Washington Post: “Twitter IPO: Buzz builds over risks and (possible) rewards”

. . . Twitter’s ad products show potential, but the company might not be able to turn its platform into an indispensable tool for marketers, said Larry Chiagouris, a marketing professor at Pace University in New York.

. . . Twitter’s ad products show potential, but the company might not be able to turn its platform into an indispensable tool for marketers, said Larry Chiagouris, a marketing professor at Pace University in New York.

As a whole, social media haven’t provided the return on investment that many advertisers want, he said. Twitter’s emphasis on real-time conversation about events such as the Super Bowl or the Academy Awards means even the strongest ads don’t have much lasting value, Chiagouris said.

“Those event-driven tweets are highly limited,” he said. “On the day-to-day kind of things, most people don’t have a lot to say. And most other people don’t care to hear what others are saying.”

Read the article in the Washington Post.

Read more comments by Prof. Chiagouris in San Jose Mercury News.

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