In an interview conducted by Abby Klassen, Editor at Advertising Age , Twitters COO D ick Costolo took the audience through the companys strategy for monetization. Costolo said they were not in it to compete with Facebook, but rather to pull money away from traditional advertising. He talked about the user behavior on Twitter being one of the reasons he did not feel it was a competition; with Twitter, people are following vs. friending. In recent tests,