Twitter and the Local Ecosystem

I recently shared with a potential Needium partner the volume of local tweets we’re indexing daily in major (and some smaller) North American cities.

Atlanta, GA: 709,427
Austin, TX: 116,756
Calgary, AB: 60,603
Cary, NC: 153,315
Charlotte, NC: 171,001
Chicago, IL: 712,399
Cincinnati, OH: 110,975
Columbus, OH: 221,920
Commack, NY: 116,145
Creve Coeur, MO, 43,829
Denver, CO: 172,762
Des Moines, IA: 28,702
Fort Lauderdale, FL : 118,670
Indianapolis, IN: 224,871
Laguna Beach, CA: 58,186
Long Beach, CA: 113,404
Los Angeles, CA: 1,126,143
Miami, FL: 509,411
New York (Metro): 2,746,757
Ontario, CA: 59,705
Phoenix, AZ: 230,260
Redondo, CA: 66,490
San Bernardino, CA: 36,799
San Francisco, CA: 354,707
St. Louis, MO: 255,415
Tampa, FL: 125,341
Toronto, ON: 546,470
Vancouver, BC: 173,340
Washington DC: 551,126
West Palm Beach, FL: 31,665

London, UK (Central): 60,128 (more than 1M tweets per day when you index the greater London metro area)
Paris, France: 346,197

Remember: these are tweets PER DAY per city. As you can see, those numbers are quite impressive and we’re just starting to scratch the surface in terms of implicit geo-location. We’re adding new geo-clues like neighborhood names, points of interest, foursquare check-ins, etc. to help us increase that volume. And we’re slowly getting to a point where our community managers know what’s going in specific cities and neighborhoods.

As I wrote earlier this year, “With more and more people joining the service, Twitter will discover that its real utility is at the local level. Twitter will become the often-wished for democratic and commercial local space we’ve been expecting since the beginning of the Web. Citizens/consumers, merchants, politicians, and news sources/journalists becoming an intrinsic part of the same communication and relational system.” That’s even truer today as more people are joining Twitter (100M montly active users at last count), people use it more (250M tweets a day) and they geo-localize themselves more.

And yesterday, I was happy to see that people are starting to notice. Read what smart VC Dev Khare wrote yesterday:

Dev is probably using crude tools (maybe Twitter Search?) to retrieve the info and he’s starting to see “local” value. Imagine when we’ll be able to surface that information in a much more substantial way!

The same day, Mark Suster (a VC who invested in Twitter) wrote “We Have Only Scratched the Surface of the True Value of Twitter. Here’s What You’re Missing“.  He starts by explaining that there’s more to Twitter than “what am I eating for lunch?”. As my readers know, I wrote a whole presentation on “why you should care what @joepublic had for lunch” but that’s another story…

Mark goes on to talk about Identity, Object Communications, Predictive Data, and Augmented Data. A couple of quotes stood out for me:

“I believe that Twitter is becoming the most interesting and predictive dataset in the world and that every large company (and many small ones) will consume the Twitter stream in order to gain insights, determine actions to take and gain competitive advantage.”

“The future of data interpretations will be augmented. We will look at both the steam and the “meta stream.” We will want to augment with: location, demographics, affiliations, authority by subject area, gender, topical interests and a whole lot more.”

That’s it. That’s what makes Twitter such a powerful communication tool and even though, as the Wall Street Journal writes this morning “Web companies often upend industries but they can labor for years to fully make money on their revolutions”, social networking revenue is growing (eMarketer predicts this morning that “Worldwide social network ad revenues will surpass $8 billion in 2012 and approach $10 billion by 2013”) and will rocket past many online ad categories. As for Twitter, I believe they will find monetization success through local advertising. It’s too good an opportunity to pass.


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