When asked where my clients put their social advertising dollars to drive real ROI, I frequently find myself saying, Facebook is like the Google of social, and Twitter is like Bing.

I hate saying it, but it s the reality.

Facebook dominates in terms of ad dollars and performance and has the user base and engagement to back up growth that doesn t seem to be slowing down any time soon.

In this article, I m going to outline four things I think Twitter needs to do not just to survive, but to thrive.

Be laser-focused on driving advertising revenue

In the second quarter of 2016, Facebook drove a whopping $6.24 billion in advertising revenue up 63 percent year over year .

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