Twitter, a social media favorite among marketers, journalists, celebrities, news lovers and trolls, is having a rough time of things in recent days and weeks. Since Friday, it's suffered three outages, and now it's having trouble on Wall Street.
Twitter's stock price ($15.67 at press time) has fallen almost 14 percent since the market opened Tuesday. Additionally, the price has dropped nearly 45 percent since Oct. 5, the day that co-founder Jack Dorsey returned to the company's CEO role. More than 75 percent of that descent took place in the last month.
Brand marketers, most notably in the social media realm, will probably begin taking note if they haven't already.
Social practitioners want a financially healthy Twitter because of the platform's truly unique way of building brands through real-time tweets that react to the buzzy developments of the day. Asking a brand CFO to spend more on Twitter marketing doesn't get easier when he or she is reading bad news from the street.
Twitter's ability to develop more advertising and marketing products is hugely important to all involved. If the narrative about the San Francisco tech player's falling stock price builds much further, it's not going to help Twitter compete for the kind of talent it needs to build those marketing-tech products when recruiting against the likes of Facebook, Facebook-owned Instagram, Snapchat, Pinterest and other platforms with cash to burn.