh” statement, the concept of “influencers” has been much debated recently. While there is data that individuals give more attention to content passed to them from friends as opposed to A-list bloggers, the fact still remains that there are segments of users who spread content more prolifically than the rest. And by their very nature as savvy social media users, these viewers engage in online activity that makes them easy to target.

We know that people who read Digg, Reddit, Propeller and the like tend to have higher viral reach and sharing frequency than those who do not, so make sure your content appears on these sites. The same applies to those who read blogs, and use Twitter. When it comes time to seed your content, be sure to put it in the path of these extra-contagious users.

An interesting detail of this data is that while frequent users of Facebook and web forums share content with more people and more often in some aspects, generally they’re not as virulent as the users of less-mainstream technologies (with the exception of blog readers). This may be due to the fact that users of sites like Twitter and Digg tend to be early adopters, as opposed to the less-geeky Facebook audience; which seems to indicate that geeks share more content online than non-geeks.

When I segmented these high reach and frequency users, I found that they displayed useful preference trends. When compared to average web users they share more content via IM as opposed to email or Facebook messaging, and they share more news and opinion than humor. When these users share content one-to-one with their friends, they prefer blogs and social news sites to mainstream sites, but that aversion to mainstream media disapears when they share in a one-to-many fashion (broadcast sharing like submitting to Digg, blogging and Tweeting). Again as these users are important viral seeding vectors, we should listen to their preferences and give them news or opinion with short, clean links ideal for instant messaging, and lay off the “funny” email chain letters.

This is a small part of the large data presented in the full report I did on the results of my survey, if you want to know more, be sure to read the rest of my viral content sharing report.

Dan Zarrella is a social and viral marketing scientist, you can read his blog here or follow him on Twitter here.