One day you sober up and you’re Yahoo
Go and read this by Chris Sacca. It’s quite long ... that’s fine ... I’ll wait.
http://lowercasecapital.com/2015/06/03/what-twitter-can-be-2/
Twitter has failed to tell its story: I worked at Twitter for three years (I left a while ago) and that’s as true now as it was then. If it still can’t tell a story, you have to wonder why.
Pinning blame is unproductive: We live in a culture where there’s always someone to blame, usually someone else. I would agree that exerting all energy on blame isn’t productive, but if people fail again and again I think you’re abnegating your own responsibility if you don’t, eventually, hold them accountable.
Shipping innovation: Innovation is easier to ship when you’re revenue and user growth are rocketing. When neither is happening you’ll find management being very conservative. Shipping anything which might effect the next quarters numbers becomes impossible. This mentality led me to spend the last year at Twitter working in emerging markets (by far the best thing I ever did) because there I found a space with massive upside, almost no downside, and so no one worried that I’d hurt growth. If I helped it, well great. This flip side was that no one cared; people only cared about you hurting growth which should tell you a lot.
Bold vision for the future: If you admit that Twitter can’t tell a story, then it certainly can’t present a vision for the future; or not one that’ll last until the next quarter.
Buying Periscope: I’m sorry, but that acquisition not risky; it was obvious and maybe essential. If you spent anytime on Twitter during the Ferguson protests last year, you should understand what a missing piece Periscope is. If Twitter is to remain the go-to place for things happening right now, they had no choice.
Twitter can afford to build the wrong thing: Yes it can, but not in the Twitter app and, last I checked, that’s all they had (no, not Vine). If you want to understand why not, then see Shipping Innovation above. I’d like to see Twitter shipping multiple apps as places for innovation. The fiddly, tweaky, experiments done today isn’t going to move any needles.
Recent Tweets/Best Tweets: The problem here is that you bump into the VITs. VITs - Very Important Tweeters - are the superusers of Twitter. Unlike Facebook which, at its core, is a peer network of family and friends, Twitter is broadcast medium from the VITs to the average user. Best Tweets puts more VIT tweets in front of more users and that’s good for them. But it also effects the “Democracy of Tweets” giving undue weight to VITs tweets over average users. That means even less tweets by users are seen. So while you might show users better content, you make it more likely they’ll have a bad experience if they interact with it. And a bad experience makes them go spend time elsewhere.
Live: I forget how many Live/Event like products Twitter has built over the years. I was involved in a couple what actually launched, and I’ve lost track of the number that didn’t. I’m fairly sure Live was the future of Twitter; at least it was that quarter. But Live is really hard. Curating enough quality content isn’t early. Filtering poor content isn’t simple. Allowing the audience to interact with it in a meaningful way isn’t obvious. How to find unschedule events (e.g. natural disasters) is unclear. Licensing restrictions on some live events make them impractical. I’ve seen an experiment for exactly the Live product described, and the fact that you’re not seeing it today should tell you something about how hard it is to make that succeed. Which doesn’t mean if can’t be done; only that the investment and risk shouldn't be underestimated.
Channels: There are a couple of attempts at this that I know of. The new logged-out web has a Channel like front page offering a selection of categories you can dig into. A similar new user experiment was tried in India on Android devices; again to show what Twitter could offer. But at this point in Twitter life, this is putting the cart before the horse. Twitter brand recognition around the world is phenomenal. The problem with that is people think they know what Twitter is, and have already formed their opinion: they like it or they don’t. What Twitter actually is doesn’t matter as much. All new features in Twitter have to deal with the bias of what non-users think Twitter is, and what old users expect Twitter to be. New features don’t help either group.
Separate Apps: If you want separate apps in Twitter you’re going to have to take it up with the Boss. But even though I would love Twitter to have many apps, what you really need is for Twitter to embrace the third party eco system again. If you want to see innovation on Twitter content, you’re going to need to look for entrepreneurs who want to build something amazing rather than those worrying about their next performance review and promotion. Unfortunately no developer will trust Twitter again. Twitter has a terrible record of screwing its third party developers; no third party clients, limited API access, no firehose licensing; user number restrictions, strict tweet formatting rules, etc. Building a business on someone else’s content is always risky, but to do it on Twitter’s is just committing suicide. It didn’t have to be that way.
Nudges et al.: This has been proposed many times before, but it’s unclear how bugging someone to Tweet will make Twitter better if those Tweets aren’t seen and aren’t engaged with. Tweeting can seem hard, but it get’s harder and demoralizing if nothing happens when you do it.
Favorites, Hearts and Acknowledgements: I would argue that Twitter already has too many forms of actions (Favorite, Retweet and Reply) and that adding more is going to make things more confusing instead of better. Everyone observes that they get little interaction on Twitter compared to the same content on Facebook, but I’ve yet to see anyone prove a hypothesis about why this is. Maybe it’s the culture of the platform, or maybe the different networks of people who use it? And while it’s good to get feedback for your actions, impersonal, canned feedback (e.g. a thank you form letter tweet) probably won’t help.
More Periscope: It’s a pity they sold to Twitter. Periscope, or something like it, could easy be the next Facebook. I think products based around realtime, mobile streaming, are going to be very interesting in the next few years (I will definitely use Meerkat the next time I see the police hassling someone downtown). If Periscope had raised a ton of money and gone big without Twitter ... well ... the acquisition might have been in reverse in a few years time. Now it’s inside Twitter - good luck!
In summary; reading Chris’s piece was interesting but there’s nothing really new, which is a pity. Many of his ideas have been proposed and some tried. There are lots of reason why the product doesn’t have them; even if not all those reasons are good. Many of the choices Twitter made years ago were all about going public. I’m glad they achieved that. But the consequence of those choices have long term implications from which it is now suffers. It’s like making more money by cluttering the home page with ads - great for a few quarters, but one day you sober up and you’re Yahoo rather than Google.