Computerworld — With Ashton Kutcher racing CNN to be the first to have 1 million Twitter followers, and Twitter's CEO Evan Williams sitting down with the ladies on Oprah Friday, what is becoming of the Web site that's garnered such techie love?

Is all this mainstream media attention changing Twitter? Are the likes of singer Britney Spears, actor Kutcher and Oprah taking the micro-blogging site in a different - and arguably frivolous and non-tech or non-business - direction?

Some long-time Twitterers may just feel like they're being punk'd.

"The attention that the competition for followers is getting is not a great thing," said Ezra Gottheil, an analyst for Technology Business Research, Inc. "Anyone thinking of Twitter as something useful in business or in journalism is going to be kind of put-off by this."

Twitter became a scene for a junior high school-esque popularity competition this week. Kutcher, a model, actor and host of MTV's Punk'd television show, was in a head-to-head battle for followers with media mogul CNN. With the media tracking the Kutcher/CNN competition like it was a retelling of the Obama/McCain race, both were trying to be the first to capture 1 million Twitter followers. Kutcher edged out the news house to be the first to hit the Twitter milestone.

Friday, Kutcher will also make an appearance on the Oprah Winfrey show, who joined the Twitterverse and made her first Tweets Friday, including a request for a reuben sandwich and an update on her dog's rabies vaccine. With only six Tweets under her belt, Oprah already has more than 106,000 followers.

It's not like Twitter just made a head-long dive into the mainstream media this week. Actually, analysts at comScore, Inc., an online traffic tracker, said just Thursday that a good part of Twitter's recent traffic boom can be traced back to everyone from the ladies of The View program to deejays and sitcoms talking about the Web site.

"It seems you can't get through a typical newscast anymore without some mention of Twitter," said Andrew Lipsman, an analyst at ComScore Inc., in a blog post this week. "It just goes to show you how much social media, and specifically a site like Twitter, has become woven into the fabric of our daily media lives."

And with that kind of widespread attention, Twitter had a 131% increase in U.S. visitors just from February to March of this year, according to ComScore, a market research firm.. And last week, the same analysts reported that Twitter traffic jumped 700% in February compared to the same month last year.

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