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11.24.09 Twitter Has Transformed How Messages Are Distributed And Disseminated  By Brian Solis I recently wrote about reports on the documented decline of visitors to Twitter.com. A good friend encouraged me to take a deeper look at the reports as a way of discerning hype from reality and to also examine the potential trends that will most likely set the stage for something more meaningful. Nova: a star showing a sudden large increase in brightness and then slowly returning to its original state Supernova: a star that suddenly increases greatly in brightness because of a catastrophic explosion that ejects most of its mass At the very least, Twitter has been nothing short of a cultural catalyst that transformed how people communicate as well as how messages are distributed and disseminated. Twitter as a platform has also effectively served as the social OS for many of its loyal and enthusiastic users. Over the last year, Twitter has experienced astronomical growth. Earlier this year, Nielsen reported that Twitter visits skyrocketed by a staggering 1,300 percent between February 2008 and February 2009. In April, the growth only accelerated as the now infamous Race to 1 million sent visits to Twitter soaring - attracting the media elite, celebrities, and their dedicated communities to the highly scrutinized conversation stream that served as the pulse for world events, shared observations, new ideas, common interests, and breaking trends. Twitter transformed into a human seismograph and through it, we feel everything that moves us. As such, Twitter itself achieved celebrity status. But now, the Twitter star appears to be losing its luster - that is if you follow the increasing reports that continue to emerge. Without knowing better, one might believe that these reports circle the brand as if they symbolized a small but starved flock of new media vultures overly anticipating their next meal. The truth is that yes, traffic at Twitter.com is down. Twitter co-founder Evan Williams recently acknowledged the down-trending activity at the recent Web 2.0 Summit in San Francisco, but vowed that it was a temporary phenomenon. The problem with Twitter is upfront, not over time. We're focused on solving the problem of what to do with Twitter now for the first time. We're putting emphasis on mobile, international, and the platform. Traffic on Twitter.com has slowed temporarily. But the scrutiny continues. eMarketer recently ran a rather convincing analysis that stacked-up data documenting Twitter's recent decline in traffic.  Depending on the source, Twitter traffic is down as much as 27.8% between September and October 2009. To verify, I also visited Compete and Alexa to capture charts that visualize current activity. According to Compete, Twitter traffic has dropped over the last three months, with unique visitors and visits falling by just over 2% . Alexa wasn't that much different. Continue reading this article. About the Author: Brian Solis is principal at FutureWorks PR, an award-winning PR and Social Media agency founded in 1999. FW PR bridges the communications gap between companies and their customers, and between products and their specific benefits for their target markets. Solis blogs at PR2.0, http://www.briansolis.com, and regularly contributes to many industry trades. He is also frequently quoted in articles relating to technology trends and Marketing/PR strategies. |
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