Just over two months ago, we wrote about a Mass Relevance announcement that the social solutions company would be using Twitter exclusively for all on-air and in-venue public display integrations for its clients. The announcement of this partnership came on the heels of a directive from Twitter that the social network would only work closely with companies that use their data exclusively for displaying social on TV.
Twitter’s announcement was meant to solidify its standing as the go-to social TV platform for advertisers and content creators.
But, as Peter Kafka reported on Friday, Twitter has decided to back off their exclusivity demands. According to Kafka, “The reversal comes after Twitter executives heard from annoyed TV programmers, who told the service that it was making their jobs harder — not the message Twitter wants to hear as it tries to cement its relationship with the TV ecosystem.”
Just two weeks ago, Facebook made a big social TV play, opening up more of its APIs to media companies seeking to integrate its data further into broadcasts and second screen initiatives. Networks will certainly be interested in testing integrations of social platforms outside of Twitter without any red tape.
It is clear why Twitter would want exclusive relationships with media companies and third-party social TV companies alike, but it understood that limiting the social creativity of its partners is the wrong approach. Instead, hopefully, Twitter will continue to develop new, innovative products so that partners want to work with them instead of other social networks.