It’s pretty embarrassing for Twitter, all this coverage of its stolen documents.
But could have all the free publicity possibly have made it worth it for Twitter?
News-monitoring service VMS puts the value of Twitter’s media coverage during the last 30 days at ~$50 million.
VMS came up with the figure by multiplying the number of times the media mentioned Twitter and the PR value of each of those mentions,
How much is $50 million worth of PR? A lot, says AdAge, which reported the VMS study.
“This is huge. It’s very, very high,” said Gary Getto, VP-integrated media intelligence at VMS. “In fact, we looked at online coverage of Twitter vs. Google. Twitter is running significantly higher than Google and I didn’t think anything was more popular than Google.”
In contrast, the media value of the coverage given to Microsoft’s Bing was just $573,834, and the reach of its free media came in at just 63 million impressions.
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