Journalists: Twitter, what is it good for? Not site traffic.

Journalists, twitter, what is it good for? Maybe not for driving traffic to your website. If website traffic is part of your Twitter ROI calculation, you might want to rethink.

Derek Thompson at The Atlantic explains:

“The more sophisticated takeaway is that Twitter is worthless for the limited purpose of driving traffic to your website, because Twitter is not a portal for outbound links, but rather a homepage for self-contained pictures and observations.

This is why the recently released native Twitter video feature is so important.