Tweet if you will: the real question is, who do you influence?

Abstract

Large numbers of today's businesses use social media in advertising. There is a belief in a great opportunity, even if return on investment is difficult to quantify. To fill this gap we consider a cross-media-platform-analysis across Facebook, Twitter and Foursquare. Rationale for and against different characteristics within social media advertisement are addressed. The paper finds correlation from posts and tweets to Foursquare check-ins. Results show that posts or tweets containing pictures have higher return on investment than posts or tweets without, and that when the text of a post or tweet raises curiosity or attracts individuals or groups Foursquare check-ins increase.