The evolution of Twitter in Chile

Since this is my first blog ever, I just wanted to comment some interesting facts that are closely related with Twitter, the first tool we discussed in our last Social Media class. However, I also wanted this to be special, so I decided to talk a little bit about the impact of twitter in my country, Chile.

According to, the digital version of one of the most important newspapers in Chile, the number of twitter users in Latin-America in general increased significantly on 2009 after it became available in Spanish. Nevertheless, after the 8.8 earthquake that affected a great part of Chileans on February 2010, the number of users increased 500%. This phenomenon doesn’t require too much explanation: During the days after the earthquake, Twitter was the most useful tool to find timely information about after-shocks magnitudes, finding ways to collaborate and even sharing pictures or videos of that scary moment.

Despite how impressive these numbers are, I also found more recent information about Chileans and Twitter. On July 2012, TechCrunch published an article showing the findings of a study made by a French company called Semiocast, saying that despite Twitter has over 500 million users accounts, only 27% are active users. They defined being active as to modify the account (Tweeting, changing avatar or subscribing to new followers) over a three month period (Sept-Nov 2011).  In the case of Chile, this number drops to only 24% of users. However, this study doesn’t take into account those people who are just looking at what other people post, and my feeling is that in Chile we have many of those people.

We know that Twitter is such a powerful tool for companies to monitor and understand their customer’s need and feelings toward their brands and improve customer satisfaction through actions. Now the next challenge is to convince people to use Twitter, and Social Media in general, as one of the most direct and effective ways to communicate with companies, in any place of the world.


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