As competition grows, a once-collaborative energy among the top social networks is fizzling out as they each compete to maintain their own slice of the internet landscape.
“It's more expensive to get followers on Twitter than it is to get likes on Facebook,” says Simon Mansell, chief executive of TBG Digital, a social media agency, adding that the cost-per-click on Twitter also tends to be higher.
Yet at an estimated $288m this year, according to eMarketer, Twitter’s advertising revenue is far smaller than Facebook's projected $4.23bn. Under pressure to narrow that gap, observers say Twitter is closing more and more doors in its previously wide-open system.
