Wednesday, February 5, 2014

What's the Matter With Twitter? Not What Twitter Thinks


It's the User Experience, Stupid

Twitter CEO Dick Costolo has 99 problems, and revenue growth ain't one. The company announced income of nearly $243 million for the previous quarter Wednesday, beating analyst estimates by more than $20 million. It's on track to make a healthy billion dollars and change this year. Its advertising strategy is bearing fruit. If that were all, Twitter investors would be doing a victory lap right now.
Instead, they're heading for the exits, driving Twitter shares down a little over 20% in after-market trading. Why? It's not that people are leaving the service; the number of Twitter users grew in the fourth quarter. No, Twitter's own stats reveal the real trouble with a very fundamental kind of user engagement.