I was asked on a call yesterday: What’s the most interesting thing that’s going on right now? With that question, my mind typically goes instantly blank. There’s always interesting stuff going on in lots of different arenas. But if I had to name one thing, Twitter is probably it.
In a matter of months, amazingly, the site/service has gone from being a “time waster” in search of a business model to the hottest marketing platform around.
I was on BART (Bay Area Rapid Transit) this weekend taking my 9-year-old daughter to see Wicked (recommend) and saw a poster to follow BART on Twitter. I was amazed that a public transit agency was using Twitter. To me this symbolized the mainstream arrival of Twitter. Very quickly brands, retailers and marketers of all stripes are adopting Twitter. And all of this has happened in months.
Saleforce announced yesterday it was integrating Twitter for customer support queries. And Federated Media has built a Twitter-powered site called “ExecTweets” featuring theoretically influential individuals. This is the first overt money making effort for Twitter (built by Federated Media and sponsored by Microsoft). We’re also likely to see text advertising appear on Twitter in the not-to-distant future.
The growth and adoption of Twitter may be unprecedented. Google, YouTube, Facebook . . . Twitter. It’s on the cusp of “verb status.” The question now is . . . who will be the lucky buyer? And will it be more or less than $1B?
If I were sitting in Redmond, I would say to myself, “We can pick up Twitter for cash for a fraction of what it would cost to buy Facebook” and it’s arguably a more effective marketing platform.