140Char

Back in June 2008, Ian Schaefer auctioned his Twitter profile page background for charity. Fast forward to September 2008, and there’s now a way for you to find advertisers willing to pay to display their commercial imagery on your page with Twittad.com. As their tagline says, ‘Let you ad meet Tweets’.

When I blogged about Ian Schaefer’s charity auction, I wondered if it was possible to judge interest in monetisation in this way by doing it for a good cause - something far more likely to lead to high bidding from charitable souls. Now, we can really see whether there is gold in them, thar, backgrounds.

My guess is that it’s unlikely to be sustainable as a business model, but I’m open to being convinced. My theory is based on three  things:

1. It’s going to be almost impossible for advertisers to work out the Return on Investment for placing an advert. Prices are set by users, and at the time of writing, the accounts with advertising booked range from $5 to $30, with a maximum of 351 followers. Assuming a company wants coverage (and at the moment the only ad I’ve seen is the one in their example, for Film Fitt), they’re going to want to know what effect it’s had. It can’t be from click-throughs or page views, because there is no way to measure it. The number of followers is inefficient, because there’s no guarantee any amount of followers will visit the profile page hosting the advertisement. And you could measure an increase above average for the Twitter feed of the company, but that’s fairly inaccurate and hard to pinpoint.

Edit: Twittad CEO James Eliason suggests some solutions on the company blog, including coupon codes, or using a new url to track activity (as when TV ads use .tv to show where the interest came from).

2. For users, it may frustrating that Twitter profiles with a significant following are effectively priced out of the market. If 300 followers can sell for $30, then it’s tempting to sell 1000 followers for $100. But prices vary wildly, from 7144 followers for $140, to $1399 followers for a whopping $1500! So it’ll take a while for the Twitad economy to settle down and establish what a realistic maximum price tends to be.

3. Are there enough advertisers to sustain this type of service? For most mainstream businesses, the concept of Twitter is still a novelty, or an incomprehensible piece of geekery. People like @Zappos and @Comcastcares are written about because their methods stand out. And companies using techniques like those mentioned aren’t likely to find the idea of going from engagement to broadcasting their ads via profiles appealing. Meanwhile the mainstream who are more likely to see broadcasting as easy and attractive are quite happy playing with Adsense, or possibly Facebook.

Having said all that, I’m completely impartial about whether or not Twittads is a success or not. There’s no escaping the fact that various individuals and companies will seek to monetise the time and effort that creating a network on any platform requires, and capitalise on the opportunities it presents. And there’s no moral or ethical reason why an inoffensive advert on a profile page should impair the internet experience for anyone. But it’ll be interesting to see whether Twittads succeeds as is, or evolves further.

If you’re interested, there’s a Twittad blog. I’m intrigued enough to see how much value my 1200 followers creates, so don’t be surprised if I post later pimping my own advert (Of course, you could always beat the rush and contact me first!). After all, you can’t comment on something properly without taking a close look…

I know Friday is the traditional day for a round-up post, but so much happens in the microblogosphere on a daily basis, all the 140char team have been busy, and Monday gives some nice alliteration:

• Some stats from Twitter on how the new SMS rules have affected UK Outbound SMS usage:

• Zygotweet and tweetSMS plan to offer Twitter via SMS in the UK (Via Twitterholics)
• Useful and interesting list and stats for newspapers on Twitter (Well, American ones!).
• Jaiku got hit by a power failure at the data center provider for their web servers earlier today, but is back online.
• Plurk has had some minor design and usability upgrades.
• Pownce has integrated FireEagle, which means all your uploads and messages can now be automatically geo-tagged with your location.
• Tumblr now allows you to search within Tumblelogs.
• And Seesmic has a new and improved search function, and threaded player. The improvements to the player make it more and more a mini-application for your website and blog, which now lets you: -start a new conversation straight from where you are without having to leave the site, -reply to any video in private and not only in public. -post to twitter the link from your reply.

So not too much has happened!

So far, much of the focus on microblogging has been on text, with the one major exception of Seesmic. But using Seesmic as a producer requires a certain amount of effort. It also lends itself to video blog type discussions.

Hence interest around the private alpha launch of 12 Seconds, limiting video uploads in the same manner as Twitter and Plurk et al limit the amount of text.

Updates are by webcam or mobile phone, and there’s no scientific reasoning disclosed behind the 12 second limit, although apparently “Our patent pending Electro-Tear-Duct Prongers have determined that exactly 12 seconds of video is the ideal amount of time to keep anything interesting.”

What is also quite interesting is that the people behind 12 Seconds are open about: “The more we can get 12seconds off of the 12seconds.tv site the better. We are building a platform for video status. We want these clips to be anywhere you are, or at least anywhere you want them to be.” So widgets are already available for Myspace and blogs, and more distribution is doubtless on the way…

It’s worth taking a look to see how much information can be conveyed in 12 seconds via video. My only question about the service is that it successfully replicates the upload portion of microblogging - but are there mechanisms for replying to people, and forming groups? Those are the things that have driven Twitter, Friendfeed and all the famous social networks. If I see 12 seconds that are worthy of praise, comment or argument, I want to be able to respond directly via the service - not have to track people down by alternative means.

Take a look at the site, and share your thoughts below…

I’m sure there’s a linguiphile somewhere who will complain about my use of serendipity, but I’m willing to risk it to illustrate how microblogging not only gives a valuable return on the time invested - but sometimes incredibly quickly.

Like many other social media/technology writers and addicts, I’m also a bit of a stereotypical geek, with a passion for pop culture, comics and videogames. Unlike some though, I’m lucky that one of our London offices is right next door to Forbidden Planet, although it’s not good for my bank balance.

Commuting to work in London last week, I happened to tweet that I was going to try and get through a day of working next door to a comics mecca without spending any money - and within about 2 minutes I was advised to follow @Danacea - marketeer at Forbidden Planet! (The recommendation was via @DigitalMaverick).

Not only has it been great to chat around general geekiness and marketing, but I’ve already had some help tracking down a couple of books I’ve struggled to find - and the store now has a public face I identify with it!

And it’s only one example of getting put in touch with the right person, in a matter of minutes after I posed a question. And although I had an advantage by mainly looking for tech/marketing people, if you look at the sheer number of new people to Twitter every day, it’s becoming easier and easier to find someone for whatever niche you need. I wouldn’t be surprised to find local plumbers etc on there in a matter of weeks and months!

Plus I’m still proudly showing off the brilliantly trashy Karate Kid ‘Sweep the Leg‘ T-shirt I ended up buying when my willpower gave in -

Sadly it’s out of stock online for you mere mortals…

I’m obviously a big fan of microblogging, having started this site with a few good people. And yet the current buzz around the concept does bring some of the problems to the forefront.

For starters, how fragmented will my identity become? I already have another blog, a profile on LinkedIn, a profile on a group magazine project, a profile on Facebook, one on Myspace, and one on Twitter. And that’s just the main sites I use on a day-to-day basis. And any reasonable input into microblogging requires a lot of time - enough to have an effect on the blogging output of a lot of people. Although surprisingly it can have a positive effect.

But until now, Twitter has been synonymous with microblogging. But with new challengers coming every day, is it really possible to comprehensively update:

• Twitter
• Plurk
• Twoorl
• Identi.ca
• Globme
• Jaiku
• Pownce

And still have time to check other comments on Friendfeed and Socialthing?

You can always try cross publishing, and the number of posts brought to you by services like Ping.fm has radically increased. But is it really worth autofeeding yourself across so many networks? In the early stages the same early adopters will inhabit most of these sites, so you’re likely to be bombing most of the same people several times.

Or you can try and manually update each site, and unless you’re able to multitask to the nth degree, you can drive yourself insane within a week.

Luckily the answer to the problem will arrive eventually in the self-selection of the main sites. And that will simply come down to where the groups of friends exist. That’s why I think Twitter is secure for quite a while longer, as most people will have already reached a critical mass of connections that they won’t find on the other networks yet.

The issue it does raise, is a wider one, on how many different identities and personas are possible around an individual with even a wide sphere of influence and a lot of spare time - and where will that time come from?

It was only a matter of time before more sites joined the microblogging world, and here comes Identi.ca, an open source Twitter clone - and possible rival.

There’s certainly some buzz on Twitter about the new site, and plenty of people rushing to explore and signup, either to play around, or to protect their ‘brand name’.

There’s an explicit choice to make sure everything you post is under Creative Commons. And you select friends to follow on your personal timeline, integrated with your own messages.

Meanwhile there’s also Globme, in Beta invite stage.

Good time to be on a microblog blog, just as the bandwagon comes hurtling into town. The prize will be for the site which doesn’t fall down if Twittertown all decide to migrate at the same time.