Academic research on Twitter shows individual journalists' Twitter accounts may be more effective than brands': "People are more important than brands. Many of the biggest Twitter accounts are big media brands such as CNN and Time, but the study suggests Twitter’s active users actually tend to prefer individuals over outlets. So while the average follower of @NYTimes has six followers themselves, individual journalists have followers who boast a median following count of around 100. That gives individual journalists — who are also, the study says, more likely to link to a multiplicity of sources — a much wider and more influential network of connections."