Mark Pack

A new academic study has plenty of important and useful findings, but none more so than the conclusion:

We found that influence is not gained spontaneously or accidentally, but through concerted effort. In order to gain and maintain influence, users need to keep great personal involvement.

In other words, it takes time and persistence – an important point to remember when sometimes the instinct for companies is to view Twitter as a tool for a short-term campaigns. It can have such a role, but Twitter is usually at its most useful when viewed as a long-term commitment that brings long-term benefits.

Cross-posted from the Mandate blog.