New research from social-analytics company Sysomos reveals--surprise!--that your tweets have fleeting value over the course of a day and, moreover, a lifetime.
Using the retweet as a key indicator for the life of a short message, Sysomos examined 1.2 billion tweets posted in the last two months. The data shows that 29 percent of tweets produced a reaction, either a reply or retweet, and that 92 percent of retweets occur within the first hour of the original message.
This is an interesting set of data, with respect to the fact that companies have begun to embrace social media as a part of their communication strategy--which remains a good idea but does call into question how to measure success over time.
Twitter as a business tool doesn't scale because the audience that actually reads and acts on any one tweet is infinitesimal. You have to spam and/or automate which defeats the social aspect, or you have to have some sorry soul tweeting all day. It doesn't work for the huge majority of businesses which is why the attrition rate for small businesses (giving up) is huge.