Over in the US it is said that Twitter is struggling. It failed to add any new users for the second quarter in a row. At the end of September, Twitter had a core audience of 307 million active users, adding just 3 million worldwide during the three months since June. It seems mass market appeal is no longer there.
Most online social communities depend upon reciprocation, following the activity of others in order to be followed back; a sometimes blind and urgent focus on simply driving up those important numbers. This is a call to pause for thought.
Much of business today revolves around metrics, data, numbers. The mass of people online means a wealth of data, new job roles designed to exploit that data and professionals desperately scrambling to keep their skills up to date. It’s not hard to see why data has been dubbed the oil of this century.
This is largely for the good, for transparency and accountability, for conversions and web traffic, unambiguous black and white. Close measurement and analysis has become meaningful and arguably most meaningful where it’s most niche, where there is specifically developed software within a sector; where metrics are fluid and have serious value.
The following post amounts to little more than a customer service gripe. Not much, but a little.
It’s well proven that social media is brilliantly effective at rescuing shaky customer experiences when the patience begins to fray, but should it have to?