Though Twitter is still the third-most popular social media platform according to eBizMBA, speculation about the company’s struggles abounds. News outlets from CNN to Wired to TechCrunch to The Verge have detailed Twitter’s struggles to grow its user base, increase advertising revenue, and innovate new products.
Still, Twitter’s best days may be ahead of it. First, it occupies a unique position among the leading social networks: Facebook is for family and friends, LinkedIn is for work, and Twitter is for news. No other platform can match its brevity and immediacy for amplifying breaking news and fresh content.
Second, it has unique features, such as Twitter lists, which can be very powerful for marketers if used strategically.
And third, it has possibly the largest and most diverse range of third-party tools that enhance the platform, from apps for Twitter analytics and follower management to brand monitoring and influencer research.
There’s no shortage of ideas for what Twitter needs to do to survive, like finding ways to block harassment and dumbing down the service for new users. But here are three ideas for relatively low-hanging fruit type changes that capitalize on what the platform already does well rather than reinventing it.
Expand Ad Targeting Options
The UK’s agency:2 has one a fantastic job of comparing the ad targeting options on Facebook, Twitter, and LinkedIn. Here are Twitter’s options: