Whilst we may speculate on the real reason for the breakup: Theories range from Twitter wanting to maintain its users on its site through its use of the new extended tweet feature (this allows users to expand tweets containing links to partner websites and see content previews, play videos etc. without leaving Twitter) thus greatly increasing the value of promoted Tweets that highlight its partners content; to Twitter not being able to agree the revenue split with LinkedIn for Twitter generated advertising. Some are even whispering that perhaps the reason is that Twitter got the jitters following the recent security breach which resulted in the 6 million LinkedIn users’ passwords being stolen. Maybe Twitter saw more trouble on the horizon as Linkedin were served with a $5 million lawsuit by a user who claimed Linkedin’s security policy is “in clear contradiction of accepted industry standards for data based security.”
Like all high profile unions, publicised behind the split is amicable. On Friday, 29 June twitter posted that its Twitter users will no longer be able to automatically update their LinkedIn profiles from the Twitter platform. Michael Sippey, Twitter’s official spokesperson stated:
“We’re building tools for publishers and investing more and more in our own apps to ensure that you have a great experience everywhere you experience Twitter, no matter what device you’re using. You need to be able to see expanded Tweets and other features that make Twitter more engaging and easier to use. These are the features that bring people closer to the things they care about. These are the features that make Twitter, Twitter. We’re looking forward to working with you to make Twitter even better.”
A stance that gives credence to those who believe Twitter is going down the Facebook road of keeping everything within its own ecosystem.
Linkedin, who looked and acted like the “dumped party” in the relationship, tried to reassure its members who want to continue to update both platforms with the same information that “tweets” are okay on LinkedIn.
Ryan Roslansky, Director of Product Management at LinkedIn with a focus on monetization; responded to the Twitter announcement by explaining how Linkedin users can still share across both platforms
“Initiate the conversation on LinkedIn. Simply compose your update, check the box with the Twitter icon, and click “Share.” This will automatically push your update to both your LinkedIn connections and your Twitter followers just as you’ve been able to do previously.
If you had previously synced your LinkedIn and Twitter accounts, and selected the option to share Tweets on LinkedIn, those Tweets generated from Twitter will no longer appear on LinkedIn. There will be no other changes to your LinkedIn experience.”
So good or bad what do you think? Of the 76 people leaving comments on Mashable in relation to this story, the split seem to be 70/30 in favour of removing the automatic update arrangement. Many Linkedin users actually find the constant stream of trivial social updates, on what is a business platform, unprofessional.
It will be interesting to see who turns out to be the real winner in this. Normally broken relationships tend to leave walking wounded (and even sometimes fatalities) on both sides. I suspect we will just have to wait and see.
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