For weeks, rumors have been swirling that Twitter is a buy-out target.

The likelihood of a bidding war fizzled out yesterday after Disney and Google were ruled out as potential buyers, causing Twitter's share price to drop by 20%.

It leaves Salesforce as the most likely buyer, though it could mean that Twitter remains unsold.

If a deal does finally materialize, Twitter's future could be very different than the one it currently faces as an independent entity.

Here are some quick thoughts on how it could affect marketers:

Twitter will survive

For a Twitter acquisition to occur, a buyer would almost certainly need to pay a premium over the company's current valuation, which earlier this week stood at $16bn in the wake of the company's acquisition-rumor sparked share price rally.

If a buyer pays that much for Twitter, it will require a long-term commitment, making it exceedingly unlikely that Twitter will go away as an independent service. 

That would of course probably be good news for marketers who have invested significantly in their efforts on the platform, although it still won't guarantee that Twitter will stay relevant over the long haul.

The Twitter identity crisis could end

One of the biggest challenges facing Twitter is a lack of a clear identity.

A year ago, Twitter named co-founder Jack Dorsey as its permanent CEO.

Since he took over the reins, Twitter has launched new products, including Moments and live sports streaming, but the questions about what Twitter is and will be remain.

An acquisition could go a long way to finally answering those questions.

After all, if Salesforce was to purchase Twitter, one could expect to see greater focus on how Twitter can maximize its utility as a sales and marketing platform.

While it's likely any acquirer wouldn't make too many waves lest it alienate Twitter's existing base of users and customers, a clearer focus could benefit some marketers more than others depending on the markets they're in. 

New Twitter integrations could emerge

If a tech company acquires Twitter, expect to see new integrations.

For instance, Salesforce, which acquired social media marketing platform Radian6 for $326m in 2011 and social media engagement platform Buddy Media for $689m in 2012, would likely integrate Twitter with its relevant products, including its Marketing and Community Clouds. 

New and deeper integrations could be beneficial to marketers, but it's also possible that a Twitter acquirer will eventually change or shutter relationships with existing vendors that marketers rely on, a consequence that creates some hassles.

Patricio Robles

Published 7 October, 2016 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (1)


Theo Dye, Marketing at TurboMonitor

Hi Patricio, thanks for this article - it's not something I'd thought about and opened up some new possibilities for the future of Twitter for me to consider preparing for! I was particularly interested in the idea of Twitter's "identity crisis" as you called it, as I hadn't heard anything else about it.

After a bit of research I discovered that this seems to have been a problem for Twitter for years. It made me think that maybe that's kind of it's thing? i.e. that anyone can shout whatever they want into the abyss: it's up to everyone else to choose whether they can be bothered to wade through the ever-growing pile of mostly irrelevant content making up said abyss. The tools for abyss-content-creation and abyss-searching change somewhat, but ultimately it's main appeal is that you can just shoot out content without much concern for whether or not it gets picked up (as a non-corporate user).

However, what that means for marketing with Twitter is quite another question...

almost 2 years ago

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