“Overall, a 30% increase in positive Tweets is four times more effective in driving sales than a 30% increase in existing above-the-line advertising.”

That is an impressive statistic, quoted directly from a Twitter infographic and attributed to a study by Deloitte. With the inclusion of a big name audit and consulting firm doing a study of 100 different game releases, it has all of the marks of credibility.

Unfortunately, it isn’t true. [Read more…]