Can Twitter replace traditional survey research?

Twitter has become a great crowdsourcing tool for marketers and journalists alike. For instance, The New York Times tech columnist David Pogue uses Twitter for ideas; PR firm Waggener Edstrom predicted who would win the Academy Award for “Best Picture” based on tweets. Meanwhile, response rates are declining for both e-mail and phone surveys. Is Twitter the remedy? Greg Radner, global head of PR services at Thomson Reuters, explored this hot topic. — Matthew Royse