The two speakers from Twitter — Ryan Sarver and Doug Williams — had just left the stage at Big Boulder, a data conference I’m attending in Colorado, when Twitter, the service, went down Thursday. Neither of them have anything to do with keeping the service up and running, but the restless audience probably still would’ve thrown the hotel-provided notepads and candies at them if they could’ve. Such was the level of dissatisfaction about the Twitter platform’s outage yesterday — and let’s face it, any day a service we rely on goes out, even when the crowd in question doesn’t consist of users and consumers of social big data, and the odd journalist.
The outage may have been poorly timed for Sarver and Williams, but the incident speaks to a larger problem the companies represented in this room are facing: building on top of social platforms.
Consider Zynga. The high flying gaming company, built primarily on top of Facebook’s Open Graph, has faced record lows in its stock as investors have lost some confidence in the company’s ability to continue growing. Or consider just about any other company, social or not, that is trying to reach its fans and customers in the social media world.
Get Satisfaction CEO Wendy Lea walked me through the gently sloping path to hell many of these companies are facing:
“Marketers got [their companies or brands] a Twitter handle and a Facebook Fan Page. Then they went to their interactive digital agency to make the Fan Page look like the brand. Then they went to Buddy Media or Vitrue to run a contest to get fans or followers. Then they got Radian 6 and got a [social media] listening platform. Now they say, ‘I’m analyzing.’ Now what? There’s a huge gap to their in-house [customer database] system they spent $2 billion to create.”