On the cutting edge

YouGov surveyed 2,024 adults, of whom more than 200 use Twitter, and compared the views and characteristics of the Twitterati with those of the sample as a whole.

The report found Britain’s 5.5 million Twitter users are younger than average members of the public, slightly more likely to vote Labour and distinctly more liberal. They are 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% of the sample as a whole, but by 43% 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.

Twitter and all social media have a great role to play in the communications mix, but picking the right media for your message is vital.

Should the marketing managers at Holland’s Pies or Boddington’s Bitter be spending time and money on Twitter campaigns? You’d have a job convincing me.

Michael Bennett,
Managing director, Pelican Public relations

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