As more companies across multiple industries rely on this data to understand their particular market and customers, the more power Twitter and other data-rich social networks will have to increase their licensing fees.
Twitter's IPO offering on its first day opened at $26 a share and after a trading frenzy closed at $44.90 a share - 73 percent above the IPO price for an initial valuation of $31.7 billion. The stock closed at $41.65 - down about 5%.
With a rising stock price the IPO appears to be a success, but that's nothing compared to what's coming from the social media giant. In many respects, Twitter is already the king of the social media world. Soon, that will be undisputed.
There's a dark secret amongst social media pros, and you're not going to like this. The purchase and use of fake followers by small to mid-sized social media agencies is rising as a "black hat" tactic on Twitter.
Self-imposed discipline with a bent towards results rather than "creative" and sustainability spending is unfortunately not the norm in the marketing industry. But it is increasingly the practice of these tech companies.
I think my history with the platform follows the path of many others through the stages of: "I'm on so now what?" to "Hey, look at me I'm tweeting... but nobody seems to pay attention" to "I think I finally get it" to "I'm spending way too much on Twitter."