PR Coverage

Forward3D CEO, Martin McNulty asks whether power users should offer Twitter something in return

Featured in Campaign, Forward3D CEO, Martin McNulty discusses the divergent fortunes of Twitter and its power users, asking whether they should be offering the social platform something in return. 


The problem seems inherent in the way that Twitter helps brands builds relationships that it then can’t control. Celebrities build fan bases for one purpose - because fans lead to influence and lucrative contracts.

Brands and advertisers are bypassing Twitter altogether in many cases, simply paying these influencers directly for endorsement messages or ‘native’ advertising opportunities.

Twitter should think seriously about the value it is creating and how this value should be allocated.