How to save Twitter

First, let’s establish something. Despite all the Wall Street belly-aching about Twitter, The Bird is a powerful force in our world. It is a place for innovation, conversation and collaboration. It is where news breaks and politicians rant. It is the place for real-time commentary on live events.

But if Twitter has no paying customers, it will not be a platform forever. So there is the rub. Twitter has an enormous and passionate audience. It has a goldmine of real-time data. It is a primary method for getting news to spread. It is changing the world through Twitter chats.

… and yet nobody is paying for any of this.

Twitter will never have the mainstream panache of Facebook or the dead-simple interface of Instagram. It needs to find a way to focus on being profitable with LOW user growth … and you know, there are LOTS of companies that do that.

But what Twitter lacks in growth it makes up for in high-octane relevance. When Kanye West and Wiz Khalifa cross swords over marriage and marijuana, they do so on Twitter. When Oprah single-handedly lifts a brand’s stock price 23 percent, she does so on Twitter. And when a politician gaffes so hard it sparks a mocking hashtag, he or she (but probably he) does so on Twitter.

Twitter has become part of the fabric of our lives.

So as the stock for our beloved little channel continues to tumble, Tom Webster and I decided to take this on. How do you save Twitter? We cover a lot of ground in this 30 minute episode of The Marketing Companion and you’re going to enjoy the debate!

Here we go! How to save Twitter …

If you can’t access the Snapchat for the win edition above, click on this link to listen to Episode 73

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Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty, the best weekly curation of digital news.

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