MERCADEO Versión en español
Martin McNulty from Forward 3D: Twitter must move beyond its advertising model
Manuela Walfenzao| 29 de julio de 2015
Martin McNulty, CEO de la agencia de mercadeo digital Forward 3D
Martin McNulty, CEO of the digital marketing agency Forward 3D, analyzed Twitter´s current situation, which revealed that the social network is going through a tough moment. The resignation of Dick Costolo, CEO, coupled with active user growth stagnation and profitability problems are the main challenges the company is currently facing.In spite of this, the fortunes of the social network´s most influential people is heading in the opposite direction. For celebrities and individual users, the number of followers continues increasing rapidly. According to McNulty, “If influencers admitted that Twitter is one of their main communication tools, the negotiation table for sponsorships and payments would be entirely different”. For the executive it is unfair that so many people benefit substantially from the platform while the social network doesn’t. Celebrities openly advertise on their accounts and the company receives no revenue whatsoever in exchange. Twitter gets more exposure, new users, and greater affinity with the network when celebrities talk through this channel, but they haven’t found the way to monetize these events.Twitter should seriously think about the value it is creating and how it should be assigned. Why not establish a fee for celebrity accounts and a monthly charge based on number of followers?”, explained McNulty. “The social network must go beyond its advertising model and realize they are owners of relationships.”
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