Twitter to roll out commercial accounts this year

twitter-101Yes, Twitter will start earning some income this year.

Co-founder Biz Stone said the company is in the first phase of rolling out commercial accounts that will entice business users to pay for premium services like detailed analytics. After that, the company might move into building business-oriented application programming interfaces (APIs), creating a “commercial layer” over the social network. The commercial APIs would be out “later this year,” he said.

“Twitter will still be free for everybody and we’ll still tell them to go crazy with it,” said Stone in an interview. “But we’ve identified a selection of things that businesses say are helping to make them more profit.”

biz-stone1The company has already moved in this direction by releasing a guide for professional users, detailing how companies can use it to find customers, pass on deals and perform market research. It is also going to offer “certified accounts,” for businesses, for example letting JetBlue certify that its Twitter account is owned by JetBlue and not by someone pretending to be JetBlue (until now, Twitter has done this only for a limited number of people, including celebrities). Stone didn’t give a specific date for when the company would launch the newer commercial offerings.

Also, it might be hard to tease out who is using the service professionally and who is using it for personal reasons, and then charge them for it. So the idea is to build a set of features that people are willing to pay for.

“We want to build statistics or analytics that let users know — ‘How am I doing on Twitter?’” he said.

Building premium commercial offerings would put Twitter in closer competition with third-party developers like CoTweet, which helps brands manage customer relations on the microblogging network. Stone, however, was careful to stress that the company doesn’t want to disturb the world of third-party developers building around the network.

“We’ll continue to support the ecosystem with a whole new set of commercial APIs,” he said.

Guessing Twitter’s business model has become one of Silicon Valley’s favorite parlor games. The start-up has raised $55 million so far and zoomed past 44.5 million unique users in June, according to comScore. But it hasn’t revealed exactly how it plans to live up to that lofty valuation. Instead, Stone has said in the past that the company is learning and evolving with its user base.

He also wouldn’t rule out the possibility of further acquisitions, acknowledging that Twitter had talked to FriendFeed about acquiring the company before it was bought by Facebook.

“We’re at a point where even though we’re only two years old, acquisitions are definitely possible,” Stone said.

Twitter’s already done one before. It bought Summize last year to build out Twitter’s search capabilities, a move that seems to have turned out well.

We interviewed Stone on the day Twitter unveiled its location API.

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  • bradjward
    Wait, did you just say that Twitter's acquisition of Summize "seems to have turned out well"????

    I remember when a search on Summize went back 10 weeks, not 10 days. Biggest fail ever, I wish Twitter had never purchased them.
  • I agree. This is very poor architecture. All they need to add is more disk space!
  • Looks good and will ensure that Twitter has a long and strong future.Will be interesting to see the format that they come up with
  • Great news. But was wondering how much can Twitter make out of commercial accounts outside of US? May be they should start thinking monetizing with outside-US users too. Any details on such outcomes?
  • I'm surprised Twitter didn't do this earlier. I'm sure many companies will be happy to see this feature
  • re2
    I'm also surprised that they dont charge for validated user accounts because all the people who have done so can afford to do so and I'm sure would also want to have their user account validated.
  • Eric
    It kinda reminds me of Microsoft willing to release commercial MSN Messenger (that's what it was called at that time) accounts...
  • engagoteam
    It will flop.
  • PJ
    I'd leave a comment but you're using Disqus, no thanks.
  • I don't think there will be many takers for this paid version, given that the free version is working just fine in increasing their customer base. And as for analyzing data, you always have Google Analytics for that.
  • Great idea - A Twitter business account will become a great online marketing tool for even a small business who can use the service to enhance the customer experience with better information, offers, news and problem resolution.
  • Godd News!
  • Sounds like a good move. Businesses are flocking to Twitter as a way to reach out to their existing and prospective customers, and being able to tell just how well they're doing is definitely something worth paying for (I know that I for one will).
  • The direction they are going is great. Location based tweets, real time info, analytics, all wonderful tools for us marketers... Add this with an integrated hyperlocal marketing approach and it is a formula for great smallbiz success. The uses of these tools keeps me awake at night.....
  • Yeah it really sounds great i liked it very much thanks for the blog.
  • Guest
    “We want to build statistics or analytics that let users know — ‘How am I doing on Twitter?’” he said.
    You don't need to build statistics for that, i, my friend will clear up all the confusion for people who have this dilemma : You are doing very gay since you are using twitter. Thank you, that is all.
  • Great idea! I love twitter ;)

    Soeren Gelder
    http://www.twitter.com/gelder
    http://www.SoerenGelder.com
  • Can people (dev’s) not for once make an free application that really stays free, uncluttered and uncomplicated? Please… If you need the money, please be frank about it from the beginning, we understand. But don’t try to squeeze it out later. Even if the core app is still free. Today’s cluttering is partially result of this kind of strategy. And I hate it.
  • Name
    *jogs in place*

    Excellent. This will provide an effective social/business filter for me.

    When I see that a company/corporation has signed up for a commercial account, I can just remove them from my contacts and forget they exist.

    Any business dumb enough to pay for a 'commercial account' at a micro-blogging service just proves how utterly out of touch with reality they are.

    God bless meaningless innovation! Keep focusing on the inane flotsam of the stagnant pool you're treading technological diarrhea in.

    *jogs on*
  • Customer Relations 101
    Does Stone really think businesses are going to pay for commercial accounts when Twitter has yet to address their lack of customer service issues?

    Just try getting any response whatsoever when you file a ticket request-particularly if a business account has been temporarily suspended for an unknown reason, most likely easily addressed but the folks at Twitter either don't have the time or the sense to actually communicate with the customer directly to solve the issue.

    Companies have spent time and money setting up accounts to begin to dip into the Twitter experience and what they find is that the so-called preeminent social network all about building relationships does a lousy job communicating with the very people who have built Twitter into a marketable entity.
  • The folks at Twitter *not* using their own service to provide customer service never ceases to amuse me
  • I would pay for a commercial Twitter, Facebook, Picasa, Flickr, etc. account. I would want a whole lot more than authenticity validation and analytics, though.

    From Twitter, I'd like the ability to group followers and filter my tweets by group. I'd like to see a merging of my following & followers lists with more information on users like, #of tweets, how many followers & following, mutual followers, etc.

    On Facebook, I'd like to see commercial profiles. Pages and groups have too limited features, despite what FB says.
  • marckarasu
    MeasuredUp.com and other niche sites like it are much better for companies to use to address customer service issues.
  • Pay for twitter = Goodbye Twitter! Is everything money these days? Yeah, charge me one(1) $ a year and that's fine but otherwise, who couldn't do this anyway; and for free, but as usual everything is about the money! This isn't an income producing business, this is for human beings all over this world - and beyond too - and it suits me not! to pay for such a trend! One buck a year; OK and how many reg. visitors are there? That's enough!
  • So far, Stone only names two features of commercial accounts - detailed analytics and certified accounts. Not much to entice businesses to start paying.
  • I think the time has come for the business model to break out! I think it's honorable that he says that Twitter doesn't want to upset the third-party developer business - the long tail...I think a revenue stream of analytics will fill a definite need, but I think there are also other options to explore, which weren't mentioned here, such as support for helping businesses to improve their relationships - a whole marketing support team. But, this is definitely a step in the right direction!
  • mrssacredexpressions
    Good move on twitters part. I am sure with their raised funds they will have the muscle needed to produce a great product which businesses large and small alike will find useful.
  • mrssacredexpressions
    Good move on Twitters part. I am sure with their raised funds they will have the muscle needed to produce a product which large and small business owner will find useful in their marketing and information efforts.
  • I think this would lead to a lot of Twitter app developers signing up for an account. Twitter has lent itself to a lot of app developers creating different tools for the site, I think a majority of these people would want to get pro accounts to help promote their apps.
  • chanvannak
    Yep, Hope to see this new app soon. I will join this if it is productivity. Here is my website : www.TourismIndochina.com. Please give me comment.