By: CHRISTOPHER MIMS
Whether you’re a Twitter pro or a complete novice, odds are the best way to get the most out of Twitter is to avoid it as much as possible. Delete the app off your phone. Stay away from its website and desktop client apps. Just log out.
Understanding why this is the case illustrates Twitter Inc.’s larger problem: the service reaches way more people than have accounts or regularly engage with Twitter directly. Twitter even measures this.
While it reports 313 million monthly active users, Twitter’s “total addressable audience” is 800 million. That includes people who see tweets outside Twitter’s website or apps, as when they are embedded in a webpage or news article. And that doesn’t even count things Twitter can’t measure, like the segment of seemingly every cable news show that consists of simply reading tweets aloud.
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