Monday, January 12, 2015

Twitter Ads

I’m writing about Twitter today, how they’re selling ads against Tweets embedded on other websites as a way to reach non-Twitter users. If you’ve got a few minutes today, I would love to hear what you think!

Twitter has it backwards. Instead of focusing first on monetization, it ought to focus on delighting customers. This is how Facebook and Google grew: by following the “if-you-build-it-they-will-come” playbook. By contrast, Twitter seems to be following the “if-we-build-it-they-must-be-monetized” playbook. Making money is the easy part; attracting a billion users is the hard part.

To be sure, there’s nothing wrong with Twitter’s idea per se. It’s the way Twitter is proceeding that’s troubling: without clarity, without partners, without vision.

Addendum: Success!

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