Twitter looks to get value from drive-bys

There’s a confusing mismatch between headline and content on this story. But if I’m reading it right, Twitter is looking to figure out how to get value from the legions of people who see Twitter without logging in.

“[E]ven if a person is not a regular user of Twitter, they likely have seen a tweet scroll on a news channel or embedded in an online story.

It’s this type of reach that makes Twitter so appealing, though its prospects for advertising are tougher to crack.

Second Life tried to offer a similar value proposition. “In-world” concerts could only be seen by a couple of dozen people, but then the musician could post the concert video to YouTube for a wide audience. Obviously, this value didn’t drive Second Life into meteoric growth but (1) That doesn’t mean it’s a bad strategy and (2) Second Life is still standing — rumors of its failure have been greatly exaggerated.

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