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From Knowledge@Wharton: Since launching in 2006, Twitter’s platform has tapped into the collective consciousness around events ranging from the Arab Spring to the Super Bowl — 140 characters at a time. Recently, Twitter retooled the design of its profile pages and moved to take greater control of its developer ecosystem — both signs that the company is trying to focus on a more sustainable business model than its current advertising-based approach, experts say. They note that Twitter has created a unique application, but needs to figure out exactly how to leverage it into a service that businesses and consumers would be willing to pay for.
From DreamGrow: When you are running a social media campaign, especially using marketing powerhouse Twitter, it is imperative that you have all the data possible about what you are providing as content, and the results of that work. Especially when it comes to hashtags and potential searches or mentions. These are five fantastic analytics tools for Twitter, both search and general, to get you all of the information you need.
From LA Times: The circuitous 11-day journey of LACMA’s giant boulder finished its most challenging route yet Thursday morning, squeezing through the busy byways of Long Beach. Los Angeles Times reporter Deborah Vankin has been following the rock’s trip and live tweeted from the scene starting Wednesday afternoon into Thursday morning.
From Dan Zarrella: The best use of Twitter is as a broadcast medium. You should be creating a ton of interesting content and sharing it with your followers. To that end Dan has done a bunch of research on how to optimize the clickthrough rate (CTR) of the links you’re tweeting.
From FastCompany: More fundamentally, companies of all sizes are now confronting how Twitter strategies align or don’t align with their larger business strategies. Bottom line: Twitter deserves its own strategic plan as a discrete component of the larger corporate digital media plan. After all, Twitter’s speed, capacity, and influence outsize any other social media channel at the moment.