Twitter Was Stupid: Game On

Posted by Divesh Sisodraker

Heard in a boardroom: "Twitter is stupid." "Twitter is a waste of time." "I don't get the exhibitionist SMS fetish that Twitter users have."

This is understandable given the way that most people are using Twitter today. What is interesting is how many smart people judge Twitter as an application, and how few judge it as a platform/communications channel.

As a social platform, Twitter has two interesting characteristics. First, behavior on Twitter is a lot like behavior on instant messaging services, it is violently fast. Second, the unique one-to-many messaging characteristic of the system means a potential for Marshall stack-like amplification of messages through the re-tweeting process.

Leveraging these characteristics in a business context can be very powerful for any company, but to do so, you need to think of Twitter as a platform, not as an application.

We are already seeing Twitter being used very successfully by Dell and others for broadcast marketing promotions. But it is very early days, what else needs to be done? How about Constant Contact for Twitter?

I am willing to bet that there are a lot of organizations that would be willing to pay anywhere from $50 to $500 per month for a system to send personalized tweets (not broadcast tweets), measure response and click through, measure conversion and use that data to build a marketing database for future segmentation and offers.

How about a $10 per month for a SurveyMonkey app? How about a simple social polling app that is ad supported? These can be very lucrative businesses for small teams that are willing to put in the resources to create an app and can then get traction. I haven't seen many products out there like these that are useful for business people, even though my colleagues have expressed a desire for them. (and, yes, I have looked)

Twitter the application provides a realtime pulse for businesses and brands around what is being discussed in the Twittersphere. Twitter the platform is a breakthrough communications vehicle to engage with the public. Twitter is headed past the tipping point, but social software developers need to put on their business hats to put Twitter into the right context to drive more meaningful conversations in the boardroom (and drive more revenue).

Game on.

Company:
Twitter
Website:
http://www.twitter.com
Location:
San Francisco, California, United States

Twitter is a privately funded startup with offices in the SoMA neighborhood of San Francisco, CA. Started as a side project in March of 2006, Twitter has grown into a real-time short messaging service that works over multiple networks and devices. In countries all around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates... more


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Divesh Sisodraker

Divesh Sisodraker

Divesh Sisodraker is a Partner of Vanedge Capital. He is currently transitioning from his role as President and Chief Executive Officer (CEO) of coincidenceLabs, an early stage company that provides consumer brands with social customer relationship management (CRM) technologies. Prior to coincidenceLabs, Divesh was Executive Vice President and CFO at San Francisco based Taleo Corporation.... more



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