“Twitter stock plummets.” “The great social crash of 2014 is upon us.” “Twitter is going to pull Facebook stock down quick.”
I’m seeing the comments pop up and today’s big drop in Twitter stock lines right up.
Here are 5 changes Twitter can make to save their stock.
Twitter is 85% spam, 10% full of killer possibilities, and 5% authentic communication. What are the killer possibilities? That’s where the dreamers at Twitter need to live. Even though 77% of Twitter users are outside of the US, every company in the US is fighting to have their boring tweets read and reposted. Twitter continues to gather users for Wall Street reporting, but their users aren’t active. Twitter users that have real conversations are few and far between. But, there are some fans fighting for the platform to win – engaging each other every chance they get. The “10% full of killer possibilities” for the Twitter team lies in their ability to empower the faithful and authentic conversations. Twitter may be growing, but 44% of Twitter accounts have never sent one tweet.
Here are the 5 Changes to Save Twitter Stock now.
1. Stop the Bots – Accounts with eerily similar followers and following stats are suspect. Their tools run rampant with the main rule, “I followed you, so follow me within a few days, or I will unfollow you.” or “You followed me, so I will automatically follow you back, unless you unfollow me, then I will unfollow you.” These accounts are worthless. The rules these accounts live by are not healthy. Their numbers should be thrown out of all Twitter annual reports to Wall Street. The bots should be stopped, but they won’t because they would kill the numbers Twitter reports.
2. Rally the Base – Twitter needs to find new ways to elevate authentic conversations. With the introduction of photo tagging and the favorite button, there have been some advancements. However, using the Twitter site and Twitter mobile app, it’s just not easy to retweet someone and comment on what they have posted.
3. Reopen Unused accounts – There are millions of squatters who grabbed names of businesses, brands, bloggers and people and Twitter needs to have a petition process where active users can obtain an unused account that has no Trademark filings.
4. Honor tasteful business advertising. – It’s really hard to buy good advertising on Twitter. I’ve tried it. I’ve bought it for businesses and clients and it doesn’t work. The problem isn’t the offering. The problem is the following. Clean up the base and give advertisers something to work with
5. Develop reporting tools – You have access to Twitter analytics, you just don’t know it. Twitter needs to develop better insights and analytics that are visible easily available to everyone. They don’t tell you about their current analytics for you personally, your brand, church, non-profit or business. Here is how you get to the analytics. Log into Twitter and go to the setting tab. Click “Twitter Ads” and you will be prompted to permanently set a timezone. Afterwards you will be sent to a Twitter Ads account page and can access your analytics (see image below).
And so that you can’t start a Twitter account revolving around their stock price. Twitter has taken all of the possible Twitter+Stock name combinations out of the pool of names that are available. Smart. Not nice, but smart. I learned about the Twitter stock drop via Twitter. Although the founders said they would not sell as their lock-up expired today, there is no doubt other investors feared a sell off.
Twitter was introduced in early 2006. I’ve used it since August of 2006, early on mostly via SMS only – on my Treo 650. I’ve used it for business and personal connections, to grow sales through social commerce, connect with friends, grow CPG brands, market music artists, albums and movements – and stay on top of trends and conversations in the world. Mostly I use it now to keep up with friends and acquaintances. Like many I’ve used Hootsuite, Tweetdeck, Facebook, Path, Instagram, the Twitter app – all the usual suspect social networks and tools to update my Twitter account over the years. Some tools have worked great, some have not. Honestly, I’m not a fan of any update tools that populate several at once with one message. Real conversations don’t work that way and neither do conversations on social media. Yes, I share my Instagram posts to Twitter, but mostly I try to keep the conversations separate. The changes above aren’t just for Twitter stock, they are for the users, the conversationalists, the content creators and readers. This is less about saving Twitter and more about defining our future conversations.