A new study by Edison Research provides a complex and multi-layered picture of Twitter – along with some interesting data points that suggest it may not be worthwhile for some companies to focus their online marketing efforts on the micro-blogging site.

This, of course, contradicts other studies – at least about social media, not necessarily Twitter – as well as what has become conventional wisdom on how to advance a brand, according to MarketingVOX. The other studies include a small but now infamous study by Vitrue that found one fan on Facebook is worth $3.60 and a Facebook Page with one million fans is worth a minimum of $3.6 million in earned media annually.Then there is a study by Hubspot.com, which found that many B2C and B2B companies are successfully using social media networks to acquire customers, with more than four in 10 companies overall having acquired a customer from four major social media channels. More>>