From Media Bistro:
Worth noting for journalists looking to measure engagement on the Twitters: your retweets aren’t necessarily your click-throughs, and the two unfortunately may have almost no correlation either.
Hubspot’s Dan Zarrella analyzed 2.7 million tweets that contained links, and his findings show that the retweets and click-throughs had only a sad Pearson’s correlation coefficient of .038. More vividly (and perhaps this is a stat that’s easier to understand), an entire 16.12 percent of the link-containing tweets Zarrella analyzed generated more retweets than clicks.
Digesting those stats, that means your assumptions are probably right when you notice a weirdly fast retweet, or see a RT of something that you already recognize as not true: Zarrella’s study implies many people tweet a link without even clicking on that link.
Forget about “RT are not endorsements.” RTs may not even be an acknowledgement that a particular link was clicked, let alone read.
Continue reading the rest of the story on Media Bistro