Twitter Acquires Posterous.com – What Does it Mean for Marketers?

Twitter has acquired the development team of a well known mobile blogging company Posterous.comTwitter Acquires Posterous Twitter expressed its interest towards Posterous and announced that it’s not about the acquisition of a blogging platform for Twitter, but is also an acquisition of the ‘dedicated people and web technology’ behind Posterous.

On the other hand, Posterous.com takes this acquisition as the most valuable deal because its qualified and dedicated team of engineers will now work with the Twitter team.

Twitter Benefits With Posterous:

Twitter believes that this deal will enhance its quality of services for its users and will help itself to make its service much better. With this acquisition, users will be able to backup their content, will be able to post micro blogs, tweet them and thus, it will positively enhance Twitter business.

Benefits For Posterous:

Posterous was looking for a big brand to connect with and it cannot be denied that Twitter is the top social networking website today. Posterous, on behalf of this deal, is profoundly happy with the acquisition; more so because Twitter will absorb Posterous employees in its existing team.

Both Twitter and Posterous have ensured that their individual services will not be disturbed due to this tie-up. If they introduce any changes in their services in the future, it will be first notified to its users well in advance so that the users can easily adopt the changes. MySpace users will continue to use their accounts as they are using now.

Also, its domain partner .eNom will handle its domain management. Users will be instructed via emails about the procedure of accessing their new domain accounts.

How Twitter Acquired Posterous?

Twitter is committed towards its services and believes in nurturing talent. Following this approach, Twitter expressed its interest towards Posterous as it excels in its talent-based product creation approach. It is this level of talent that Twitter wishes to inculcate following the acquisition to enhance its own products.

Benefits for Marketers from this Acquisition:

Posterous had integrated into various Twitters activities before the acquisition. The acquisition will help users to highlight and update their Posterous accounts from Twitter and vice versa; and the MySpace posts can be seamlessly tweeted. SimplyTweet is the best example as it updates Posterous posts on Twitter.

Twitter-Posterous will enhance marketers profit to almost double. Posting and tweeting at one time with Twitter-Posterous common domain, will help marketers to promote their business products very quickly.

Marketers, especially online product marketers are eagerly waiting for Twitter-Posterous to launch their post-acquisition services.  Following are some of the benefits that online marketers are expecting:

  • Posterous post might not be limited to 140 characters. If it is so, it will help marketers to promote their business products in a more descriptive form.
  • Product detail entered by marketers on Posterous will be tweeted on the combined domain.
  • Various mobile supporting applications will be introduced to tweet Posterous posts. Business promotion via mobile will then be better accessible.
  • The domain will support photo tagging on Posterous. Marketers will be able to place their product details along with the product image on website.

Twitter is not only acquiring Posterous, it is entering into the mobile blogging and micro blogging platforms. The inclusion of Posterous will extend the functional values of mobile blogging platform. Social media and social issue-based content will be on the advantage point because of the micro blogging opportunities this acquisition will bring.

Is this an Acquisition for Talent or the End of Innovation?

Talent acquisition has become a common activity in the last few years. No doubt, if the acquisition of the talented team behind Posterous is a new innovation for Twitter, it is also a hijack of Posterous’ concept of micro blogging.

Probable Outcome of Posterous Acquisition

Following are some probable outcomes:

  • Twitter’s Acquisition Trend:

    Twitter’s penchant for acquisition has increased in the last 2 years. In the year 2012, Twitter has already added Summify and Desient in its acquisition list. Earlier the list included Summize, Cloudhopper and Mixer Labs in it. Perhaps Twitter is competing with other social networking sites to reach the top.

  • Impact Of Acquisition On Posterous:

    According to Posterous owner Mr. Sachin Agarwal, “this is the real opportunity for Posterous to bring their talent to the world and Twitter is the best platform to innovate their talents”. However, it is possible that Posterous Spaces will be directly disturbed due to the acquisition of its developer team by Twitter. It can result in moving of Posterous Space services to Twitter and thus, Posterous Space will lose its individual identity.

No doubt, this acquisition will help marketers to promote their business online on a combined platform. But, if Posterous will not be able to balance between its own services and acquisition responsibilities, it can result in shut down of Posterous Space services.

It will be interesting to see whether the innovation will increase availability of technologies or will it be a failed acquisition for talent?

What is your opinion on posterous acquisition?

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Comments

  1. says

    It is a good thing for the world in general. Think of why Google wants to buy Pinterest, isnt because of the huge success the site has within few months of engagement? Every social media sites is trying to lead the business by adding new tool. That is why Klout also bought BlockBoard to expand. This a is a great news for us.

  2. Gerald Martin says

    I’m waiting for someone who would actually gather some data on the effects of Twitter’s acquisition of Posterous to online marketing efforts. Knowing the power of Twitter for promotion, and the power of blogs in terms of freshness, this will definitely be a great combo. But, as Chitra mentioned, the full power of that combination has yet to be seen.

    Gerald Martin

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