Twitter reported on Thursday that it now has more than 100 million active users, half of which log into the website every day.
Late Thursday, Twitter announced it has surpassed the 100 million mark in terms of active users globally. The platform has seen a rapid transformation in recent years from a new microblogging website to a key platform in enterprise social media marketing campaigns.

On its blog, the company reported that more than half its users log into the website every day to interact with friends, track news and take advantage of offers and other interactive messages from their favorite brands.

The scope of Twitter has become so widespread that consumers often turn to the website, rather than major news organizations, to keep an eye on current events. Content marketing campaigns can also receive a boost from Twitter as part of this trend. Given the popularity of Twitter for news, social users enjoy clicking through to interesting content. Producing quality, customized content for a B2B or B2C ecommerce website and linking to these posts on Twitter will likely draw more relevant traffic.

Brafton reported on Thursday that social media strategy is as important as simply using the platforms. Targeting users with smaller, more interactive groups of contacts is more likely to produce conversions than those with larger, impersonal networks.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.