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 Data

  • Currencies
    Currencies
    NamePriceChange% Chg
    1.3803-0.0011-0.08%
    USDSGD=X
    1.5392+0.0002+0.01%
    EURSGD=X
    2.0164-0.0038-0.19%
    GBPSGD=X
    79.7384+0.1308+0.16%
    SGDJPY=X
    5.6270+0.0032+0.06%
    SGDHKD=X
    2.9748+0.0021+0.07%
    SGDMYR=X
    9,879.0039+3.1514+0.03%
    SGDIDR=X
    4.7543+0.0089+0.19%
    SGDCNY=X
    0.9949+0.0022+0.22%
    AUDSGD=X
  • Commodities
    Commodities
    NamePriceChange% Chg
    1,228.30-0.90-0.07%
    GCM16.CMX
    16.27+0.02+0.10%
    SIN16.CMX
    80.15-4.94-5.81%
    ^XAU
    2.08+0.01+0.68%
    HGN16.CMX
    49.24+0.62+1.28%
    CLN16.NYM
  • Bonds
    Bonds
    TreasuryYield (%)Yield Change
    1.40+0.02
    ^FVX
    1.86+0.02
    ^TNX
    2.64+0.01
    ^TYX

MARKET MOVERS

  • Most Actives
    Most Actives
    NamePriceChange% Chg
    0.112+0.004+3.70%
    40E.SI
    0.73+0.02+2.82%
    G13.SI
    1.81+0.04+2.26%
    MC0.SI
    0.71+0.02+2.90%
    5HJ.SI
    3.84+0.03+0.79%
    Z74.SI
  • % Gainers
    % Gainers
    NamePriceChange% Chg
    0.475+0.030+6.74%
    5DP.SI
    1.15+0.02+2.22%
    AIY.SI
    0.185+0.011+6.32%
    P36.SI
    0.34+0.02+4.62%
    42W.SI
    0.685+0.035+5.38%
    T4B.SI
  • % Losers
    % Losers
    NamePriceChange% Chg
    0.162-0.003-1.82%
    5WD.SI
    0.25-0.04-15.25%
    I06.SI
    0.102-0.008-7.27%
    AWO.SI
    0.485-0.035-6.73%
    AYV.SI
    0.725-0.050-6.45%
    5JK.SI