Assuming those numbers are accurate 4.2% of the global population is on Twitter. Which seems highly suspect.

But for the sake of argument, if 4% of your customers are on the platform it’s highly unlikely for those users to be influenced about your product. Aka, how much does Twitter inform people choice of paper towels etc.

Now, that possibly changes for hype or fad based industries. If you’re creating buzz around a new movie sure Twitter might be relevant.