By Nick P Canty, on 13 July 2011
Anne Thoring (MA Publishing 2009-10) has published her dissertation research. ‘Corporate Tweeting: Analysing the use of Twitter as a marketing tool by UK trade publishers’ appears in the latest issue of the Springer journal Publishing Research Quarterly.
The research found that just 42% of the sample of publishers had a Twitter account. Medium sized and larger publishers were most likely to Tweet, with the medium sized companies most active. The average publishers Tweeted during the working week and posts were mainly normal Tweets and not retweets or replies.
The majority of Tweets were about competitions, games or votes, followed by information about books and then authors. Most content was exclusive to Twitter and did not appear in the News section of the publisher’s website or other social media. The majority of Tweets contained hyperlinks.
The article is available to read through the UCL library e-journal service