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I'm bullish on Twitter, but I'm by no means a financial analyst. I just see the manner in which the platform has transformed the way the world communicates. Two days ago I was asked to speak about my feelings regarding Twitter's IPO on Fox Business's Varney & Co. In the segment I articulated three reasons why I'm bullish on Twitter:
1. Second Screen/Live Tweeting
My agency Silverback was able to live tweet with an audience of millions during the Robin Roberts 20/20 special on behalf of our client the Leukemia & Lymphoma Society. During this special, their "Someday is Today" commercial was airing. We live tweeted throughout the entire show, teasing that the commercial was about to air, and connecting with an audience on behalf of the Leukemia and Lymphoma Society of the likes which they had never seen before.
2. Campaigns Are Dead:
Bonin Bough and his team at Mondeleze International did something remarkable during the Super Bowl black out, sending a Tweet in real time that spoke to the moment: "You can still dunk in the dark." It was cute, appropriate, and oh so powerful!
This is why I am 100% bullish on Twitter. Until there is another platform that can (at scale) replicate this type of interaction and real time communication, I will remain bullish.
3. People will Initially Complain About Ads, but They'll Forget About it Soon.
We've seen this happen before, but most publicly on Facebook. We lament, complain and argue, but we always relent. Why? Because we love our social networks, and all of our friends are already there. Of course there is the danger of turning into MySpace, but I think that Dick Costolo won't let that happen to Twitter. There are a myriad of money-making opportunities that they can tap into without diluting the Twitter users' experience. I believe this is a non-issue.
What do you think? Will Twitter's IPO fall flat or soar?
An award winning digital thinker, author, television & radio commentator, public speaker and educator, Chris Dessi is the CEO and Founder of Silverback Social. Silverback is the world's leading social media agency, enables top brands and advertisers, to connect with more than a billion customers through Facebook, Twitter, Pinterest, Google, Youtube, and more.
Throughout his career in London and New York, Chris has worked with a wide array of businesses ranging from start-ups to Fortune 500 companies, as well as notable personalities, products and brands.
Chris’ savvy marketing acumen combined with his passion for psychology, sociology and cultural studies, all reside at the fulcrum of his unique manifesto; he believes that social media is much more of a spiritual awakening rather than a technological one. This revolutionary perspective has propelled his personality into the national media landscape. In addition to being a regular social media expert contributor on Fox Business' Shappard Smith Show, CNBC, Fox Evening News, Good Day New York, WPIX, and Fox Business’ Varney & Co., Chris has appeared on Inside Edition, The Steve Adubato Show, One to One, and has participated in radio segments on WOR’s The John Gambling Show in Manhattan, and WBAL’s Marybeth Marsden show in Baltimore.
Chris applied his fresh and innovative outlook on social media to the pages of his first book, “Your World is Exploding: How Social Media is Changing Everything and How You Need to Change With It,” which shot to #1 on Amazon’s Hot New Releases in its first two weeks of publication.
As an educator, Chris recognizes that the manner in which we, as a culture, aggregate and disseminate information has changed, and he is devoted to sharing his effective techniques for mastering engagement in social media to the world. Chris has lectured on social media to sales executives of Fortune 200 companies and he consistently travels the country coaching college students how to leverage social media to benefit their personal brand message and their career.
In 2012, Chris was selected by the Business Council of Westchester’s 40 Under 40 for exemplifying leadership, foresight and a vision for the future of Westchester County, where he currently resides with his wife and two daughters.
Consistent with the passion he holds for his professional career is the devotion he has to his family. Having never been a runner, Chris trained to run the New York City Marathon last year to raise money for the ALS Association after his father was diagnosed with the disease. When the Marathon was cancelled after Sandy hit, Chris took it upon himself to run his own 26.2 mile marathon route in Westchester to honor his father.