Twitter talked up the hundreds of millions of users it has at its first Analyst Day. Not just the “284 million active registered users” but the “500 million unique visitors,” what the company calls “logged out” users. CEO Dick Costolo said he wants Twitter to build “the largest daily audience in the world.” And CFO Anthony Noto said the goal is to “reach the largest daily audience in the world by connecting everyone to their world via our information sharing and distribution platform products and be one of the top revenue generating Internet companies in the world.”
So clearly, Twitter has tied these audience numbers very closely to financial success. And no doubt, Twitter’s ability to reach a vast audience is part of the appeal from a variety of angles — as a marketer, investor, entertainer, etc. But as PRs have learned from years of social media activity, numbers aren’t the only prominent factor.