Tag Archive for 'twitter'

Twitter turns to Scala

You may have read articles explaining Ruby on Rails was the system behind Twitter and how there were numerous issues, for such a demanding and successful service as Twitter. In an article from Technology Review, Alex Payne from Twitter explains how they hope to replace a lot of the back-end systems in Ruby on Rails by Scala based services by the end of the year. Extract to understand what Scala is :

So the Twitter team turned to Scala, a programming language with its origins in work by Martin Odersky, professor at EPFL in Lausanne, Switzerland, around 2003. During his presentation, Payne, who’s also writing a book on the language, explained that Scala has many of the benefits of other languages but without the drawbacks. Some of the characteristics that make Scala so appealing to Twitter is that it’s able to efficiently handle concurrent processing–that is, separate instructions that need to use the system’s resources at the same time. This is useful when messages from millions of people need to be sent out instantly to different devices all over the world.

Although Scala has, like any language, it’s weak points, it seems that the language has great advantages for a company like Twitter. It is a leap of faith though for the company, since there are few, to no examples out there comparable to Twitter.

Mad Men lessons in Twitter

For those of you who follow the series ‘Mad Men’, you may have heard about the twitter story around it where characters from the series appeared on Twitter. After having been closed down by the company AMC behind the series as they were not endorsed, they were then reinstated after the following outcry from fans.
The fans behind the twittering ‘Mad Men’ discuss in an article on CNet their experience and the lessons that can be learnt from it. Two interesting quotes from the article:

First, she [Carri Bugbee] said, producers should strive to reserve the Twitter accounts for all the characters in whatever show or film they’re making. “I can’t believe that any of us would have to say that,” Bugbee said, adding that for fans, “if you have a favorite TV show, you could probably go reserve (any character’s) name on Twitter” even now.

“Ross said there are further lessons producers and marketers need to draw from the “Mad Men” Twitter experience. Perhaps most important, she suggested, advertisers need to “stop siloing.” In other words, they need to understand that to get their message out, it is necessary to spread it across a wide variety of platforms”

Update: take a look at an interview of Carri Bugbee’s interview on Ad Age