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Facebook, Twitter, and the User Narrative

  |  February 14, 2014   |  Comments

Both Facebook and Twitter are striving to become truly mobile companies, while Facebook confronts its "youth" problem and Twitter strives to continuously grow its user base.

"We are the same company now as we were before, and we have the same opportunity in front of us to build something important and valuable."

So said Facebook chief financial officer (CFO) David Ebersman during Facebook’s first investors’ call in the summer of 2012. However, you could just as easily attribute it to the principals at Twitter during its first earnings call 18 months later. And you could just as easily replace the market response to those first Facebook results with the one that met Twitter earlier this month. In the hours after announcing earnings, Twitter dropped from $66 a share to $52, erasing billions of value from the company. By comparison, Facebook would bottom out at $18 per share before beginning a steady climb to a price of nearly $64 today.

The Facebook turnaround is largely tied to its ability to become a truly mobile company. Now, more than half of all revenues are coming from mobile advertising. This is a massive increase from the early public days, when less than a quarter of all Facebook revenues were mobile. Twitter is now at 75 percent of all revenues coming from mobile.

Yet, Facebook is under attack from some circles because it apparently has a youth problem. Various studies have cited the emergence of alternative social networks as a drain on future growth. And while there is truth in the statement that the next generation of would-be Facebook users are opting in to Snapchat and Instagram (a Facebook company), it’s often an overblown, anecdotal position people take. If Facebook continues to grow its mobile position and evolves its feature set for its 1.2 billion user base, this will likely prove to be a red herring of a trend for the social giant.

And that brings us back to Twitter and its current "challenge" as presented to investors, which is a slowing growth of its monthly user base. For Q4 of 2013, Twitter reported growth of only 9 million average monthly users. Year-over-year the company has shown 30 percent user growth, with stronger growth outside the U.S. – an area that is still very ripe for future growth and revenues.

During the company’s earnings call, chief executive (CEO) Dick Costolo simplified its future objective by saying, "We simply need to make Twitter a better Twitter." That likely means a more accessible Twitter. Whereas Facebook’s user base may be slightly contracting, Twitter is searching for the mainstream tie-in. Right now its most loyal users cannot live without it and Twitter has done a better than forecasted job of monetizing that behavior. But for most would-be users of the service, the value proposition does not resonate. Yet. 

And that’s the key when exploring where Facebook and Twitter go from here. While the narrative of death by generational irrelevancy plays well, there’s not enough core user data to suggest it will not be rectified through acquisition or evolution. Likewise, with increasingly synchronized viewing experiences, the growing war chest of cash reserves and brand advertiser enthusiasm, it’s hard to say Twitter is doomed to simply be a niche platform. Neither company feels misguided in their efforts of who they want to be in the quest, as Ebersman described it, "to build something important and valuable."

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ABOUT THE AUTHOR

Chris Copeland

Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.

Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).

Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.

Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.

Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.

Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.

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