This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Greenberg: The Ad Campaign Twitter Should Run

By: Herb Greenberg | 02/07/14 - 10:29 AM EST

Stocks in this article: TWTRLNKD

SAN DIEGO (TheStreet) -- After this week's wildly disappointing user-growth stats for Twitter (TWTR), it appears the company hasn't figured out or recognized its most obvious challenge: Convincing people they never have to tweet.

I first raised this issue in a piece here in my blog last October, and again last night in a piece on LinkedIn  (LNKD) headlined, "What Ails Twitter."

In the LinkedIn piece, I make it very clear: The one ad campaign Twitter should run should be: "You never have to Tweet. Not once. Not never."

I'm convinced most people who have not yet joined Twitter, after all the hoopla, are either intimidated by it (believe it or not: seems too techie, and a lot of people are technophobes) or wired in a way that they couldn't care less about access to the immediacy of information.

These are serious, but not necessarily insurmountable, hurdles.

When I mentioned Twitter to people who aren't on it, the reaction often is along the lines of two things: "I don't want to tweet" or "I have no interest."

Reality: Unlike those of us who live and even thrive in a real-time world, there are a lot (and I do mean lot) of people who don't. And the engineers and other geniuses in Silicon Valley, who continue to advance the way we think, compute and engage, are sometimes so close to it that they can't see beyond their myopia.

Engineers, after all, may be creative, but they also tend to see things in black-and-white. Twitter faces that challenge -- to convince people they can create their own news feed following whatever and whomever they find compelling.

Twitter has created a de facto news organization with free contributors (like me and many journalists, news organizations, comedians, entertainers, celebrities, smart investors you've never heard of and a host of other nobodies) who when combined have created the world's biggest disseminator of news and information.

It's the ultimate in being able to personalize a creative news feed that will point you, not just to news as it happens, but to stories from journals, newspapers and magazines you likely wouldn't see.

I consider my news feed the smartest (and funniest) for me. So, in a short span of time I can get informed (and amused) by what (and who) I believe I need to see. As a journalist I can get my stories (with a link back to my parent company) in front of people around the world who never would have seen them. (Which is why, despite its role, on one hand, as a disrupter to traditional news organizations, it's also powerful marketing tool for those same organizations.)

The challenge for Twitter is: can its marketing and advertising hammer that home? Considering that the only discussion of advertising and marketing on Twitter's earnings call was about how others use it for their own marketing, and how much it generates from advertising -- not how the company is marketing and advertising itself. Would seem if they can't get the latter right, the former, after an initial bump, may become a nonstarter.

-- Written by Herb Greenberg in San Diego





Herb Greenberg, editor of Herb Greenberg's Reality Check, is a contributor to CNBC. He does not own shares, short or trade shares in an individual corporate security. He can be reached at herbonthestreet@thestreet.com.

To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.

Markets

DOW 18,053.71 +23.50 0.13%
S&P 500 2,088.77 +6.89 0.33%
NASDAQ 4,806.8590 +33.3870 0.70%

Herb's Tweets

Brokerage Partners

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
Real Money Pro

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Trifecta Stocks

Trifecta Stocks analyzes over 4,000 equities weekly to find the elite 1% of stocks that pass rigorous quantitative, fundamental and technical tests.

Product Features:
  • Model portfolio
  • Trade alerts
  • Recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
Stocks Under $10

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Dividend Stock Advisor

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Breakout Stocks

Bryan Ashenberg, using sophisticated stock screening and fundamental research, identifies potentially explosive small and mid-cap stocks.

Product Features:
  • Model portfolio
  • Small-cap and mid-cap focus
  • Intraday trade alerts
  • Weekly roundups
Options Profits

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
Top Rated Stocks Top Rated Funds Top Rated ETFs