The State Of Twitter, The Startup That Can't Kill Itself

Brad Stone has a long story about Twitter in Bloomberg BusinessWeek today.

If you aren't familiar with Twitter, it is absolutely worth reading.

If you are, here's the gist of it:

Twitter does, in fact, have advertisements, and Dick Costolo is funny.

More highlights:

  • About 90 employees at Twitter are former Googlers, according to the report.
  • Twitter works closely with Apple thanks to its CFO Ali Rowghani's connections as a former CFO of Pixar Animation Studios — another Steve Jobs company.
  • Since 2009, Costolo has expanded headcount from 45 to nearly 900.
  • Costolo worked with VC Peter Fenton and Bill Campbell, an Apple board member, to get co-founder Jack Dorsey actively involved in Twitter again.
  • Costolo has developed six-hour leadership courses, which he administers to senior executives four times a year.
  • Twitter makes money with licensing deals, like its one with Microsoft to include tweets in the Bing search engine.
  • Advertisers pay only when a user retweets a corporate tweet or clicks on a link. Twitter says it has an engagement rate of 3 percent to 5 percent, compared with less than 0.5 percent for normal banner ads, according to BusinessWeek.
  • Walt Disney paid $120,000 for its Toy Story 3 promoted trend, which sat atop the list of popular topics for a full day.
  • The Newt Gingrich campaign paid Twitter to ensure that tweets with a petition’s link appeared each time Twitter users searched for “Newt Gingrich” and “Mitt Romney.”
  • Here is Costolo's pitch to advertisers:  “These accounts I follow paint a very compelling picture of the kind of person I am, even if it doesn’t paint a picture of exactly which uniquely identifiable individual in the world I am. I think that allows us to deliver powerful value to advertisers, and powerful value to those who want to speak freely.”


More From Business Insider

--

Get stories like this on the Yahoo app and discover more every day.
Download it now.
Loading...
 
Recent Quotes
Symbol Price Change % Chg 
Your most recently viewed tickers will automatically show up here if you type a ticker in the "Enter symbol/company" at the bottom of this module.
You need to enable your browser cookies to view your most recent quotes.
 
Sign-in to view quotes in your portfolios.

MARKET MOVERS

  • Most Actives
    Most Actives
    NamePriceChange% Chg
    0.152-0.008-5.00%
    N21.SI
    0.12+0.01+12.15%
    40F.SI
    0.115+0.003+2.68%
    40E.SI
    0.113+0.007+6.60%
    43E.SI
    3.97-0.05-1.24%
    Z74.SI
  • % Gainers
    % Gainers
    NamePriceChange% Chg
    0.186+0.025+15.53%
    AWS.SI
    0.12+0.01+12.15%
    40F.SI
    0.164+0.016+10.81%
    40N.SI
    1.35+0.11+8.43%
    U19.SI
    0.475+0.035+7.95%
    NC2.SI
  • % Losers
    % Losers
    NamePriceChange% Chg
    0.36-0.24-40.00%
    AWG.SI
    0.20-0.06-23.08%
    AWI.SI
    0.27-0.03-11.48%
    BQO.SI
    0.30-0.03-9.09%
    5VP.SI
    0.265-0.025-8.62%
    BKA.SI

Market Data

  • Currencies
    Currencies
    NamePriceChange% Chg
    1.3630-0.001-0.07%
    USDSGD=X
    1.5285-0.0015-0.10%
    EURSGD=X
    1.7713+0.0032+0.18%
    GBPSGD=X
    74.2600+0.189+0.26%
    SGDJPY=X
    5.6866+0.0026+0.05%
    SGDHKD=X
    3.0361+0.0132+0.44%
    SGDMYR=X
    9,553.1768+10.4639+0.11%
    SGDIDR=X
    4.8901+0.0031+0.06%
    SGDCNY=X
    1.0429+0.002+0.19%
    AUDSGD=X
  • Commodities
    Commodities
    NamePriceChange% Chg
    1,331.30+5.30+0.40%
    GCZ16.CMX
    19.76+0.58+3.01%
    SIZ16.CMX
    95.01
    ^XAU
    2.21+0.02+0.84%
    HGZ16.CMX
    43.85+0.41+0.94%
    CLV16.NYM
  • Bonds
    Bonds
    TreasuryYield (%)Yield Change
    1.11
    ^FVX
    1.55
    ^TNX
    2.27
    ^TYX