Late City Edition producer Erica Getto was joined by Columbia Business School professor Olivier Toubia for a discussion on Twitter. Toubia recently co-authored the report “Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?” in the journal Marketing Science. Listen in to hear his findings on why we tweet, how often we tweet, and how Twitter may be trending towards more of a media consumption than contribution site.