Twitter: Where Nobody Knows Your Name–The Sequel

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In the wake of the changes at Microsoft’s online division, a senior advertising sales exec, Bill Shaughnessy (pictured here), is set to leave his post, the company confirmed.The departure was first reported in Ad Age, which said Shaughnessy’s future plans were undetermined and, in fact, noted it was unclear why the longtime Microsoft (MSFT) staffer of 15 years was leaving.BoomTown found the answer looking at the very bottom of the press release announcing the hiring of former Yahoo (YHOO) tech exec Qi Lu as head of its online services group:“As part of today’s announcement, several teams will move to further align resources. The field sales organizations in the Online Services Group will move to Microsoft’s centralized Sales, Marketing and Services Group led by chief operating officer Kevin Turner. This group, called Consumer & Online, will be led by Corporate Vice President Darren Huston and will include the Global Advertising Sales and Services organization, led by vice president Bill Shaughnessy.”The move to centralize, according to sources, has been controversial within the company, since that means all sales are being lumped into one mega-group. Shaughnessy has worked on a range of MSN properties, as well as for the Windows group.In his most recent job, he worked closely with Brian McAndrews, the top online ad sales exec at Microsoft, who announced he was leaving the company on the same day Lu was hired.McAndrews had been a contender for the digital head job.According to a Microsoft profile of him, Shaughnessy was global VP of sales, marketing and services, “responsible for the business leadership and management of its international business operations outside of the United States, including the Greater Asia region. His responsibilities include sales, marketing, business development, programming and regional and country management.”
Dec
2008

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BoomTown’s been just one week gone and yet another goofy, traffic-generating debate “erupts” in the blogosphere, involving the usual suspects. (Hey, it’s Loïc Le Meur and Michael Arrington again, fresh from their equally meaningful Are-French-folks-lazy-or-what? debate!) This time, while the Mideast burns and the economy continues its meltdown, they and many others are going at it about the favored hyped Silicon Valley company of the moment, Twitter. The new bone being gnawed on is something I can hardly grasp the point of–some drivel argument about what constitutes the authority of a tweet. While tweet status would seem only important to, say, a Warner Bros. cartoon character like Sylvester, all I can think is: Who cares? While I know I seem to say this a lot these days, I guess I am not really clear why people can’t use these various Web tools in any way they like, without a bunch of tech pundits pushing their self-aggrandizing agendas. You want to rank tweets? Fine–knock yourself out! You want to use tweets to tell your family about your trip to Buffalo? Maybe not so much, but what the heck! I think, though, the real story is the endless echo chamber of Silicon Valley that seems to persist in overestimating the meaning of Twitter, especially compared to so much more that is going on in the tech industry. With only about six million registered users (with a much lower number of active ones), Twitter gets written about as if it were a mover and shaker extraordinaire, instead of just being what it is: An interesting status-alert start-up that makes zero revenues and turned down a very large buyout offer from another once-too-overhyped start-up (Facebook). Well, after yet another week in the real world, I am here to tell you, precious few people still have any clue what Twitter is or how it works. This is not to say Twitter is not useful or cool or that its growth is not impressive. All that is true about the service. Bu
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