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Nielsen on Twitter

Posted on May 12th, 2009 by John Nicholson

Usability guru Jakob Nielsen discusses Twitter in this week’s BusinessWeek. Most interesting parts:

Do you think it’s a good idea for CEOs to tweet to their customers?

Mostly no. Posting on the Web is the modern PR, and the CEO’s job is to articulate the company’s vision and direction, which requires more than 140 characters. Being perceived as a wise guy or a shallow thinker is not going to do your stock price much good. We have just completed a usability study of investor relations info on corporate Web sites, and one of the big reasons individual investors turn to companies’ Web sites is to find the CEO’s vision and take on the company’s and industry’s direction.

Because users don’t want to read very much online, this information should be addressed concisely, but not as concisely as in a tweet. Better to write something deeper (or post a video clip, since investors also want to assess the CEO’s personality by watching him or her speak), and then announce that, with a link, from the company’s general Twitter update, as opposed to in the CEO’s personal tweet.

Do you think the growth of Twitter is a threat to individuals’ ability to concentrate?

If you care about productivity, don’t check your Twitter feed while you’re trying to get work done. Disruptions are deadly for productivity because it takes several minutes to reorient the brain every time you go off track looking at something else. Stick to checking updates once per day—for example, during lunch. All the tweets will still be there.

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