If a Tweet Falls in the Forest, Does It Make a Sound?

Twitter is largely a waste of time for the average small business—with just a few exceptions. People often Tweet my posts, sometimes hundreds of times. A small percentage of those Tweets came from people with tens of thousands of Followers. You would think a Tweet that reaches, say, 50,000 people or more would generate a lot of incoming traffic, right?

Nope.

For example, one article was Tweeted by a person with 57,000 Followers; less than 700 people followed the link to read the article. That’s a 1.2 percent ROT (Return On Tweet, a metric I just made up).