A recent research by Nielsenshows that Twitter’s retention rates are around 40 percent, which is on the low end for social media. While Twitter still is a relatively new phenomenon and its growth rate remain impressive, the study casts doubt about its long-term sustainability.
Irrespective of whether one agrees with this research or not, this should make government organizations think carefully as they develop their social media strategies. While a government presence on Facebook, Twitter, YouTube, Flickr look inevitable, each of these mainstream tool may become less relevant or morph into something very different in the future.
Government organizations should not commit to any of them: presence on social media is strategic, but their choice is tactical.