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Twitter與LinkedIn決裂內(nèi)幕

Twitter與LinkedIn決裂內(nèi)幕

Ryan Holmes 2012-07-10
上周Twitter終止了與商務(wù)社交網(wǎng)站LinkedIn的合作關(guān)系。這究竟是怎么回事?錢是顯而易見的原因之一,但更重要的是Twitter業(yè)務(wù)重點調(diào)整之后對第三方開發(fā)者管理思路的轉(zhuǎn)變。

????Twitter和商務(wù)社交網(wǎng)站LinkedIn一拍兩散了。就像那些離異家庭的孩子們一樣,這兩個網(wǎng)站的粉絲們本周一覺醒來,發(fā)現(xiàn)一切都變了。就在上周五,Twitter宣布將終止與商務(wù)社交網(wǎng)站LinkedIn的合作。盡管LinkedIn的用戶現(xiàn)在仍然可以通過LinkedIn更新Twitter的狀態(tài),但他們通過Twitter發(fā)出的消息卻不會再同步到LinkedIn上。

????消息傳出之后,各大科技媒體立即開始緊張地分析兩家公司分手的原因。科技網(wǎng)站AllThingsD的邁克?伊薩克指出,Twitter的許多新功能都沒有在LinkedIn上顯示,比如Twitter的“可擴展消息”功能(它可以顯示來自《紐約時報》(The New York Times)等網(wǎng)站的新聞?wù)驼掌┮约岸嗑€程對話功能等。Twitter的消費產(chǎn)品負(fù)責(zé)人邁克爾?西皮也在公司的一篇博文中對此表示了認(rèn)同。他向研發(fā)者們提醒說:“(你們)需要能夠看到,可擴展消息功能以及其它功能會讓Twitter變得更加吸引人,也更容易使用。”

????就像大多數(shù)內(nèi)斗一樣,錢也是導(dǎo)致兩家分手的一個重要原因。科技網(wǎng)站GigaOM的馬修?英格拉姆認(rèn)為,Twitter的大多數(shù)收入依靠“眼球經(jīng)濟”,也就是把消費者的關(guān)注賣給廣告商。從這一點看,它和報紙以及其他任何媒體沒有太大區(qū)別。維珍美國航空公司(Virgin America)、紅牛飲料(Red Bull)、可口可樂(Coca-Cola)等大企業(yè)都斥巨資在Twitter上做推廣。這些推廣消息要么會在消費者搜索相關(guān)關(guān)鍵詞時直接顯示出來,要么就直接推送給目標(biāo)用戶。其它做廣告的方法還包括價格更昂貴的熱門話題推廣,以及推廣賬戶等,這些都會顯示在用戶的“關(guān)注誰”側(cè)邊欄里。

????不過當(dāng)LinkedIn這樣的第三方開發(fā)者共享了Twitter的應(yīng)用程序界面后,他們就會把相當(dāng)一部分消息引導(dǎo)到自己的服務(wù)上,也就是把相當(dāng)一部分消費者的眼球吸引到自己的網(wǎng)站上來。(一個應(yīng)用程序界面就像一個總鑰匙,使外來者可以調(diào)用Twitter的數(shù)據(jù),并且在這個平臺上構(gòu)建應(yīng)用程序。)不過多年以來,在Twitter的默許下,整個外部開發(fā)者生態(tài)系統(tǒng)都在這樣做。事實上,Twitter的創(chuàng)始人比茲?斯通自己也表示,這種方法“可能是——甚至可以說一定是我們對Twitter做的最重要的事?!痹?0多萬個第三方應(yīng)用的幫助下,Twitter在短短6年里就吸引了5,000萬用戶。

????不過這里也有些矛盾之處:擁有一個開放的應(yīng)用程序界面(API)對于增長來說是件好事。由于你的網(wǎng)絡(luò)支持各種創(chuàng)新的、有用的應(yīng)用程序,用戶自然蜂擁而至。不過要通過開放的應(yīng)用程序界面生財卻不是那么容易,因為你的客戶可以說也在不斷地被第三方應(yīng)用吸走。Twitter過去兩年里一直糾結(jié)于這個兩難的局面。它悄悄地加強了對外部開發(fā)者的控制,對自身的API加以限制,并從第三方開發(fā)者那里奪取應(yīng)用的控制權(quán)。這么一看,Twitter決定終止在LinkedIn上的同步也就可以理解了。這樣做可以把消費者重新拉回到自己的網(wǎng)站,讓他們使用自家品牌的應(yīng)用,這樣Twitter才能間接地把他們的關(guān)注拿來賣錢。

????這種解釋聽起來很合理。不過這是最佳的解決方案嗎?科技企業(yè)家諾瓦?斯皮瓦克認(rèn)為,Twitter作為一個單獨的目標(biāo)站點,它所能吸引到的訪問量,永遠無法與圍繞在它的旗幟下的第三方應(yīng)用形成的龐大的生態(tài)系統(tǒng)相比。與其收緊對API的控制權(quán),與LinkedIn等應(yīng)用一刀兩斷,Twitter倒不如另辟蹊徑,利用現(xiàn)有的第三方應(yīng)用的用戶生錢。這種方法不僅聽起來行得通,而且實際上也非常簡單。

????比如Twitter可以把它的推廣消息和其它廣告直接推送到第三方應(yīng)用使用的API流中去。這樣一來,Twitter完全無需切斷與LinkedIn的關(guān)系,LinkedIn的用戶就可以在LinkedIn上直接看到推送來的廣告信息。另外他們在登錄Twitter時也會偶爾在首頁上看到一些推廣消息。這種安排似乎完全不是難事。

????不過,如果你覺得這些推廣消息非常令人反感的話,那么還有第二個方案。Twitter可以設(shè)置一些高級API權(quán)限讓開發(fā)者們購買——也就是沒有推廣消息和廣告。不管采取哪個方案,Twitter都可以獲得一筆來之不易的收入,外部開發(fā)者則可以保留API權(quán)限,消費者也可獲得他們想要的功能。整個生態(tài)系統(tǒng)可以繼續(xù)成長和繁榮發(fā)展。同時,Twitter也立即成了互聯(lián)網(wǎng)的廣告大戶,足以與谷歌(Google)的AdSense和Facebook的廣告業(yè)務(wù)呈鼎足之勢。

????Like children of a troubled marriage, fans of Twitter and LinkedIn woke up this week wondering what went wrong. Asannounced last Friday, Twitter ended its tweet syndication agreement with LinkedIn. While LinkedIn users can still post status updates from the site on Twitter, their tweets will no longer show up within LinkedIn activity streams.

????The digerati have been busy dissecting the unexpected breakup. Mike Isaac of All Things D points out that many of Twitter's new features -- expandable tweets (that can show summaries and photos from sites like The New York Times) and threaded conversations -- weren't displaying on LinkedIn (LNKD). Twitter's own consumer product lead Michael Sippey echoes this explanation in a company blog post, cautioning developers that "[you] need to be able to see expanded Tweets and other features that make Twitter more engaging and easier to use."

????But money -- as in most domestic squabbles -- also appears to be a big part of the picture. Twitter makes much of its revenue (a reported $260 million last year) by selling the gaze of consumers' eyeballs to advertisers. In this respect, it's hardly different from a newspaper or any other media entity, as GigaOM's Mathew Ingram convincingly argues. In Twitter's case, companies like Virgin America or Red Bull or Coca-Cola (CCE) pay handsomely for promoted tweets, which show up in Twitter searches for relevant keywords or are injected directly into targeted users' timelines. Other ad options include the pricier promoted trends, as well as promoted accounts, which appear in users' "Who to follow" sidebars.

????But when third-party developers like LinkedIn tap into Twitter's API -- channeling tweets onto their services -- they siphon off a good chunk of those consumer eyeballs to their own sites. (Think of an API as a sort of master-key allowing outsiders to access Twitter's data and build apps on top of its platform.) Now, for years this has been done by an entire ecosystem of outside developers with Twitter's full blessing. In fact, the network's founder Biz Stone himself credited this approach as "arguably the most important, or maybe even unarguably, the most important thing we've done with Twitter." Fueled by a parallel universe of more than a million third-party apps and counting, Twitter has grown to a half-billion users in six short years.

????And there's the rub: Having a wide-open API is great for growth - users flood in as your network becomes a backbone for all kinds of innovative, useful apps. Monetizing a wide-open API can prove a bit tricky, however, since you're essentially funneling consumers away from your site. Twitter has struggled with this conundrum over the last two years, quietly tightening the reins on outside developers, restricting its API and wresting control of apps back from third parties. In this light, Twitter's decision to stop sending its tweets to LinkedIn begins to make sense, part of a larger push to channel consumers back to its own site and branded apps, where they can be monetized indirectly through ad sales.

????That seems logical enough. But is it the best solution? As serial tech entrepreneur Nova Spivack argues, Twitter as a single destination site will never capture as many eyeballs as the collective universe of third-party apps in its orbit. Instead of tightening its API and cutting off apps liked LinkedIn, wouldn't it be smarter for Twitter to find a way to monetize all of those existing third-party users? Not only does this seem to make sense, it would also be really easy to do.

????How? Twitter could inject its own promoted tweets and other ads right into the API stream used by third-party apps. So, for instance, LinkedIn users -- instead of facing a Twitter blackout -- would see all the tweets from their professional network, plus the occasional promoted tweet that they'd find on their Twitter homepage anyway. That hardly seems like a hardship.

????But suppose you do find those promoted tweets objectionable. That's where Plan B comes in. Developers would also have the option of paying Twitter for premium API access, enabling them to nix promoted tweets and other ads. Either way, Twitter gets its hard-won revenue, outside developers retain API access and consumers get the functionality they want. The entire ecosystem continues to grow and flourish. Plus, Twitter instantly becomes one of the web's ad powerhouses, with a network rivaling Google (GOOG) AdSense or Facebook (FB) Ads.

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