Twitter Investors Could Still Feel More Pain

NEW YORK (TheStreet) -- There's nothing better about this job than being able to relay information gathered through experience. You consume and decide how to use it -- if at all -- as you tunnel trajectories of thought on companies and stocks.

Case in point: Twitter (TWTR). And what I reckon might be its false ubiquity.

Background: I recently starting working as a part-time talk personality on Fox Sports Radio. It's familiar territory as, prior to a 15-year hiatus, I spent a dozen years (1988-2000) doing talk radio. Over these last 27 years, not much has changed with respect to the actual act of doing a talk show. However, lots of ancillary stuff either looks different or is brand new. The emergence of social media falls in the latter category.

Every radio personality and/or show is expected to not only be on Twitter, but to use Twitter. Whatever that means. There's this jumped conclusion that if you're not using Twitter you're somehow not fulfilling your duties as a radio -- scratch that -- multimedia personality. To some extent I can and do get with it, however, I also question the importance of and overreliance on what amounts to a niche social media platform.

One golden rule of talk radio for as long as I've been at it is that you do the show for the audience, not the callers. Callers tend to make up less than 1% of the listenership. As such, program directors and consultants guide radio personalities to do everything they do for the 99%. And rightfully so. Every call that gets on the air needs to -- in some way, shape or life form -- contribute to and/or move the show forward. If it doesn't, like any other component, it should not be there.

If you liked this article you might like

Puerto Rico Is Completely Without Power Because of Hurricane Maria

Comcast Dodges Big Social, Moves Watchable In-House

Twitter Appoints Former Google CFO to Board of Directors

Theresa May Tells Tech Companies to Go "Further" in Removing Extremist Content

Twitter Allows Advertisers to Launch Campaigns Using Derogatory Words