New data indicates Twitter uses often don’t read the links they re-tweet

When you’re picking, choosing, and crafting content to power your Twitter marketing efforts, it’s easy to think that measurements like clickthroughs and retweets would both reflect “successful” or “engaging” content — or insert your own unicorns-and-rainbows adjective there. “Remarkable,” “worth sharing,” and “interesting” all work well, too. But, as it often is, reality can be different than what feels true.

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