Adam Bain is the Revenue Chief of Twitter.  With his 250-member team, Bain continually strategizes the best ways to keep Twitter profitable.  His team’s efforts are working.  Jessi Hempel, writing in Fortune, cites Twitter’s ongoing success (“Twitter’s Adman Delivers” 12/3/12, p. 48):

“When Twitter CEO Dick Costolo recruited Bain in August 2010, the microblogging platform was the black sheep of social media sites.  While LinkedIn and Facebook were building robust advertising engines in preparation for their much-anticipated initial public offerings, Twitter had a $3.7 billion valuation but no obvious business model.  Bain eschewed banner ads in favor of messages that showed up directly in the stream of tweets. . . . With 140 million active users, Twitter has now become a staple for advertisers. . . . What’s more, the company launched mobile advertising in February and already brings in more revenue from that than from desktop users.” (p. 40)

As is so often the case, a medium’s success is dependent on its advertising revenue.  As much as we might love these various social-media sites, if monetization doesn’t eventually occur, they will disappear.  Bain has obviously found the right formula for success.

Some folks remain amazed that ads even work in cyberspace.  Let’s face it—even if you never click through an ad, if you are exposed to it enough, the company’s name will stick in your head.  If you later develop an interest in the product field, you will tend to remember that which you have seen the most, or even just most recently.  And for those moments when you decide to click, you have instant information, and now you are potentially a new customer.

I suspect that little bird tells us lots of things.

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About James Meadows

Currently I serve as a training team manager for Tyco Integrated Security at a customer-care center in Kansas City. Additionally, I am a business consultant, a freelance corporate writer, an Assembly of God ordained minister, a Civil Air Patrol chaplain, and a blogger. I believe we are living in the most fascinating times of human history. To maximize the opportunities these times present, I have a passionate interest in leadership development and organizational success, both of which I view as inextricably linked.

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