|Report reveals only 11 percent of 2012 Twitter users still tweet|
|The social media platform has celebrated millions of active users, but last year when it offered its first IPO, it became obvious that monetizing the service would be a problem. While one reason was the fact that few Twitter users ever see the ads it sells, there were other missteps in Twitter's IPO launch. |
Twitter CEO Dick Costolo reportedly told employees that by the end of 2013, the service would have 400 million monthly active users. With a real user number of 241 million, Twitter missed the mark analysts thought it would reach.
Additionally, Twitter suffered some loss of earnings. In February, Bloomberg reported, "Net loss was $511.5 million compared with $8.7 million a year earlier, and was more than double analysts’ projections of $253.5 million."
But that isn't all.
According to a forthcoming report by Twitter monitoring service Twopcharts, the number of actual users who stick with the service seems to be a statistic that threatens Twitter's future. Apparently, while Twitter does have a high signup rate, Twitter has trouble getting those members to regularly use it.
Speaking from experience, twitter took away one of the best usability tools last year. The original tweedeck. That tool helped find tweets, monitor streams, tweet and RT, manage the account, etc., so much easier than twitter's own replacement tweetdeck.
I have probably used twitter less than I would have done for that one reason alone.
The loss of all the 3rd party Twitter clients took a lot of the fun out of it for developers too. If everyone has to use the Twitter properties then that takes a lot of interest away as well. I understand why they're doing this, but it doesn't motivate me to use their service.
Kind of not surprised. Twitter seems a degree less than social. Seems like a higher ratio of broadcast to dialogue, which makes it feel less like a community and more like a tool. At least to me it does.
|The loss of all the 3rd party Twitter clients took a lot of the fun out of it for developers |
|Seems like a higher ratio of broadcast to dialogue |
Agree with both comments.
Twitter, it seems, made a conscious decision some time ago to abandon its original community of engaged users (ie. the Twitter eco-system developers and their proactive audiences) in favour of more passive users who are greater in number, eager to follow celebrities, and (one assumes) more responsive to commercial advertising.
This entirely makes sense, given that Twitter wanted to be a media channel business funded by traditional advertising. In the short-term, the strategy increased eyeballs, advertising revenue and income-per-user.
But when you turn your back on more-engaged users and favour a larger, more passive, more mercurial audience, their larger numbers in the near-term may ultimately mean little, when they leave you in favour of chasing the next shiny object.
I think Twitter is focusing on the wrong business model. It's a P2P communication infrastructure (like SMS), not a media company.
Twitter should look at how cellphone network providers (or ISPs) offer paid subscription "bolt-ons" to see how to monetise its services.
To its credit, App.net (no affiliation) is pursuing this approach.
I agree, ronin.
Broadcasting seems the way perhaps twitter has gone through it's lack of deeper understanding of the market. Although, it's trying now to bring back some of the social aspect it seems to have lost.
For example, Twitter Makes Photo Sharing More Social With Multiple Photos and Tagging [webmasterworld.com]
Is it too late for twitter? I don't know.