Twitter: What the new CEO should get (in addition to … – Management Journal

Twitter is not Facebook. The company has struggled to keep pace as far as technology is concerned advertising. However, it still has tools that the new CEO could explode.

The advertising industry is is looking for all possible clues about the future plans of Twitter after his current CEO , Dick Costolo, has announced that next July 1 will leave his post and was replaced by founder Company, Jack Dorsey until a replacement is found.

According to the Direct Marketing Portal, no doubt that Twitter is facing a number of difficulties in recent times. While the social network has become one of the most powerful communication platforms, you are struggling to build a massive audience of active users.

Challenges for advertising
However, the specialized site acknowledges that the platform is a powerful option from the point of view of advertising but has failed to add the income investors awaited get through this way.

“Twitter needs someone who knows what direction we must take,” he said an executive of digital advertising has preferred to remain anonymous anonymity Adweek . This indicated that the advertising approach of Twitter as a vehicle for direct response is wrong, according to broadcast on Direct Marketing.

However, Twitter still has some tricks up sleeve that could explode. It has some compelling opportunities on advertising as its recent agreement with the NFL and sponsoring brands. To this we must add that the social network has become one of the key elements in social conversations when watching TV.

Costolo was responsible for a recent acquisition in which many see the future of Twitter: Periscope, streaming video application that has attracted interest from media companies and brands. Despite refine the system, it has not achieved as widespread as they have Facebook or Instagram popularity.

In addition, now has an agreement with Google to allow their customers to use DoubleClick to buy advertising space and tweets have now begun to appear in search results. In fact Google and Twitter have grown so close that many think that the search giant will just have to buy the network.