Advertising on social networks is a mess. But here’s how Twitter can keep itself from repeating Facebook’s mistakes.
Eduardo Munoz / Reuters
Olivier Douliery/Abaca Press / MCT
In the halls of Facebook and Twitter, they're cursing Nate Elliott's name.
That's because in the past two weeks the Forrester vice president and principal analyst has delivered two withering reports, one on Facebook and the other on Twitter, the latter coming just two days before the company's vaunted IPO. The common theme: that marketers are struggling to find value in either site, and in social media as a whole. Given that both Facebook and Twitter are both primarily ad-supported businesses, this is a rather devastating critique. And for Twitter, the timing couldn't be worse.
