Eyeballs or Utility?

image In an interview on NPR, Twitter CEO Dick Costolo, was asked to compare Twitter to Facebook. He answered simply that the two companies have different models of engaging. He didn’t call one right and the other wrong. He just called it as he saw it.

In general what he said was that Facebook values the Time Onsite (eyeballs for an extended period of time) and Twitter values the Time to Utility (how quickly can information be delivered).

There is no wrong answer. This is the challenge of Consumer Social Networking (CSN) and it can also be a challenge for Enterprise Social Networking (ESN).

So, ask your stakeholders …. What are you measuring? Eyeballs or Utility?


Image Credit: By Joi Ito (Flickr) [CC-BY-2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons


Jeff is a expert in the Enterprise Content Management industry. He is an international speaker and writer on the Intersection of People and Process in Social, Mobile and Cloud Computing. He is a contributing author toElite Daily, Yahoo, US News and to the Personal Branding Blog. Over the past 20 years he has worked with customers and partners to design, develop and deploy solutions around the world. He has worked for Microsoft, FileNet (IBM), K2, Captaris, Open Text, Kofax, Kodak and Winshuttle. Currently he is the Director of Strategic Alliances and Gimmal.

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