While Twitter users are busy following and engaging, the backstage organizers are now working very hard to determine what the next scene will be.
The recent resignation of Dick Costelo, CEO of Twitter, was not a surprise. Investors had made it clear that they were not happy with the lack of company growth and did not buy his company strategy.
Jason Calacanis, an entrepreneur and blogger, has some strong views on how Twitter should move forward, and they are hard to ignore.
Here are 3 points based on Jason’s advice, the next Twitter CEO NEEDS to consider:
Gaining followers is an addiction that can kill
“While the analysts might want to see dramatic action to run Twitter from 300m to 1b users, there is a strong case that doing so would drive away Twitter’s already brilliant community.”
Twitter has not matched the exponential growth of Facebook, but before calling it a loser, it’s worth considering how the channels were built on different foundations.
Twitter is packed with influencers talking about the news of tomorrow, as implied in their website slogan: ‘Get in-the-moment updates on the things that interest you. And watch events unfold, in real time, from every angle.’
Their current background photo displays star-like expressions of football players. They proudly operate on a worldly level and tap into the excitement of gaining intimacy with successful people. Tweets shatter the barrier between stardom and individuals, it’s a massive achievement.
Facebook, on the other hand, has a higher percentage of family and friend users who gather on the platform with more personal updates that would not necessarily impact the world.
So why would an increase of users hurt Twitter’s genuine community? Well, part of the answer is in the question. Twitter’s community consists of followers who genuinely share a common interest. The channel is successful in projecting people’s aspirations online and adding value to their interests, by merging experts with the general public.
Having strong influencers in your community is extremely powerful, however if they feel they are being used or neglected it can turn into very bad promotion. If users are mismanaged due to a heavy load, it may not enhance your brand image in the way that you had hoped.
Video, Live broadcasting and a bit more Video
Influencers include celebrities, journalists and leaders who have the power to impact the majority. They update their Twitter accounts more often than any other social channel. If more videos were integrated into their feeds, Twitter could witness a serious increase in their users that can put a smile on investors’ faces. The added bonus of video on Twitter is that followers are able to engage with each other more than other video channels such as YouTube.
In saying that, Twitter video landing pages need to be tailored to online brands and businesses, who can start relying on tweets for more revenue. More call to action buttons and communication around the video could make a huge difference.
Some form of merging with others
Twitter can also benefit from partnering with leaders interested in using the channel to its potential.
Calacanis paints the picture well:
‘If… Justin Bieber, Ellen, and the NBA (can) keep 70% of the revenue from ads on their Twitter profile pages and native videos, the whole revenue picture changes.’
Twitter can increase their market share by working with celebrities and leaders from different industries, as they introduce a huge amount of traffic that has already been accumulated over years.