Twitter is one of the first examples of a website shifting to a web service, said Adam Broitman, chief creative strategist at Something Massive. "There are and were other web services, but what Twitter basically did is they created a service without any real precedent for monetization," he said. "Yes, it sucks for everyone who built a business on top of another business," Broitman added. "If you're going to build a business on top of someone else's business, do so with caution." Indeed, that also goes for any brand that is building its entire presence on Facebook or Twitter, for example. Brands should tread lightly and play the field to diversify when and where they engage with consumers, Broitman advices.