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
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
    1.3750-0.0014-0.10%
    USDSGD=X
    1.4768-0.0131-0.88%
    EURSGD=X
    2.0297-0.0079-0.39%
    GBPSGD=X
    87.3971+0.1078+0.12%
    SGDJPY=X
    5.6397+0.0055+0.10%
    SGDHKD=X
    2.6918-0.0061-0.23%
    SGDMYR=X
    9,511.1514-5.3457-0.06%
    SGDIDR=X
    4.5100-0.0013-0.03%
    SGDCNY=X
    1.0460-0.0072-0.68%
    AUDSGD=X
  • Commodities
    Commodities
    NamePriceChange% Chg
    1,178.80-6.00-0.51%
    GCJ15.CMX
    16.50-0.17-1.01%
    SIK15.CMX
    66.52-1.21-1.78%
    ^XAU
    2.76-0.02-0.74%
    HGK15.CMX
    47.83-0.85-1.75%
    CLK15.NYM
  • Bonds
    Bonds
    TreasuryYield (%)Yield Change
    1.420.00
    ^FVX
    1.96+0.01
    ^TNX
    2.56+0.03
    ^TYX

MARKET MOVERS

  • Most Actives
    Most Actives
    NamePriceChange% Chg
    0.2850.0000.00%
    5WA.SI
    0.132-0.002-1.49%
    E13.SI
    0.172+0.002+1.18%
    5GB.SI
    0.182+0.015+8.98%
    A50.SI
    0.42-0.02-3.45%
    E5H.SI
  • % Gainers
    % Gainers
    NamePriceChange% Chg
    0.15+0.04+36.36%
    5IF.SI
    0.169+0.019+12.67%
    5PI.SI
    0.182+0.015+8.98%
    A50.SI
    0.31+0.03+8.77%
    PA3.SI
    0.605+0.030+5.22%
    H17.SI
  • % Losers
    % Losers
    NamePriceChange% Chg
    0.11-0.03-23.61%
    5GF.SI
    0.106-0.023-17.83%
    H16.SI
    0.23-0.05-16.36%
    41H.SI
    0.22-0.03-12.00%
    O08.SI
    0.29-0.03-9.38%
    40U.SI