Originally at https://searchenginewatch.com/2016/01/26/the-17-things-twitter-should-do-to-transform-its-fortunes/

Twitter has been having a hard time of it in the past year or so, with various product missteps, plodding user growth and underwhelming results all negatively affecting its share price.

Shares are now hovering just above the $17 mark, valuing Twitter at around $12bn. For a company that should post revenue of at least $2.3bn for 2015, its market price will be whetting the appetites of prospective acquirers.

Screen Shot 2016-01-26 at 12.05.28

Where has it all gone wrong? That’s been well documented here, there and everywhere, but in short, the product and strategic vision seem to be unfocused. I thought it might be more interesting to think about how it can put things right.

I’m not a shareholder, but I want Twitter to win, to preserve and evolve a platform that I’ve grown to love. I am hugely invested in it as a user.

Do share your own thoughts in the comments section below…

Do much more with data

In the past eight years I have posted and shared 33,500 tweets, and have liked (or ‘favourited’) another 1,000. That’s a data goldmine to explore.

Twitter can fathom all kinds of things from the things we write about, and share. It should be able to figure out what makes users tick.

It should certainly be able to do some basic extraction and natural language processing to reveal user interests. It can then group people and content into segments.

That’s going to be great for ad targeting and will make content and who to follow recommendations a lot more relevant. Grouping content together by theme would allow it to create ‘topics’. Yum.

Make the most of topics

Kudos to Fred Soneya who pointed me at a great post by Austen Allred, titled ‘If I Ran Product at Twitter‘. Austen …

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