140Char

Inspired by the recent decision of U.S TV star Conan O’Brien to follow just one apparently random Twitter user, Leo LaPorte and his guests on last Sunday’s Twit.tv show (John C Dvorak, Kevin Rose and Clayton Morris) decided to follow suit with an added twist – both the Twitter user that was picked and one random follower will win an Apple iPad.

As a result, @LisaTickledPink was chosen by a search for the phrase ‘I hate technology’, and has shot from 2 followers to 17,428 followers at the time of writing. As a result, she’s turned off email notifications from new followers, but has already been interviewed on radio and TV in her native New Zealand.

Meanwhile the subject of Conan’s attention, @LovelyButton, still has a slight lead with 21,218 followers:

In terms of creating attention, Conan and his 616,177 followers are now up against @leolaporte with 172,323, Dvorak’s 65,656, Morris with 20,899, and of course not only Kevin Rose’s 1,157,702, but also the attention gathered via Digg.

Besides the publicity the two stunts have garnered, it’s interesting to compare the relative pull of a showbiz star vs tech stars, and also that attention and fame on Twitter is still often driven via famous endorsement. Neither of the two subjects are inherently are more or less worthy of following because of the attention they’ve had, but the mix of request/prize/attention has seen both followed by tens of thousands of people.

Upcoming racing game Blur combines two of my interests – microblogging and videogames (As you might guess from the recent launch of Online Race Driver).

When it becomes available on the PC, Playstation 3 and Xbox 360, racers will be able to send Twitter messages from within the game. So you can challenge friends to beat your time from within the game, although you can’t send message between the three games and platforms themselves.

It’s another example of something I recently blogged over at TheWayoftheWeb (Yes, I have three sites currently running in my spare time!), on why ‘The time is right for pervasive social gaming‘.

And integration with Twitter and Facebook is one part of this – and will increase as console-based games converge with the new social gaming phenomena.

The Shorty Awards are held annually, with nominations and votes submitted by anyone via Twitter, combined with voting by the Real-Time Academy of Short Form Arts & Sciences. Twitter client Tweetdeck was one of the 26 category winners announced last week.

The Shorty Awards

Tweetdeck won the Apps category ahead of Hoosuite, Mr Unfollowers, ColourLovers, MailChimp and AggreTweet. Other winners included @BettyDraper, @WholeFoods, and @NathanFillion.  You can see the full list of winners on the Shorty Awards website.

Twitter advertising is already in existence thanks to third parties including Magpie and Ad.ly, but details of the official Twitter ad platform have emerged in an article by All Things D’s Peter Kafka.

Image by Stefan on Flickr, used under CC Licence.

The plans are apparently evolving and there are plenty of details to be worked out, suggesting that the launch date will be likely in the first half of 2010, rather than in a month as previous articles have predicted. It’s also likely to be designated a ‘test’ rather than the total solution to monetising Twitter.

The platform is very similar to a Google model:

• Adverts will show up in related Twitter searches.
• Adverts will use 140 characters and will be distributed via third-party applications, which can choose whether to display advertising and share in the revenue.
• Twitter will work with ad agencies and buyers to seed the platform, but will move to a self-serve model.

It’s interesting that Twitter has waited so long to implement an advertising model which has been made so ubiquitous by Google – presumably they were waiting for a critical mass of users and search volume before the conversion percentage was likely to be worthwhile.

Conversion rates will be of immense interest, as the usage of Twitter search is likely to show big differences to a Google search – a higher proportion of Twitter searchers are likely to be solely interested in other users and conversation, and will be less likely to covert to purchasing around a search term.

It’s a good step in terms of avoiding advertising in general Twitter usage, and the fact third-party applications can share in revenue or turn down Twitter advertising is a good move, and could help third parties implement a freemium model to monetise themselves.

The 140 limit makes sense – but I suspect it will be challenged by advertisers who suddenly realise exactly how hard it can be to include enough information into 140 characters – remember how adverts tend to carry a brand name, strap-line, and a call to action?

The one thing it doesn’t do is allow Twitter users to monetise their own content – which is the route of third party ad platforms such as Ad.ly and Magpie. They work on the influencer strategy, meaning that I can display their advertising to my followers in exchange for money, and as far as I’m aware, Twitter doesn’t take any share of the proceeds.

I can’t wait to see the first case study from a brand which invests in both approaches at the same time – it could go some way to quantifying the difference between a search advertising route and a influential recommendation route with the same message on the same network.

Over the last week, many people have fallen foul of the latest phishing scam to do the rounds of Twitter. And an unusual number of high profile individuals have been included in the list of users affected, including the Press Complaints Commission, BBC correspondent Nick Higham, the Guardian’s Head of Audio Matt Wells, bank First Direct, and environment minister Ed Milliband.

Environment Minister Ed Milliband caught by phishing scam

Phishing scams have long been endured by most internet users – the traditional mechanism has been via email, but as social networks have becoming hugely popular, they’ve become the vector of choice. And Twitter is particularly attractive as the speed with which messages can spread is combined with the use of short urls, which help to mask the malevolence of the message.

While this is just another example of the huge amount of phishing attempts which exist, the higher profile of these attacks as they affect prominent politicians will hopefully lead to a better awareness and response by governments.

It’s probably a forlorn hope, but for example, here are some things which might change:

• More education about phishing and spam to the ‘general public’ – how about a public awareness campaign?
• More understanding about how normal users can have accounts compromised very easily – for instance, with ‘Three Strikes Rules’.
• More people using offline backups of any content that is valuable or useful to them
• More of a move towards data privacy, and Vendor Relationship Management, to allow users to only share the information they choose with any service provider under strict controls.
• A rethink of the UK Identity Card scheme which includes private businesses taking fingerprint and photos.

Importantly, it should place the risks of Social Engineering alongside those of teenage cyberwarfare specialists taking down defence satellites from their bedroom. If a private company was, for example, storing fingerprint data, you wouldn’t need to target their infrastructure (Although I’m not sure most chemists have a particularly high level of internet security) – you’d use social engineering on their employees via Facebook, Twitter, or offline in person to gain information and access.

Of course, technology can play a part, and I’m sure Twitter will increase their response to phishers in future, particularly as a high profile attack via any platform is never good for PR. But any measures will always be part of a never-ending arms race, and only when every individual is educated enough will there be any noticeable difference…

Reports that Twitter would launch an official advertising platform within the next month or so have spread after comments made by Anamitra Banerji, the head of product management and monetization at Twitter, at the IAB Annual Leadership Meeting, which was reported in a story on Media Post.

However, in a cryptic clarification with Techcrunch’s Erick Schonfeld, Banerji said:

“Speculation = timing, imminence, details. Truth = thinking, planning, eventuality.”

The reason for the confusion appears to be the question put to Banerji, asking whether the company would “likely in the next month or so offer Twitter owned and operated ads”, to which Banerji replied “That’s right”. Banerji has noted that he said explicitly that the timing statement was completely inaccurate, and a post by conference moderator Seth Goldstein has included an apology to Twitter for anything inferred by his reference to a statement from back in November by Twitter COO Dick Costolo about advertising being in the works.

GigaOm has referred to a media source which suggested that the platform may launch at South by Southwest which beings on March 12, and that Twitter has been working with several launch partners from both traditional and new media, but plans are still tentative.

The fact that Twitter has been working on an advertising service for months isn’t a secret, but the reason interest is so high is that no-one is sure what form it will take, and most importantly, what affect it might have on user numbers if advertising annoys them. Twitter is probably more vulnerable than most to a backlash by users as those most productive members at the top of the power curve are still proportionally high social media and digital types amongst the celebs with huge follower numbers.

If you want evidence of the sheer amount of content and data being created by Twitter, look no further than the evidence provided by Twitter analytics team member Kevin Weil on the official Twitter blog.

In 2007, Twitter users were tweeting 5,000 times per day.

In 2008, Twitter users were tweeting 300,000 times per day.

In 2009 Twitter users were tweeting 2.5 million per day, and it grew 1400% to 35 million per day.

And in 2010? Twitter users are tweeting 50 million times per day, which works out at 600 tweets per second.

Kevin goes on to mention Tweet deliveries as a much higher metric, and also says that the team will make time to share more info on ways to measure and understand the information network.

50 million messages is an interesting figure considering the measurements of web-based Twitter usage are pinned at around 55 million, and several studies indicate there’s a high churn rate of new users and a high proportion of dormant accounts – it indicates those that ‘get’ Twitter tend to share a pretty high amount of information. Which isn’t unusual, considering the same curve correlates with the amount of bloggers regularly updating, for example.

It also reinforces why tweets are becoming integrated into search tools from Google, Bing and many more.

Twitter has become one of the prime targets for phishing and spam attacks, due to both it’s huge growth in user numbers, but also the each with which messages can spread (partly due to the inherent weakness in using short urls).

The latest example is the BZPharma ‘LOL this is funny’ attack, as detailed by security firm Sophos. Messages include ‘Lol. this is me??’, ‘lol , this is funny’ and ‘Lol. this you??’, and include a link which looks like ‘http://example.com/?rid=http://twitter.verify.bzpharma.net/login’ –

with the example.com element varying between a number of addresses.

There’s a handy Youtube video with details of the problem. Links are appearing in both private Direct Messages, and in public feeds – plus some third party services allow DMs to be made public, sharing the phishing attack more widely.

Click on the dodgy link and you’ll go to a fake Twitter login page, which replicates the Fail Whale when you attempt to login, and then redirects you back to the real Twitter page to make you believe your account hasn’t been hit. The same technique is also being used to phish Bebo accounts.

And after the first wave of attacks compromised accounts, there’s now a wave of spam selling herbal viagra, with messages including “Get bigger and have sex longer. go here”

So besides double-checking you’re on the real Twitter site before logging in, keep an eye on your sent messages for any clue your account has been compromised, and also watch out for messages being sent by even trusted friends.

You can also take a look at the full Sophos update on the attack.

With news that William Shatner is to star in the first TV show to be created from a Twitter account, it appears that microblogging is now the source of choice for media content.

It wasn’t so long ago that traditional blogs were all the rage as a source for book and TV deals – probably the most notable was Belle du Jour (who recently had her real identity revealed), whose Secret Diary of a Call Girl became first a book, and then a popular TV Show.

But now Shit My Dad Says has not only landed a TV deal which was signed last November, but with William Shatner reportedly set to star it’s been greenlit for a pilot episode on CBS, with the creators of Will & Grace on board as executive producers.

With over 1.1 million followers, there’s definitely a fanbase for the show – but will any of the humour survive considering how much adult language is involved?

The fact that Twitter now employs 140 people is a nice little coincidence which probably had to happen sometime…

What’s more interesting is that the company has pretty much doubled in size since last summer. and there are still at least 27 more job openings available at the moment. While things have been quiet for a little while, is this a sign that the core product is going to ramp up in terms of development or is this the cost of dealing with so many users producing so much content, along with increased threats from hackers etc?

With the caveat that it doesn’t cover third party applications, comScore puts visits to Twitter at 75 million – and regardless of the correlation between those numbers and the actual figures, what you can take away is that the graph is still going up and to the right:

It certainly seems anecdotally as if I’m witnessing more colleagues and friends not only using Twitter, but attempting to use it in a fairly sustainable way rather than registering, looking confused and then vanishing again.

Meanwhile the amount of content being produced has also risen – to a whopping 1.2 billion tweets per month according to data collected by Royal Pingdom.

The methodology used to collect the figures was pretty simple:

‘we tracked down a tweet from the first couple of minutes of each month. Using the sequence numbers of these tweets, we could then calculate the number of tweets for each month. Since finding old tweets is more or less impossible with Twitter’s own search engine, we used Google, then verified the tweet time stamp by looking at the tweet itself’

Again, while there could be some debate about the accuracy of the actual figures involved, what’s important is that the overall effect is some consistent and sizeable growth. And that’s in the face of the redesign of Facebook – the next challenger on the list is GoogleBuzz, but so far I’ve found it rather unsatisfactory, even apart from the initial privacy issues.

Twitter has been making some more hires recently – first up is Robin Sloan, who joins to handle media partnerships. Sloan previously worked as a strategist and executive at Current TV. During the first presidential debate of 2008, Sloan built an application to overlay tweets on the bottom of the screen. Spookily he was also the author of Twitter’s 5 billionth tweet.

Also joining is user experience designer Mark Otto, who worked at ZURB, an interaction design firm whose listed clients include TinyPic and CC:Betty. And finally Dan Webb, the London web developer behind Twaudio, which brought MP3s to Twitter through direct uploads or recording.

(Hat tips to Venturebeat and Louis Gray)

Louis estimates the total number at Twitter to be around 158 following a regular weekly pattern of hiring. It seems as if the desire to evolve and most importantly monetise, will be the main drivers. After all, the user experience of the Twitter website hasn’t changed in great detail for some time (The main added features have been the new Retweets and Location), and meanwhile 3rd party clients are constantly finding new ways to improve on the default experience.

Beyond the UI for consumers, this could really be about improving the experience for the monetisable advertisers, marketers and customer service teams. Big businesses are generally used to working with well-polished, expensive systems, and polished controls/dashboards for business use will add to the draw for mainstream business.