Posted June 9, 2008 9:29 am by with 10 comments

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Hopefully you rely on Marketing Pilgrim to find the best marketing news for you. If you’re monitoring news feeds yourself, you’ll know the enormous amount of buzz/noise surrounding today’s Apple Worldwide Developer’s Conference. Here are three things almost certain to happen at today

  1. Apple will announce a new iPhone.
  2. Apple will announce a new Mac computer.
  3. Twitter will crash.

OK, so maybe we’ll only see 2 out of 3 coming true. Twitter has announced the steps it’s taking to try and handle what will likely be a huge increase in use today–with all the Tweeple talking about Apple.

Over at the company blog, Twitter has revealed three initiatives that should help keep the lights on…

  1. “…utilizing more memcache, employing more read-slave servers, and by fixing some bugs for improved efficiency.”
  2. “We have isolated and created on/off switches for many Twitter features. Should it become necessary to shed incoming load quickly, we can turn off features such as stats, pagination, and several others to preserve the reliability and timeliness of your Twitter timeline.”
  3. Some secret “cool way” to help stability, that Twitter is not willing to reveal. (Update: It’s likely this partnership with Summize)

While everyone was surprised that Big Brown didn’t win at the weekend, there’ll be less shock shown, should Twitter go down. In fact, TechCrunch has news of Twiddict, a service that will save your tweets and post them, the moment Twitter comes back online.

I’m a huge fan of Twitter. I’ve amassed a network of 2,500 great folks. Suffice to say, my fingers are crossed that Twitter has finally figured out how to handle the load.