The constant love/hate relationship between publishers and platforms can, at times, feel nauseating. In one breath, we’re in love with a new feature the platforms are introducing. In the next, we’re vehemently against everything they stand for.
Unlike the larger players—Facebook and Google specifically, but also Apple—Twitter has gone unnoticed in these debates. By and large, it has continued to exist as a small contributor to publishers’ traffic and we sort of accept it for what it is. Neither enemy nor friend. Switzerland, you could say.