Gorkana – How Twitter’s ‘live’ offering will provide value for PR
Twitter reported its financial results for the quarter ending on March 31 this week, highlighting its ‘live’ strategy for 2016, which will focus on creating more premium content, particularly in the sports sector. Gorkana speaks to sports agencies M&C Saatchi Sport & Entertainment and Calacus to find out what this means for PR.
Twitter has some way to go to catch up with peers such as Facebook when it comes to making profits and the size of its user base. Part of its strategy for growth involves delivering more premium live content, particularly video, for users to engage with. To put this in context, here are the areas Twitter is focusing on, in particular, as explained by key executives in its earnings statement for Q1 2016.
Although Twitter’s CEO Jack Dorsey has noted it has had a focus on live content ‘for over 10 years’, the platform hopes to present more live opportunities by covering large-scale events in sports, politics and entertainment and opening up more video streaming opportunities.
David Alexander, Calacus’ managing director said these new developments don’t change the fundamentals of successful PR using Twitter. He added: “From a PR perspective, the rules remain the same, whatever the channel – the content has to be relevant, genuine and engaging without being a hard sell.”
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