According to its CEO, if you answered "A Media Company", then, you are wrong. The right answer is that it is a distributor of traffic and content. Which, when you think about it, actually is something subtly different - and opens up new and different business dimensions.
Twitter is one of those major breakthrough companies that put together a great and disruptive product, impacting and changing the lives of millions of persons globally - but that struggles with monetization. Saying that they are not in the business of billboarding and advertising messages, but yes on getting the traffic to where their customers can interact deeper and more directly to consumers is refreshing - and provides clarity of purpose! It states very clearly that a company shouldn't expect to sell products just because it twitted a bit - but that they need to use it complementarily to their communication campaign, as a useful tool. And, when get further clarity when Dick Costolo to the Super 8 campaign that Paramount ran on Twitter - that used hashtagged tweets to trend the movie, but also to drive traffic to its trailer.
The fact is new businesses require clear definitions - and I think that Twitter just provided that by stating it is not a media company. It positions itself as something different, a new business that can be used by companies to successfully impact their consumers on very different ways. It all depends on clients objectives, talent and imagination...
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