Twitter turns 10 but is still dividing people's opinions of social media
TEN years on from its foundation after “a day-long brain- storming session” in a San Francisco office, social media platform Twitter has come to something of a crossroads.
In February, it was widely reported that, for the first time in its history, its growth in users had stalled. Some 320 million people log in at least once a month. That compares to the 1.59 billion users Facebook boasted at the end of last year. Mainstream media talked of a crisis at Twitter and focused on the company’s dramatic fall in valuation.
From a flotation price of $25bn in 2013, the company’s current value is $10bn. The assessment is that investors are spooked. However, despite posting a loss of $90m in 2015 there was one very notable bright spot. It’s revenue increased by 48% to $710.5m and the company’s directors are staying positive.
It would appear they are right to be. Some trends are going in the right direction. In the last two quarters of 2015, Twitter reported significant year-on-year increases in ad engagement. The last two quarters of 2015 saw increases of 165% and 153% respectively.
In their annual report for the year, Twitter noted the importance of autoplay videos, such as vines and GIFs, and the expectation is that this area will grow.
Earlier this month, Twitter vice president Matt Derella told Marketingland.com that he expects live video to be very popular with marketers.
“Live video has always been something marketers love,” he explained. “This is the next evolution. Creative directors and CMOs get really excited about this.” So where does it go from here?
“It’s difficult to know,” says social media strategist, Darragh Doyle (@DarraghDoyle). “I believe that Twitter will accept it will never be a Facebook and instead focus on what it’s good at — being a resource for people to find out information and to interact with like minded people. With the possibilities of further interaction of live streaming and video integration, it will be a source of information and entertainment in much the same way radio is.”
Doyle features regularly in lists of top Irish tweeters and is well-respected in the vast community. For him the platform has been a God-send.
“I would not be doing what I do today in any way as well without Twitter,” says the Kilkenny native, whose followers number over 33,000. “I’ve fostered acquaintances and friendships via Twitter as well as professional relationships. Some of Ireland’s top brands, festivals and organisations have asked me to help them with their online presences and I’m known for my prolific use of it. I don’t take that for granted though and I seek every opportunity to give back to it when I can.”
Though its European HQ is in Dublin not everyone in Ireland has taken to Twitter. According to Ipsos MRBI’s Social Networking Quarterly Report for the first quarter of 2016, 31% of the island’s population over 15 use the short-message-medium. That’s about half the number that uses Facebook.
Of those signed up, only 35% log on daily. That said, its usage among Irish people has risen steadily and more people are cottoning on to its potential.
Community is something that business woman and social media consultant Samantha Kelly feels is integral to Twitter. Kelly’s @irishbizparty and its sister hashtag has become something of a Wednesday night phenomenon.
Frustrated by her efforts to cut through red tape, the Wexford native put out a tweet asking others if they had had the same experience. She got numerous replies and decided to come back the following Wednesday to find, promote and connect businesses and services through Twitter.
What started as a small but committed group has turned into something of an admirable mob giving each other advice, promotion and ultimately business. Kelly’s mid-week online conferences regularly trend on Twitter and it became such a staple of the platform that she started being invited to give seminars and workshops on the medium.
“It has changed my whole life,” says Kelly. “It has opened up a whole new world and I now have a business which didn’t exist ten years ago. One tweet can create awesome opportunities. Eighty-five per cent of Twitter users say they are more likely to buy from a small business owner who they have engaged with on Twitter so it gives them a chance to get ahead of the big guys.”
In recent times, the platform has become more prominent in Irish politics. During last year’s gay marriage referendum, the hashtag #MarRef trended regularly around the world and during this year’s general election, Twitter was used by both RTÉ and TV3 to gauge reaction to leaders’ debates. Of course, much of what goes out on Twitter is junk and trolling has become endemic. Stephen Fry quit the platform recently after he was attacked online for an unsavoury joke aimed at a Bafta award winner.
He explained his decision on his website : “It’s quite simple really: the room had started to smell. Really quite bad.” Twitter are banking on others not feeling the same way.
5 TO FOLLOW
As he points out himself, not the famous writer but a witty presence on Twitter since May 2008. Good craic.
Never mind the politics, it’s the tweets about creme egg dreams, his teddy bears, and the random pictures from his garden with lines such as “bluebells are 4 love” that do it. As he might say himself — go hana weird ar fad.
Ireland’s top up and coming political commentator, the Today FM man’s tweets are regular and never empty. Sober.
Poses questions rather than ranting answers, which kind of fits her style. Easy going.
Profile describes himself as an “infamous Brit-licker”, and he’s always insightful and witty on a range of subjects.
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