Twitter is building a new business model that promises to bring social media to the mainstream — but that also could affect the way you use the Internet.
In a new study published Tuesday, Recode’s Sam Vaknin explores the business models and social dynamics behind what could become the largest media company in history.
Using data from the Social and Emotional Content Lab, the research team looked at how Twitter is making money, and how its new approach to monetization could impact the way people interact with content.
“We think it’s going to be the new gold standard for social media,” said Vakni.
“It’s going not only to be one of the best business models in the world, it’s also going to radically change how we do things in our digital lives.”
The research team’s findings, which were published in the March issue of The Journal of Social Media and Digital Media, suggest that the company will likely take a very different approach than its rivals in the social-media space.
The company is already experimenting with new business models that rely heavily on social media ads, like Sponsored Tweets and Sponsored Stories.
But the new study suggests that it’s taking a more direct approach to building a business model around its new product, the Treasures island media.
Using a proprietary algorithm that measures the effectiveness of tweets and related content on different audiences, the researchers estimate that a user who spends $2 on Treasures every week is actually spending about $6.20 per month.
In this model, Treasures is a way to provide content that people can engage with and buy for their friends and family, but without having to go through the tedious process of purchasing a license to use their content.
The results show that the majority of people who consume Treasures do so for the reasons outlined in the study.
“It’s the perfect social-marketing model for social networks,” said Kevin Murphy, chief marketing officer at Twitter.
“The idea is to monetize the content people consume.
So it’s kind of like the new ‘trending’ stuff.
There’s a lot of value in being able to put it up on your wall.”
For this reason, Murphy believes that the current social-sharing model is in its infancy, and is “not going to have a big impact on how we consume content.”
The study also showed that a majority of Twitter users are willing to pay a premium for content they can access on their smartphones.
In fact, more than 90% of users said they would pay $1 or more for the ability to access content that’s in the Trebles.
The study also found that, at least in the short term, the company has a better track record than rivals like Facebook, Pinterest, and LinkedIn in terms of attracting users to its platform.
“The fact that we’re the first company in the industry to make that argument really speaks to how much value Treasures offers to the platform,” said Murphy.
“This is a company that doesn’t have a very large user base, and they’re going to take advantage of it.”
One of the things that makes Treasures unique, Vaknaisays, is the way that it uses data to build out its platform — using a proprietary “social graph” to understand how users use its platforms.
“In the social graph, you can really see the value of what you’re doing,” said the research group’s founder, Nick D’Arcy.
“You can see that this company is driving a lot more traffic, and it’s driving a ton more revenue.”
Vaknin points out that Twitter has been testing its Treasures social graph for a few months, and has already shown that users are buying more Treasures from other platforms, like Facebook.
The new study found that people who have a Treasures license are more likely to be active on the social networks that are closest to them.
In the past, this was mostly true for people who owned Treasures themselves.
But in this new study, Vavinsays that Treasures users are more active on those platforms that have the most active users.
In other words, the more people are on those sites, the higher their Treasures licenses are worth.
The research also found a clear correlation between people’s level of interest in Treasures and how active they are on social networks.
For instance, the most popular social network in the country is Pinterest, followed by Facebook, and then Twitter.
Vakni believes that if Twitter wants to succeed in the long run, it needs to find a way for people to get more value from its Trebles content.
“This is something that will have to be monetized in a way that’s both unique and meaningful to people,” he said.
But he also said that Twitter’s current social graph model isn’t going to work in the future.