As of this writing, the Twitter IPO awaits with major anticipation. Investors, social media fans, marketers, industry writers, and even some regular consumers are waiting to see what happens to the 140-character giant.
As of this writing, no one knows for sure.
No one knows if Twitter's IPO will be a "disaster" like Facebook's, assuming the value of the network is as high as people on Wall Street believe it is. Right now, it doesn't seem to matter and Facebook is doing well, but at the time it was #EggonFace for Facebook. But will Twitter face the same fate?
At the very first murmurings of Twitter's IPO (secret IPO, mind you), people thought that Twitter would follow suit. Now people aren't so sure.
You see, Twitter's service, though still not nearly as popular as Facebook, is one that people really pay attention to.
Twitter unknowingly advocated for the hashtag, a move that every major social network now is trying to emulate. Not only social networks but brands are trying to capitalize on the hashtag as well.
The biggest question is: will Twitter find ways to produce revenue as fast — if not faster — than Facebook? We think it will. The platform, which is doing great on laptops, tablets, and mobile phones, can create channels for advertising quite easily. But will the channels be too intrusive for its current populace? Again, we don't think so.
If Twitter can create a way that ads can be shown only to people who already follow, or follow 90% of those who follow that brand, that could be pretty powerful, and lucrative.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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