According to recent rumors, social media site Twitter is on the verge of being sold. While the rumors aren’t 100% substantiated, they aren’t surprising either. Twitter’s been on the decline during the past year (really the past 5 years) as it’s been having trouble monetizing and realistically trying to find an identity. It’s dwarfed by social media sites Facebook and Instgram and has never really fit a solid advertising model. Recently the company has lifted their 140 character limit but it may be too little too late. Still though, having over 300 million users would more than likely be a boon to any company looking to beef up their social media presence.
According to CNBC, Twitter’s board might receive a formal offer to buy the service as soon as today. Among those rumored to be in the running are Salesforce.com (the cloud computing company best known for its customer relationship management software) and, Google, although others are in the mix as well. So who is the more likely candidate? Frankly I think it’s a tie.
The case for Google
While Google dominates internet advertising and search, there’s one area that they’ve failed to really crack. That area is social media. Their Google Plus offering is decent. It’s user friendly and has some cool community features but ultimately never did and is still having a lot of trouble catching on. Either developers there just don’t find it to be a priority or Google’s been waiting around to scoop someone up. A social media site would be a natural acquisition for the search giant because well, why not? Google’s got their hands on just about everything including self driving cars. If they could acquire Twitter at a discount, change the site around to be more advertiser friendly, it could very well be another cash cow.
The case for Salesforce.com
Salesforce, which specializes in using social networks to sell you stuff, would also be a likely candidate, and there might even be competing bids. What’s the reason for Salesforce? Honestly, it’s Marc Benioff. This guy just loves buying stuff. The company’s been on a spending spree over the last 12 months so why not take a stab at Twitter?
Ultimately I think it will come down to the highest bid and chance to make Twitter a success. If anyone can make Twitter profitable I’d go with Google.