Some say that Facebook is The Place to Be; others argue that Twitter has a much greater potential. While Facebook has recently announded having reached the billion users level, Twitter has bearly a few hundred million, and they exchange more than 400 million messages per day worldwide. However, no suspicion about fake accounts have been circulating in the media when it comes to Twitter.
During a recent interview with CNBC Business Day, Twitter’s CEO – Dick Costolo enumerated three strategic objectives that the company he manages holds: supporting the growth of users’ number, increasing their participation and developing a more efficient advertising model. One of the best ways to achieve the first two objectives is to take advantage of what drives the daily Time Line: news and TV shows, as both of them are entertaining.
Although Twitter’s CEO did not say a word about it, one of the Twitter’s growth drivers is the optimization of television use. The recent launch of its Fall TV service responds in part to this concern. Twitter can not continue to grow without television. Firstly, a good part of the most followed accounts belong to television celebrities. Secondly, the world of television is always animated, thus allowing the Time Line to be awake 24 hours a day, 7 days a week.
Although they don’t entirely enjoy to make their social network depend on TV, Twitter’s leaders also know that TV channels need to constantly recruit new viewers and that most of them have a Twitter account. Therefore, it is no wonder that Twitter has involved an army of developers into a huge project that aims to successfully integrate Twitter into TV programs.
Has Twitter chosen the right path for its future? It certainly has picked something different that its competitors and this increases its success potential.