Twitter ends partnership with American professional social networking site LinkedIn

The end of the partnership between Twitter and LinkedIn, a professional social networking site, has caused many users to resent it. But in fact, as an independent company, Twitter needs to expand its business through change. Otherwise, Twitter faces the embarrassment of eventually being eliminated from the market.

Dick Costolo, Twitter's chief executive, Dick Costro

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LinkedIn, the US social networking site, announced last week that Twitter will not continue to show up in LinkedIn as part of the reform of the Twitter platform. The news has been confirmed by Michael Sippey, head of the Twitter consumer Products team, Michael Spey. The end of the partnership with LinkedIn highlights Twitter's plans to move away from third-party apps. Prior to this, users could choose to import all Twitter messages, or specific topics, directly into LinkedIn's data pages.

As usual, Twitter's decision has left many users deeply concerned. Twitter is popular with users, so users worry that it will undermine Twitter's image. It is only after understanding the current situation of Twitter that it is possible to understand why the company is abandoning its partnership with LinkedIn.

The biggest factor in pushing Twitter to make this decision is the company's desire to remain an independent company. Twitter had previously had a chance to be bought by Google (Weibo), Facebook, or other companies, but until now Twitter still wanted to run as an independent company. To be a strong, independent company, Twitter must quickly build bigger, profitable businesses, or Twitter's dreams will end. That's why Twitter needs to change, and that would make Twitter users feel uncomfortable.

Twitter has a lot of options, but ads are definitely the best for Twitter. Twitter could have followed At&t and charged every Twitter message the user posted; Twitter can also be a subscription service like Netflix, charging users monthly or yearly fees. In addition, Twitter can take any kind of hybrid charging model. But charging means the growth rate of Twitter will be affected. As more and more people use Twitter as a network, Twitter's usefulness and value are growing fast.

At the same time, Dick Costolo, Twitter's chief executive, needs to prove something: this is his third, biggest, and most hopeful opportunity to Dick Costro an instant social-advertising business. Costello's first attempt, the FeedBurner of his own company, and the second attempt after Google's takeover, failed to achieve great success. But Twitter is bigger and more likely to succeed.

But Twitter is more expensive to operate. Twitter currently employs more than 1000 people, plus mergers and acquisitions, infrastructure, video, bribery and new offices, which are expected to ease its annual operating expenses by more than $250 million trillion. While Twitter's advertising revenue is expected to reach $1 billion trillion in 2014, it's still 2012 years. Twitter is sure to be very pleased if Twitter's advertising revenue this year reaches $250 million trillion and reaches $500 million next year.

Given the current operating mode of Twitter ads--inserting ads directly into Twitter messages--something akin to radio advertising--twitter seems to be increasingly focused on controlling users ' reading and experiencing Twitter messages. In this way, Twitter can maximize the amount and quality of advertising. If Twitter finds a breakthrough in its advertising, or if new advertising products can charge more, Twitter can easily push it to the vast majority of users. Not all Twitter users like to use Twitter's web sites and apps, but the more people use Twitter, the better the business prospects for Twitter.

Distributing ads across the entire Twitter network, including external ads, seems no longer a priority for Twitter. Because LinkedIn is not an important channel partner for Twitter, Twitter is not an important source of content for LinkedIn. This is one of the reasons why two companies have ended their cooperation.