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
    0.170.00+3.03%
    N21.SI
    0.20+0.01+3.09%
    SK3.SI
    0.98-0.01-1.51%
    G13.SI
    0.425-0.015-3.41%
    E5H.SI
    0.3750.0000.00%
    5ME.SI
  • % Gainers
    % Gainers
    NamePriceChange% Chg
    0.30+0.07+30.43%
    BLZ.SI
    0.445+0.075+20.27%
    BLL.SI
    0.265+0.035+15.22%
    BQN.SI
    0.49+0.06+13.95%
    F03.SI
    0.188+0.017+9.94%
    KJ5.SI
  • % Losers
    % Losers
    NamePriceChange% Chg
    0.44-0.04-8.33%
    573.SI
    0.15-0.01-6.25%
    M11.SI
    0.30-0.02-6.25%
    BTG.SI
    0.26-0.02-5.45%
    C13.SI
    0.36-0.02-5.26%
    BBP.SI

Market Data

  • Currencies
    Currencies
    NamePriceChange% Chg
    1.4296+0.0057+0.40%
    USDSGD=X
    1.5084-0.0025-0.17%
    EURSGD=X
    1.7945+0.0048+0.27%
    GBPSGD=X
    80.3520+0.229+0.29%
    SGDJPY=X
    5.4247-0.018-0.33%
    SGDHKD=X
    3.0918-0.0137-0.44%
    SGDMYR=X
    9,317.2754-16.5762-0.18%
    SGDIDR=X
    4.8256-0.0041-0.08%
    SGDCNY=X
    1.0641+0.003+0.28%
    AUDSGD=X
  • Commodities
    Commodities
    NamePriceChange% Chg
    1,158.40-11.40-0.97%
    GCZ16.CMX
    16.82-0.20-1.20%
    SIZ16.CMX
    80.08-2.49-3.01%
    ^XAU
    2.64+0.03+0.95%
    HGZ16.CMX
    51.48+0.64+1.26%
    CLF17.NYM
  • Bonds
    Bonds
    TreasuryYield (%)Yield Change
    1.88+0.06
    ^FVX
    2.46+0.08
    ^TNX
    3.15+0.07
    ^TYX