Twitter's new advertising tool will turn it into a dystopian nightmare

...just like it did to Facebook.

It begins harmlessly enough. You're chatting to a friend, a neighbour perhaps, over the garden fence. The conversation turns to her upcoming wedding. What would she like for a present?

Suddenly a giant box of toasters falls from the sky, landing with a crunch between you. You can no longer see your friend. You start to scramble over the debris, the crushed cat, to find her - is she ok? - but then something small and hard hits you right in the eye. You pick it up: it's a diamond ring. Then another hits you in the back of the head. You're under attack!

You start to run, leaping over fences and through conservatories, but you know you're being chased. Hunted. A guy pops out from behind a tree with a megawatt smile: "Looking to buy some trainers?"

"Get away!" you scream, desperately weaving round him.

"Get away from it all!" a voice from nowhere booms in your ear.

You jump. Where the hell is it coming from? Is it IN YOUR HEAD? You hear it again, ingratiating now, soft, a warm current in the frosty air. 

"A Thompson holiday is only a click away."

And so it begins. Twitter is getting a new API, or “application-programming interface”, a technology which will make it easier for advertisers to reach the right customers. In other words Twitter is getting what Facebook got back in 2010. Advertisers will be able to access information you release in the course of social interaction, and use it to sell you things.

This makes sense for Twitter, for now. It has a great product, (after all, all decisions have hitherto be made with customer experience in mind) and now it wants to make some proper money.

Here's the FT on the financial benefits of the move:

A similar technology launched by Facebook in 2010 helped that social network reach more than $3bn in revenues the following year, with analysts estimating the system currently generates roughly 60 per cent of the company’s revenues.

eMarketer estimates that with the new venture Twitter's revenue will grow 90 per cent this year to $545m, and that  it will earn over than $800m next year in global ad revenue.

But what of the product itself? Twitter spokespeople insist the user experience will be uninterrupted "in the short term" - users may not see that many more ads - but that's not the whole point. The really damaging aspect of the new advertising development, I'd argue, is that it'll allow ad companies to "target" their marketing.

"Because we have a robust listening solution and engagement solution, we can listen to what people are saying [on Twitter about a brand] and engage with them and take any of their tweets and promote them," s Salesforce Marketing Cloud's  Michael Lazerow told ADweek.

But social media sites are a great deal about trust - you are downloading a large amount of subtle personal information (you can't help it, you're socialising) - and it's an uneasy feeling that cynical sharks are circling, trying to make money out of it.

You get too much of this on twitter anyway. Tabloid journalists haunt the edges, looking for someone famous to make a a false step which they can use out of context. Now imagine what would happen if everyone's witterings were that lucrative.

But we don't really have to imagine - we have Facebook. Since its 2010 marketing drive the site has been haemorraging users (it lost more than $50bn after last year's stockmarket crash), and those still on it squirrel away that valuable personal information, using it mostly to arrange social events via private messaging.

So what today's Twitter news really means is that another great social networking site has peaked and is on the way down. Plus ça change.

Looks so innocent. Photograph: Getty Images

Martha Gill writes the weekly Irrational Animals column. You can follow her on Twitter here: @Martha_Gill.

Photo: Getty
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The age of China's female self-made billionaires – and why it could soon be over

Rags to riches stories like Zhou Qunfei's are becoming less common.

Elizabeth Holmes, 33, was the darling of Silicon Valley, and the world’s youngest self-made female billionaire. Then, after a series of lawsuits, the value of her healthcare firm plummeted.

Holmes might have abdicated the billionaire crown, but another tech queen was ready to take it. Only this time, the self-made female billionaire was not a blonde American, but Zhou Qunfei, a 47-year-old from China. She dropped out of high school and began working at a watch lens factory as a teenager. In 1993, when she was in her early twenties, she founded her own company. Her big break came ten years later, when Motorola asked her to develop a glass screen for smartphones. She said yes.

Zhou is in fact more typical of the SMFB set than Holmes. Of those listed by Forbes, 37.5 per cent come from China, compared to 30 per cent from the United States. Add in the five SMFB from Hong Kong, and the Middle Kingdom dominates the list. Nipping at Zhou’s heels for top spot are Chan Laiwa, a property developer who also curates a museum, and Wa Yajun, also a property developer. Alibaba founder Jack Ma declared his “secret sauce” was hiring as many women as possible.

So should the advice to young feminists be “Go East, young woman”? Not quite, according to the academic Séagh Kehoe, who runs the Twitter account Women in China and whose research areas include gender and identity in the country.

“I haven’t seen any of these self-made female billionaires talking about feminism,” says Kehoe. Instead, a popular narrative in China is “the idea of pulling yourself up by your boot straps”. So far as female entrepreneurs embrace feminism, it’s of the corporate variety – Sheryl Sandberg’s book Lean In has been translated into Mandarin.

In fact, Kehoe believes the rise of the self-made woman is down to three historic factors – the legacy of Maoist equality, and both the disruption and the opportunity associated with the post-Mao economic reforms.

Mao brought in the 1950 Marriage Law, a radical break with China’s patriarchal traditions, which banned marriage without a woman’s consent, and gave women the right to divorce for the first time.

In Communist China, women were also encouraged to work. “That is something that was actively promoted - that women should be an important part of the labour force,” says Kehoe. “At the same time, they also had the burden of cooking and cleaning. They had to shoulder this double burden.”

After Mao’s death, his successor Deng Xiaoping began dismantling the communist economy in favour of a more market-based system. This included reducing the number of workers at state-owned enterprises. “A lot of women lost their jobs,” says Kehoe. “They were often the first to be laid off.”

For some women – such as the SMFBs – this was counterbalanced by the huge opportunities the new, liberal economy presented. “All this came together to be a driving force for women to be independent,” Kehoe says.

The one child policy, although deeply troubling to feminists in terms of the power it dictates over women’s bodies, not to mention the tendency for mothers to abort female foetuses, may have also played a role. “There is an argument out there that, for all of the harm the one child policy has done, for daughters who were the only child in the family, resources were pushed towards that child,” says Kehoe. “That could be why female entrepreneurs in China have been successful.”

Indeed, for all the dominance of the Chinese SMFBs, it could be short-lived. Mao-era equality is already under threat. Women’s political participation peaked in the 1970s, and today’s leaders are preoccupied with the looming fact of an aging population.

“There has been quite a lot of pushback towards women returning to the home,” says Kehoe. Chinese state media increasingly stresses the role of “good mothers” and social stability. The one child policy has been replaced by a two child policy, but without a comparable strengthening of maternity workplace rights.

Meanwhile, as inequality widens, and a new set of economic elites entrench their positions, rags to riches stories like Zhou Qunfei's are becoming less common. So could the Chinese SMFBs be a unique phenomenon, a generation that rode the crest of a single wave?

“Maybe,” says Kehoe. “The 1980s was the time for self-made billionaires. The odds aren’t so good now.”

Julia Rampen is the digital news editor of the New Statesman (previously editor of The Staggers, The New Statesman's online rolling politics blog). She has also been deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines.