Friday June 29, 2012, will mark the day that LinkedIn and Twitter decided that they are just not right for each other. After a three year relationship starting in 2009, direct integration between the two platforms has ended.
The relationship remains on friendly terms with Twitter users still able to tweet through LinkedIn via the optional ‘Share’ button. The way I see it, LinkedIn is just too mature for typical Twitter content and the younger platform has stated that it wants some space from websites and apps “that mimic or reproduce the mainstream Twitter consumer client experience”. Twitter has announced that new guidelines will be introduced over the coming weeks and they will begin to more thoroughly enforce their developer rules of the road, in relation to Twitters API. Will you be keeping an eye out to see which apps will be on the chopping block?
I believe that Twitter now wants users to read and use Twitter via its own platform, not on third party apps and sites using its API. This is possibly due to that fact that Twitter makes most of its revenue from mobile ads. Twitter also has some 500 million users compared to LinkedIn’s 150 million, who are also most likely on Twitter, which begs the question – do they really need LinkedIn?
Has Twitter simply decided to focus their efforts on someone else more suited to their needs? Twitter continues to increase its Facebook integration with better hash-tag, picture and user name support which was introduced just over a month ago. Twitter “needs” Facebook, the cooler, bigger platform, with over 1 billion active users. Twitter is still utilising the lead generation from Facebook to create awareness of its brand through connected tweets and posts, which have the potential to be seen by half a billion more people.
It seems as though Twitter does not want LinkedIn anymore, maybe it was LinkedIn’s ‘slip up’ where up to 161 million users keys were stolen by hackers, but is this the wisest choice for Twitter? The social skinny points out that every second, two new users join LinkedIn, and that 49% of users have an income over $100,000, cha ching!
As Twitter grows over the coming years, will we see it dump other connections like the new Amex integration program? Perhaps we will see Twitter emerge from the shadows of Facebook where it simply buys its integrated connections if it feels a slight threat *cough* Instagram. Although Twitter wishes to remain pure to its online user experience perhaps removing a relationship with a company which is fast growing after just a short three years will see a missed opportunity of user growth surpass them.
Joel West is a third year public relations and marketing student at the University of Wollongong, currently completing an internship with Social@Ogilvy.
By Joel West.