twitterlinkedinfacebook
Featured blogger at Social Media Today



Twitter: Can it evolve to meet the needs of the product life cycle and users?

06/06/09 03:26 PM Filed in: Twitter
1101090615_400.jpg
The front cover of Time magazine this week features Twitter and there is no doubt that this social media property is hot right now but I would argue that Twitter is the result of the natural evolution of the Internet and is in the growth curve of its product life cycle. The real question is can Twitter adapt as users needs change and, more importantly, can they do it while holding off competition and not upsetting current users who don't seem to like any changes to their favorite social media platforms?

screenshot_26
According to an "All Things Digital" survey Twitter still has a lot of room to grow (click to enlarge)


Only 14% of Americans have Twitter accounts according to a recent survey from the Wall Street Journal's All Things Digital. That might come as a surprise to a lot of people because it seems that we consistently read about the triple digit increases in people using Twitter. But we are also in the middle of the technology and communication revolution. Internet penetration has increased as economies of scale have kicked in but people can quickly be overwhelmed with technology as well. New laptops and gadgets often come with thick user manuals and one only has to go to any support forum to learn that a lot of people are having trouble with even basic applications and devices.


As any marketer knows the hardest aspect of marketing is changing behavior. Twitter is simple enough for people like me who eat up new gadgets and technology but for others it is a puzzle that they don't understand.



Why People Tweet
Why people Tweet (click to enlarge)


Now as the chart above indicates people Tweet for a variety of reasons. Those that want to keep up with friends do represent the biggest segment but my guess is that this is also the biggest segment that drops off Twitter. After all letting your friends know that you just had a great burger and are going to see the new Star Trek movie can get boring really quick. However smart people know that Twitter can be a great business tool to listen to buzz and keep up on news events, especially in areas of interest to them. I have found some great information on the Internet thanks to people who post links to stories on marketing and social media. It helps me stay on top of what is going on and advise clients on what is happening and why.


As much as I love using Twitter as a business tool I am open to anything else that can help me sort through and stay on top of information that can keep me competitive and knowledgeable. If another tool comes along that can do this then my guess is people will migrate towards it in droves. The challenge for Twitter is going to be to how to communicate the value of Twitter to the other 85% of Americans that think that microblogging is of little value while evolving the platform the meet the needs of existing users. To be honest there are already so many Twitter apps that it can make your head spin and to some people it confuses them as to what Twitter is and how it can provide value.


The folks at Twitter had better take a look at the product life cycle and do some strategic planning. Yes, I know it's marketing 101 but the life cycle is still relevant today. More importantly someone at Twitter needs to think about how they are going to turn a profit and remind the owners that although Twitter's value is in the billions of dollars right now that in time gravity takes over and all good things come back down to earth.





Share |