Inside Twitter's Strategy to Bring Celebs, Media Companies Into Its Social Conversation

Twitter isn’t the biggest social network out there: Both Facebook and Instagram are significantly bigger, and Snapchat also has surpassed Twitter’s daily user base. But two of Twitter’s top execs focused on the entertainment industry, Sarah Rosen and Lara Cohen, say they’re looking to deliver on quality of engagement for their partners, not just quantity of followers. On this week’s episode of Variety‘s “Strictly Business” podcast, Rosen and Cohen broke down how the company teams up with talent and media companies to maximize reach and is regularly developing new tools to connect with fans. Social media has grown far more crowded in the last few years, said Rosen, head of U.S. entertainment and news partnerships for Twitter. Compared with other platforms, she said, “We are the place for realness — and that’s what resonates with users… and people actually read on Twitter, so your words and your tweets matter.” Her group works with TV networks, music companies, publishers and other media; Rosen called out MTV and Bravo as great examples of partners that are “true to their voice.” “We’ve never been the biggest platform. We haven’t been the newest,” Rosen said. “So we’ve always set out to be the best…
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