Twitter is a platform unlike any other, in that it has enough real-time data and intelligence that can be mapped against over 300 million active users. These users are more likely to be more influential and use other media concurrently (especially TV). Therefore, a compelling argument can be made that, if used properly, Twitter’s real-time user behavior and media-consumption data can be among the most valuable consumer data.
Source: What Everyone’s Got Wrong About Twitter (Including Twitter) | Re/code