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Is Twitter Best Positioned To Win the Mobile Social Battle?




Twitter is seeing success in an area that other social media players (yes we do mean Facebook) are wishing were not such a problem. That place would be in the mobile space.

We are all well aware of Facebook’s looming concerns with its abilities to capitalize on the fact that almost half of its user base is more mobile than not. The problem that Facebook faces is that there is precious little real estate that can be used for ads in the social presentation of the service. No ads means no money, which means no stock jump, which means no future. Well, no future is a bit dramatic but you get the point.

Twitter, on the other hand, is reaping rewards in the mobile space mainly because it is built to handle the needs of both mobile users and advertisers. Reuters reports

Twitter has generated more advertising revenue from its mobile platform than from its website on many days in the last quarter, CEO Dick Costolo said Wednesday, highlighting Twitter’s progress in squeezing ad dollars out of the growing number of smartphone and tablet users worldwide.

Costolo was speaking at a conference in San Francisco and he took the chance to point out the competitive advantage that Twitter holds over its larger, more public and rather clumsy brethren, Facebook.

“We’re borne of mobile,” Costolo said in response to a moderator’s question about the difference between Facebook and Twitter. “We have an ad platform that already is inherently suited to mobile, even though we launched our platform on the Web and only started running ads on mobile recently.”

Hey, strike while the iron is hot, right? Facebook is working hard every day to keep the wolves at bay following the IPO to end all IPO’s ( and in the social space it may have actually done that since it has not done so well). Everyone is wondering just what Facebook will do to get over their mobile hurdle and right now the answers are few and far between. Twitter on the other hand can simply insert a relatively unobtrusive ad in a users stream and everyone is happy. The user gets their same experience with minimal intrusion and the advertiser is inserted directly in the path of the target. There are no display ads to be ignored. Ad blindness by users will be more difficult to develop. There are a lot of advantages for Twitter in the platform that is arguably the future of the online world.

As a marketer, how are you preparing for the near complete mobilization of the Internet space? Are you planning for which platforms will have the ability to deliver ROI in the mobile space? Do you think Twitter see rapid growth in total users as more people get aggravated with Facebook’s mobile shenanigans? Will that help shape your decisions?

So many questions. If you feel like you have an answer, sound off in the comments.