SmartCompany: Me on Twitter’s churn and burn

I’m is quoted in this Patrick Stafford piece in SmartCompany. It’s about Twitter’s appalling churn rate of over 60%.

Some of the reasons why Twitter’s retention rate is so bad:

  1. It’s limited – 140 characters. No video / audio / rich media / expression / detail / depth – yes you can link to those things, but that’s it.
  2. It’s neither a mass broadcast mechanism nor is it targetted. Fine if you want to get a message out to a number of followers in a single moment, but terrible if you are using it for reach or for a more personal or limited conversation.
  3. It’s very easy to set up, so there’s little in terms of “purchase investment”. You register, follow a few people and if you walk away / forget, it’s not like you’ve spent hours of your time – there’s little to “lose” by abandoning it.
  4. It’s a media phenomenon. The media are going nuts over it, when the punters are far less interested. It’s like Second Life – not a day would go by when the media wouldn’t write about Second Life – it drove a spike in interest, but didn’t drive long term usage.
  5. As written in a previous post, Twitter is for old people. Young people couldn’t care less and aren’t using it in any substantial numbers. Older people either don’t have the time, or the interest, so they join up, look around and leave after a while – they don’t keep the ball rolling.
  6. It’s not customisable. I might enjoy some tweets of some people (person focussed), or some tweets by all people (topic focussed), but definitely not all tweets by all people. It needs to be customisable. Right now, whether I like it or not, I have to read the tweets of all of the people I follow on Twitter. You could argue that there are multiple plugins and applications that allow for customisation of Twitter, but the basic beginner user isn’t interested enough (or capable enough) to then look for filters and plugins. So they get bored / frustrated and stop using it.

Read the full article here: Research casts doubt over whether Twitter fad will last – Business news, business advice and information for Australian SMEs | SmartCompany.