Yahoo! scientist: Twitter volume is more valuable than celeb status

04/14/2010 | Advertising Age (tiered subscription model)

Companies paying for tweets to build their brand awareness and sales would do better to focus their resources on recruiting many Twitter followers rather than paying big bucks to a big name, says Yahoo! researcher Duncan Watts. "If you recruit enough people who, on average, influence just one other person, you could get a much better return on investment if you aggregated them and altogether paid them a tenth of what [Kim] Kardashian gets."

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