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TODD SMITH — Twitter voices are largely younger, more educated, Democrat

TODD SMITH

Social media has become our virtual backyard, a go-to place to catch up on news, stars, media personalities politicians, entertainers, sports and so much more.

Varied audiences from around the world tune in. So, whose voices make up Twitter users?

To examine this question, Pew Research Center recently conducted a national survey of nearly 3,000 U.S. adult Twitter users who were willing to share their Twitter handles.

The survey provided a unique way to measure opinions and attitudes of Twitter users in the United States, and link those observations to actual Twitter behaviors, such as how often users tweet or how many accounts they follow.

The analysis found that the 22 percent of American adults who use Twitter are representative of the broader population in certain ways, but not others.

Twitter users are younger, more likely to identify as Democrats, more highly educated and have higher incomes than U.S. adults overall. Twitter users also differ from the broader population on some key social issues. For instance, Twitter users are somewhat more likely to say that immigrants strengthen rather than weaken the country and to see evidence of racial and gender-based inequalities in society. But on other subjects, the views of Twitter users are not dramatically different from those expressed by all U.S. adults.

The median user tweets just twice each month, but a small cohort of extremely active Twitter users posts with much greater regularity, according to the Pew survey. As a result, much of the content posted by Americans on Twitter reflects a small number of authors. The 10 percent of users who are most active in on Twitter are responsible for 80 percent of all tweets created by U.S. users.

Individuals who are among the top 10% most active tweeters also differ from those who tweet rarely in compelling ways. Compared with other U.S. adults on Twitter, they are much more likely to be women and more likely to say they regularly tweet about politics. However, there are only modest differences in many attitudes between those who tweet frequently and those who do not.

U.S. adult Twitter users differ in significant ways from the overall U.S. adult population. Most notably, Twitter users are much younger than the average U.S adult and are also more likely than the general public to have a college degree. The median age of adult U.S. Twitter users is 40, while the median U.S. adult is 47 years old, according to Pew. Another way to look at it, the U.S. adult population is nearly equally divided between those ages 18 to 49 and those ages 50 and older. But Twitter users are nearly three times as likely to be younger than 50 (73 percent) as to be 50 or older (27 percent).

Twitter users also tend to have higher levels of household income and educational levels relative to the general adult population, according to the study. Some 42% of adult Twitter users have at least a bachelor’s degree – 11 percentage points higher than the overall share of the public with this level of education (31 percent). Similarly, the number of adult Twitter users reporting a household income above $75,000 is 9 points greater than the same figure in the general population – 41 percent vs. 32 percent. But the gender and racial or ethnic makeup of Twitter users is largely similar to the adult population as a whole.

LinkedIn is Dedicated to News Delivery

LinkedIn first and foremost is a professional networking and business platform.

However the social media hub is unapologetically a media company.

Some 50 editors, led by editor-in-chief Dan Roth and editor-at-large Jessi Hempel, delivers news to LinkedIn users around the world.

Hempel joined the site this year after 17 years in the magazine business, working for prestigious publications such as Businessweek, Fortune, and Wired.

Most of those 50 editors are not writing stories like Hempel, or working on her podcast, Hello Monday. Instead, they’re summarizing big news stories and surfacing public discussions among people who are interested by that news.

Touchdown Mic | Music City Shatters NFL Draft Records

When it comes to records, Music City may be the best place in the world.

And when it comes to sparkling in the spotlight, there is none other like Nashville. So when the city took center stage for the 2019 NFL draft, it rolled out the red carpet, and belted out the hits like never before.

A record-smashing 600,000 people flooded the city’s honky-tonk district to take in the three-day football bonanza, according to the NFL. The largest sports spectacle in Tennessee’s history wrapped up last Saturday with sky-high praise from many inside and outside the league – and around the world!

The NFL also reported that a record-breaking 47.5 million viewers tuned in for the show. That viewership number was up 5 percent from last year.

Nashville knows how to throw a shindig, and let’s just say Music City blew all those other big city NFL draft hosts away. Previous host Philadelphia, was the next closest in attendance, but even that didn’t hold a candle to Nashville. The City of Brotherly Love notched 275,000 people for the event, less than half the number of fans who attended this year.

And famed country stars – from Dierks Bentley to Tim McGraw who amped the experience with free concerts – sports legends, entertainers and thousands of media outlets from around the world blew our “It City” moniker to exciting new heights!

“To this point, hard not to give Nashville an A-plus for this draft,” Peter O’Reilly, the NFL’s senior vice president of events, told the Associated Press.

The head of the hometown team echoed those sentiments. “We lived up to the hype,” Tennessee Titans general manager Jon Robinson said during a Saturday news conference between picks.

Sports media, draft-goers and fans watching the televised event at home shared their high marks for Nashville on social media. And it did not take long for Twitter to light up with requests to have the city host the draft again and speculation about whether Music City could handle the Super Bowl.

“Drafts in NY, Chicago, Philadelphia and Dallas were tremendous and all were great hosts. There never has been a scene like this for any draft in any sport, ever. Nashville’s insane,” ESPN’s Adam Schefter said in a tweet during the draft.

Butch Spyridon, president and CEO of the Nashville Convention and Visitors Corp., said the event wrapped up with minimal disruption given its size and scope.

“Along with the NFL, the city executed its responsibilities virtually flawlessly,” Spyridon, whose organization was instrumental in bringing the draft to town, told The Tennessean

“We couldn’t have been more proud to live and work in this town. The media comments, the TV coverage and the fan response was overwhelmingly positive,” he said. “Nashville took center stage, alongside the players and the NFL (as it should have been). Our Metro departments, volunteers and sponsors deserve our gratitude.”

NFL Commissioner Roger Goodell was equally as pleased!

“The 2019 NFL Draft was a tremendous continuation of the celebration of the NFL’s 100th season and an opportunity to welcome the next generation of stars,” Goodell said in a statement. “Dramatic and emotional storylines played out in cities across the country with the energetic host city of Nashville serving as a breathtaking backdrop to hundreds of thousands of passionate fans who lined the streets and enjoyed a unique NFL Draft Experience. We congratulate our newest players and their families and thank the Tennessee Titans, the Nashville Convention & Visitors Corp., the city of Nashville, the volunteers and everyone who made the draft such a memorable, entertaining and successful experience.”

As a longtime Nashville resident – and original Tennessee Titans season ticket holder – I couldn’t be more proud of the record-smashing success my fair city showed the world!

Each week, The Spin Cycle will bestow a Golden Mic Award to the person, group or company in the court of public opinion that best exemplifies the tenets of solid PR, marketing and advertising – and those who don’t. Stay tuned – and step-up to the mic! And remember … Amplify Your Brand!

» TODD SMITH is president and chief communications officer of Deane, Smith & Partners, a full-service branding, PR, marketing and advertising firm with offices in Jackson. The firm — based in Nashville, Tenn. — is also affiliated with Mad Genius. Contact him at todd@deanesmithpartners.com, and follow him @spinsurgeon.

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