Twitter misunderstood by marketing press

I receive Digital Media magazine in print and e-newsletter format, which I generally enjoy. Today, I was reading through some past issues of the e-newsletter and came across this:

Twitter has purchased Twitter search engine Summize for a reported US$15 million in a cash and Twitter stock deal. The announcement comes after weeks of outages- caused by increased demand that forced the social stalking site to pull back on service features in a bid to keep the platform running. Twitter is believed to have 1 million total users, 200,000 active users per week and 3 million messages daily. The Summize acquisition may help Twitter extract value from its burgeoning audience and shape some sort of business model out of what seems to be a social networking site looking for the big monetization solution.

Twitter users are familiar with this news by now, however, I was disturbed by the phrase “the social stalking site”. Using Google, the only other place I could find this phrase was on the satirical blog, AJNN, where they used it to refer to Facebook.

Marketers, and those writing about marketing in the digital space, should be well aware of the power of micro-blogging sites. They can help you stay in touch with the market, learn from and communicate with thought-leaders, gather information quickly, promote your ideas to thinkers operating at the bleeding-edge – and all the rest. I’m not going to create a list of reasons to use Twitter because a thousand other blogs and articles have done that. What I want to say is, if you write for or edit a digital media publication and you think a social media or micro-blogging site is a “social stalking site”, you need to come up to speed, fast! As Stephen Collins might say, “This is your five minute warning”.

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