Topify Upgrades Twitter’s Weakest Link
Arik Fraimovich (the co-creator of QassamCount which I blogged about in the past) together with Ouriel Ohayon (VC & Blogger) launched a very useful service for Twitter called Topify. It is an improved new follower email alert that addresses one of Twitter’s weaknesses – getting bio information and other useful stats (following/followers counts) inside an email and being able to follow back using a simple “reply”. Topify also makes it possible to reply to direct messages (DM) using email. I signed up earlier today (super easy & friendly sign up) and already noticed the benefit. You should do the same. More info on how it works here or on TechCrunch and here is Ouriel’s announcement.
Related to that, I was thinking how come Twitter has not released this feature and kept their new follower email so basic. After all, you would expect that with all the hype and buzz around Twitter and the almost-endless resources they have ($55M in funding to date), the Twitter team would be releasing new features constantly. So, I put this short list of pros and cons and this is what I came up with:
A: Why twitter should have implemented improved email notifications long ago:
- Twitter’s basic new follower email has been a major user pain and many users have requested this feature. Listening to your users & enhancing your product to address their needs is important and it creates an engaged user base.
- The current email notification is actually hurting Twitter since it is not optimized to help users grow their network. Users don’t check their email constantly. Even when they do that, they don’t immediately take the necessary action. Many of them are limited in time, attention or don’t have the right device (ie a smartphone) that makes it easy to visit their new follower’s twitter page, read the bio located on the right side bar, and then, log into your Twitter account and follow back. This is a very long and cumbersome process which leads to poor conversion.
B: Why twitter has not implemented improved email notifications:
- Keeping the product feature-lite encourages more & more 3rd party developers to use the Twitter API and it cements Twitter in the center of the eco-system.
- The current basic email alert forces users to visit the twitter website in order to get information about the new follower. This helps increase the number of page views & unique users Twitter.com gets. After all, if the entire Twitter usage comes from 3rd party apps & clients, how can user-rating services like Compete & Quancast measure Twitter’s growth?
- Investing resources in email related features is a low priority to Twitter (same as SMS these days) since they see their future in its robust API.
My wild guess is that the folks at Twitter deliberately chose (B) despite the fact it makes their product inferior, and that they will continue to do that until they establish their web property as a top destination site and get bought by Google. Once this happens they won’t have to worry about how to position the company for an exit and then they will start releasing new features like crazy, including one similar to Topify. They might even acquire Topfiy like they did in the past with other missing features (Summize the Twitter Search company).
What do you think?
