Twitter turns attention to 'pros': What that means
Last week Twitter acquired TweetDeck, one of the most popular and influential Twitter clients, in a move Twitter said will help it better serve the needs of heavy users and “pros,” the power users in the Twitterverse.For social media watchers, the acquisition has a number of implications, including how Twitter views its own role and likely ways that marketers will be working with the service in the future.
In the social media world, Facebook is a classic walled garden. Most of what you can and would want to accomplish on Facebook happens within its virtual four walls. Twitter has always been a bit different. It's published a “firehose” API to allow other companies to build Twitter-centric tools. Many power users never visit Twitter.com at all.
That said, Twitter is also very focused on figuring out how to monetize itself—so much so that, when good ideas take place in its extended ecosystem, it has shown a strong willingness to either acquire that capability (as it did with Twitter search provider Summize) or create a version on its own (as it looks to be doing this week, with an expected launch of a new photo-sharing service).
Its acquisition of TweetDeck fits the Summize mold. TweetDeck helped develop the multicolumn, multiaccount Twitter client, a necessity for power Twitter users. Twitter can't afford to ignore those high-volume users, including marketing and PR pros, who in many ways represent the lifeblood of the service.
For sophisticated social media marketers, the power of such platforms as TweetDeck or Seesmic —not to mention even more CRM-oriented social media platforms like CoTweet, HootSuite or Salesforce.com's Radian6 —is hardly anything new. But Twitter's acquisition of TweetDeck now moves such platforms further into the mainstream—albeit the “pro” mainstream—as Twitter very clearly signaled the TweetDeck acquisition was all about serving its most sophisticated users.
One obvious takeaway is that Twitter power users need power tools to manage their social media postings and conversation-tracking. If b2b marketers aren't already using some sort of tool beyond Twitter.com, they are missing the boat.
Will TweetDeck morph into a “freemium” product, offering a basic free version while charging a premium for advanced features or will it turn into a fully paid product? One model for that development might be HootSuite, the tool that probably represents the first stepping stone toward a “pro” Twitter client. Last year, HootSuite rolled out new paid plans that started charging even relatively light users for the service.
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When the glass is ready, she arranges it in the bottom of a mold before pouring the cement over the top, kind of like the way pineapple upside-down cake is made, she said. Crawford is taking her time completing the stepping stones.
One model for that development might be HootSuite, the tool that probably represents the first stepping stone toward a “pro” Twitter client. Last year, HootSuite rolled out new paid plans that started charging even relatively light users for the
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