Nope, it’s not Music Everywhere. If you want to listen to music on Spotify, you’ve still got to use Spotify’s software.
But if you do use Spotify, you’ll now have a lot of new bells and whistles to play with, courtesy of outside developers the music service has invited onto its platform, using a new Facebook-like strategy it unveiled this afternoon.
(Let’s get this out of the way: The WSJ’s Ethan Smith got this right last night. I got it wrong on Monday, when I predicted that the company would open its music to developers who wanted to play its songs on their own outside apps. I could note that I hedged my theory up the wazoo, or argue that I’m “directionally correct,” because Spotify seems to be headed that way eventually. But for now, those are just synonyms for “not right.” My apologies.)
This is a smart move by CEO Daniel Ek, for the same reason that most platforms are theoretically smart moves — it lets Spotify improve its product without having to do the work itself. Instead, outsiders add cool new features that keep current users happy. They may also generate a bit of extra revenue while they’re at it, and they’ll share some of that with Ek.
And Spotify can use the help, as Ek admitted onstage. For instance, while Spotify is a great place to find music you want, it’s not very good at all about helping you find music you didn’t know you want. So curation apps from the likes of CBS’s Last.fm and Rolling Stone magazine can help with that. (Meanwhile, we should note that neither Apple nor Amazon, the two biggest players in digital music, are good at this, either).
Ek, who shares backers and advisers with Facebook, wore a Zuckerbergian hoodie to unveil his “new direction” today. And a revamped version of his software now looks a bit more Facebookian, too, with an activity feed/ticker along the right side of the page.
And, like the Facebook platform, the Spotify plan may help keep users on the service that much longer — so they can see more ads, or eventually decide that they’d like to pay a monthly fee to not see ads, or to make the music portable.
But I don’t think the new features will bring Spotify any more users. One way to do that would be to let developers play Spotify’s tunes on their own apps — so that, say, someone who uses Soundtracking to tell friends about cool new music could let them hear an entire track, instead of a 30-second sample.
And developers I’ve talked to think Spotify is indeed going to try to pull that off. But that will likely take some more haggling with the music labels, among other sticky hurdles. So I wouldn’t expect it anytime soon.
For now, this is a good way to make a service that 10 million people seem to enjoy that much better.
Article source: http://allthingsd.com/20111130/spotify-tries-a-facebook-smart/
(CNN) — If Facebook and Wall Street become friends, will you like it?
For the past couple of years, the potential for Facebook to go public has been bandied about a lot in tech circles, with more and more of the digital tea leaves suggesting that the social-networking juggernaut will, in fact, one day become a publicly traded commodity.
The speculation has heated up again this week. And, amid all the chatter about financial disclosures and initial public offerings, another question has emerged: What would it mean for the average Facebook user?
The Wall Street Journal this week quoted unnamed sources who said Facebook is “inching closer” to a public offering, in spring or early summer, that would value the company at more than $100 billion.
According to the report, Facebook would look to raise a staggering $10 billion during its initial public offering. A $100 billion valuation would price the social-networking giant at more than twice the value of tech institutions such as Hewlett-Packard Co. and 3M Co., the Journal reported.
Facebook apps go beyond ‘like’ feature
A Facebook spokesman declined to comment for this article.
For folks who have followed Facebook’s now-iconic rise from dorm-room project to online hangout for more than 800 million users, the money talk may be all well and good. But some of them say they are concerned that, when the stock shares start hitting the market, the ingenuity that built Facebook could disappear.
TechCrunch writer Josh Constine wasn’t optimistic in a post bluntly titled “Why Greedy Stockholders and a $100 Billion IPO Could Hurt Facebook.”
Constine argues that if Facebook becomes beholden to stockholders, the site would be less free to innovate and would need to make profit a more important consideration than user experience. In other words, it could mean more ads popping up on users’ pages, for example.
“(O)utside stockholders could detract from Facebook’s vision and momentum,” he wrote. “They could push for faster returns, and pressure the company to display more ads, turn mobile into a direct revenue stream, and play it safe with product. This might produce short-term gains, but could hamper what CEO Mark Zuckerberg has built into a core communications utility for the world.”
Constine cited Facebook changes such as the News Feed. It’s hard to fathom now, but in 2006 when the site’s centerpiece feature rolled out, it was a radical departure. And people hated it.
If short-term stock price had been the site’s prime concern then, he says, Facebook may have hesitated to make such a change.
“Changes that disrupt user behavior and ask people to be more open might cause temporary stock price dips (stockholders) don’t want,” he wrote. “Instead, they could turn Facebook into Microsoft, slowing innovation and making it vulnerable to more agile competitors.”
At ReadWriteWeb, Marshall Kirkpatrick had a more upbeat take, writing that a Facebook flush with new cash could be good for innovation.
“Why? Because the Facebook IPO could mean more and bigger startup acquisitions, more support for more startups and an infusion of smart money and experience into radically new tech experiments.”
Kirkpatrick notes that Facebook’s IPO documents would detail how it plans to spend the money it raises. “If the company signals then that more and bigger acquisitions are an important part of its strategy, that alone will be good news for startups,” he wrote.
Sucharita Mulpuru, an analyst with Forrester Research who specializes in online commerce, has a take that jibes with some of both arguments.
“The biggest con of going public is quarterly investor scrutiny and the pressure that puts on short-term goals,” she told CNN. “The biggest pro is generally the liquidity it offers shareholders, including employees, but in Facebook’s case, that may not be such a big benefit as the shares are already being exchanged in the private market.”
In a financial landscape dominated by quarterly earnings reports, she said it wouldn’t be enough for Facebook to make money. To keep Wall Street happy, it would continually have to make more money than it did the quarter before.
“The impact on users is that Facebook will face significant pressure to grow quarter over quarter — that may degrade the user experience if the way to achieve that is to blast more useless ads to users,” she said. “The biggest challenge for Facebook over time will be to continue to engage users and not alienate them.”
And about that $100 billion price tag? She says it’s not out of the question.
“Even Groupon, which is horribly unprofitable and has a questionable business model, has a market cap now more than $10 billion,” she said. “Is Facebook worth 10 times that? Yes, because it makes much more money than Groupon, has far fewer employees, a stronger management team and a clear target market in display advertising.
“On the other hand, is Facebook worth more than Google, or a third of Apple? That remains to be seen. We’re not exactly in a rational market right now.”
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Article source: http://www.cnn.com/2011/11/30/tech/social-media/facebook-ipo-effect/index.html
“Companies must live up to their promises about privacy,” FTC Chairman Jon Leibowitz said on a conference call with reporters. The settlement “will protect consumer choices and ensure they have full and truthful information about their data.”
The settlement is part of an effort to resolve legal issues that could be a distraction as Facebook moves toward an initial public offering, said Francis Gaskins, president of Los Angeles- based IPODesktop.com, a Web site that tracks IPOs. Facebook is considering an IPO that would raise $10 billion and value the company at more than $100 billion, a person familiar with the matter said.
In a blog posting, Facebook Chief Executive Officer Mark Zuckerberg said the company should have been more vigilant in protecting users’ privacy.
“I’m the first to admit that we’ve made a bunch of mistakes,” he said.
The FTC is stepping up enforcement of privacy requirements at Internet companies and this year has settled complaints with Google Inc. and Twitter Inc.
Zuckerberg said the company already has addressed many of the FTC’s concerns. Yesterday he appointed Erin Egan, a former partner at Covington Burling who specialized in data security, as chief privacy officer, policy, and Michael Richter, the company’s head privacy counsel, as chief privacy officer, products, Zuckerberg said.
The settlement, which the FTC’s commissioners approved 4-0, requires Facebook to establish a “comprehensive privacy program” and block access to a user’s account within 30 days of it being deleted, according to the FTC’s statement. The company also is barred from making any deceptive claims about its privacy practices.
For more, click here.
Data-protection authorities in the European Union will be equipped with powers allowing them to levy similar administrative sanctions in their countries, the EU’s justice commissioner said.
In cases where privacy law “is seriously breached” some data protection authorities in the EU “are unable to do anything but address recommendations to the responsible data controller,” EU Justice Commissioner Viviane Reding said yesterday.
“I plan to strengthen the powers of data protection authorities so that they can all use administrative sanctions whenever there is a breach,” Reding said in prepared remarks of a speech in Paris. “As companies operate across borders in Europe, the data protection rules and their enforcement must be more consistent.”
Reding last year proposed an overhaul of the EU’s 16-year- old data-protection policies to address online advertising and social-networking sites. The law, which the European Commission intends to formally propose by February, may include stricter sanctions, such as criminal penalties, and the option for consumer groups to file lawsuits.
Article source: http://www.washingtonpost.com/business/facebook-eu-privacy-htc-zynga-intellectual-property/2011/11/30/gIQAqdO9CO_story.html
Image Credit: Tasos Katopodis/WireImage.com
Since yesterday’s outpouring of sadness at the unexpected passing of comedian Patrice O’Neal, the usually funny faces of Twitter have continued to maintain a serious tone. Most notably, Greg “Opie” Hughes — whose Tweet confirmed O’Neals death on the Twittersphere — posted, “Last thing I filmed w/ Patrice O’Neal was him singing w/ Warren Haynes. Strangely, he picked this song” and linked to a clip of O’Neal singing, “I have had my fun if I never get well no more/ Oh my health is fading/ Oh yeah, I’m going down slow.”
See what other celebs, including Ricky Gervais, Marlon Wayans, and Sarah Silverman, after the jump.
Ricky Gervais: “One of my favourite stand up comedians. So sad. RIP”
Mike Birbiglia: “Patrice O’Neal was one of the smartest and quickest comedians I’ve ever seen.”
Jeffrey Ross: “Make some room. Here comes our pal Patrice. http://moby.to/6a9u5p”
Marlon Wayans: “In honor of Patrice O’Neal i will not tweet for one hour. RIP Make God laugh Patrice”
Sherri Shepherd: “Trying 2 digest the fact that a wonderful comic Patrice O’Neal passed away
@41 from a stroke-complications of diabetes. Life’s 2 short #RIP”
Sarah Silverman: “RIP Patrice O’Neal. You made us laugh til we cried.”
Todd Barry: “Patrice O’Neal on Radiohead’s ‘Creep.’ One of the best comedians ever. I will miss him.”
Bob Saget: “Patrice O’Neal. So damn funny and so smart and such a giant heart.”
Kevin Smith: “I shared some air some air time with the man on OA he was always funny thoughtful. Patrice – He WILL be missed”
Andy Dick: “RIP PATRICE O’NEAL!!! You made me laugh REAL hard many times. Thank you for that!”
Lisa Lampanelli: “RIP, Patrice O’Neal. So glad we got to chat one last time a few years back. A true gentleman.”
Kevin Nealon: “Patrice O’Neal. Patrice O’Neal. Patrice O’Neal. Patrice O’Neal. Patrice O’Neal. Patrice O’Neal. Patrice O’Neal. Can’t say it enough. RIP”
Celebrities mourn Patrice O’Neal on Twitter
Charlie Sheen mourns Patrice O’Neal: ‘I will forever be inspired by his nobility, his grace and his epic talent’
Comedian Patrice O’Neal, 41, dies
Article source: http://popwatch.ew.com/2011/11/30/more-comedians-mourn-patrice-oneal-twitter/
For Twitter, the partnership with a local social network could point to a new strategy as the San Francisco-based microblogging service seeks to accelerate global growth. Japan is the company’s second-biggest market after the U.S. and has served as a key international testing ground of sorts.
Japanese was Twitter’s first foreign language platform, and it opened its first overseas office in Tokyo earlier this year. In April, the company hired James Kondo in Japan as its first international country manager.
Kondo said he didn’t know if Twitter would forge similar partnerships in other countries. But the company is keen to see what happens with the experiment, which launched with a limited Christmas-themed application, he said.
“This is going to be an interesting case,” he told The Associated Press. “We’re going to see what works and what doesn’t work, and we’re going to build on top of that as opposed to throwing out something that may not work.”
For mixi, the announcement couldn’t have come at a better time.
The seven-year-old Tokyo-based company had been the dominant social networking platform in Japan. Despite its massive popularity elsewhere in the world, Facebook failed to make much of an impact in the country. That is, until this year.
Data released this week from Nielsen NetRatings Japan showed that mixi stood in third place behind Twitter and Facebook in terms of unique visitors in October.
More than 14.5 million users visited Twitter, and 11.3 million went to Facebook, according to the Nielsen report. In contrast, about 8.4 million visited mixi. Google’s social networking service was a very distant fourth.
Facebook has surged over the last year in Japan, in part due to the popularity of the hit movie “The Social Network.” The Nielsen data indicates that it surpassed mixi midway through the year. Growing social gaming services GREE and DeNA also pose threats to mixi.
Twitter and mixi said they offer contrasting — and mutually beneficial — services. While Twitter is a public platform with real-time information, mixi is a closed network. Most users limit their networks to a small group of their closest friends.
Mixi hopes that by partnering with Twitter, it can better integrate public information and conversation into its tight-knit communities.
“Mixi rightly had a choice to do it themselves or partner with someone who’s good at this,” Kondo said. “And we’re glad that they thought that Twitter would be a good partner. I think we can provide value that’s distinctive.”
Kenji Kasahara, mixi’s founder and president, said that the two companies started talking after the March earthquake and tsunami. Both services were used extensively as critical information lifelines in the wake of the disaster.
Twitter in particular gained credibility in Japan after the earthquake. New users flocked to the site for real-time information about the nuclear crisis, electricity blackouts and aftershocks.
“Had our services been connected during the disaster, we would have been able to provide much better service for our users,” he said at a joint press conference at mixi headquarters.
But for starters, mixi has created a “mixi Xmas 2011″ page, through which its users can share holiday messages on both platforms and send “social gifts” to friends.
Other new joint products are also in the works. The companies said they hope to cooperate on emergency communications during disasters, location-based applications, advertising and business services.
Article source: http://www.usatoday.com/tech/news/story/2011-11-30/twitter-mixi-partnership/51499214/1
NEW YORK (CNNMoney) — Twitter’s chief revenue officer won’t reveal specific numbers around the company’s financials, but he says the company’s ad-fueled business model is succeeding.
Twitter now has 2,400 advertisers, up from 1,600 in the spring, CRO Adam Bain said Wednesday during a conference in New York City, hosted by Business Insider.
“The big question we thought we were going to face with advertisers was, ‘Why Twitter?’” Bain said. “But they already knew why Twitter. The question was more, how?”
Twitter offers three types of ads: promoted accounts, promoted trends and promoted tweets, which appear in users’ content streams. These types of ads draw “massive engagement,” Bain said, with a conversion rate of about 3% to 5%. The rate for traditional display ads is around 0.5%.
“The [return on investment] for marketers is insane,” Bain said, citing a handful of successful campaigns. Audi plugged a hashtag at the end of its Super Bowl ad on TV, and three months later, the tag was still popping up on Twitter.
Bain also talked at length about a deal with Paramount earlier this year, in which Twitter promoted the movie “Super 8.” More than 1.5 million tickets were sold that way, Bain said.
“So what did Twitter get for that? Six figures?” asked Henry Blodget, the editor-in-chief of Business Insider.
Bain wouldn’t say. He instead focused on how Twitter offers more user engagement than traditional display ads.
Blodget used that as a segue into a question about one of the tech world’s famously troubled giants — one that relies heavily on display advertising sales.
“So, Yahoo (YHOO, Fortune 500): screwed?” Blodget asked.
“Uh, well, I think the portals are in a difficult place for proving their value to marketers,” Bain replied.
“Very diplomatic,” Blodget said with a laugh.
Twitter’s focus for this year and next year is to continue scaling the business, Bain said.
“There are 7 billion people in the world. Maybe 6 billion with a phone connection. We’re not going to stop until we touch every single one of them,” Bain said. “This is going to be a massive business. It already is.”
Bain ducked a question about some of the business’s pain points. Blodget asked about the exodus of some top Twitter talent this year, and whether there’s “a turnover problem at Twitter.”
“You know, it’s very easy to focus on the small things,” Bain said. “But what gets ignored is that we’ve hired tons of people in the past year.”
Bain also skirted a pointed query about Twitter’s management and the dynamic between CEO Dick Costolo and co-founder Jack Dorsey, who was once exiled from the company but returned earlier this year to run product development.
“Who actually is the boss at Twitter?” Blodget asked.
“It’s easy fall into the trap that one is a product guy and another is an operations guy. But they flex both muscles,” Bain replied.
Blodget expressed skepticism about how well Dorsey can balance his Twitter duties with running his own venture, Square, a mobile payments platform. But Bain was quick to defend him.
“Even when Jack wasn’t at Twitter anymore, he never stopped thinking about the product,” Bain said. “He has a crystal clear vision for the product. And that’s what you need.”
Article source: http://money.cnn.com/2011/11/30/technology/twitter_revenue/
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Article source: http://www.washingtonpost.com/business/pishevar-says-facebook-is-more-relevant-than-google/2011/11/30/gIQALHkhBO_video.html
As bankers salivate over the long-awaited initial public offering of Facebook, I wondered: How much did my hard work go toward filling Facebook’s coffers? It’s a social media conundrum: The users create all the content that fills social media sites, but it’s a trade we make for the use of that service.
While the Wall Street Journal reports Mark Zuckerberg and crew could see an IPO valued at around $100 billion, I wanted to see just how much of that $100 billion is thanks to my sweat-stained status updates (Yes, sweat-stained! I ponder for at least several minutes over getting the just the right phrasing to let my family and friends know about my latest haircut!).
Figuring out your Facebook worth is not as easy as creating a hypothetical price per tweet, though I am going to borrow liberally from Esquire’s price-per-tweet equation. Compared with Twitter and it’s one platform offering, Facebook users compete with 900 million apps, games and business pages.
Since there are 800 million Facebook users, adding that to the 900 million other entities, and dividing it by the valuation, we can estimate the value of each page is on average: $58.82.
Of course, the valuation is what Facebook expects to earn in the future from advertising dollars, but one can argue that the valuation wouldn’t exist if not for all the status updates, photos and links we’ve shared. Sp. I’m going back to see how much cash Facebook has made off of me over time. Here’s what I did to get my rough guesstimate:
1. Check my profile page and eyeball how many status updates, photos and comments I’ve made on the site this past week and multiple that by 4 (to find out how many updates per month). (For me, I’ve updated or commented 6 times this week. Most about my hair. So I’ll guess an average of 24 times this month.)
2. Multiply that by the number of months I’ve been a member on the site. (To find out how long you’ve been a member, find your first profile picture and use the upload date as a gauge. I joined in March 2008, so 45 months x 24 updates = 1,080 Updates Over Time (UOT).)
3. Divide that by the value of each page. ($58.82)
Granted, it’s a horribly imprecise equation, but it does give me a rough estimate of what my input has added to Facebook’s estimated valuation. Every time I liked a friend’s status, I added approximately 5 cents to the Facebook pool. What does Facebook make off of you?
Article source: http://www.washingtonpost.com/blogs/blogpost/post/facebook-ipo-how-much-is-your-facebook-page-worth/2011/11/29/gIQAdq9NCO_blog.html
Computerworld - After angering users with one privacy misstep after another, Facebook yesterday settled charges by the U.S. Federal Trade Commission (FTC) that it had deceived users and shared information it had told them would be private.
Now users and industry analysts are waiting to see if Facebook will correct its course on privacy matters or continue on with nothing more than a slight mark from its slap on the wrist.
“At Facebook, it appears that the culture there is privacy and consumer protection last. Instead it should be among the top priorities,” said Zeus Kerravala, principal analyst with ZK Research. “Facebook would do themselves a favor by nipping this now. I hope they actually take security seriously now, but only time will tell.
“History would indicate not,” he said.
Noting that he thinks the agency was too easy on Facebook, the world’s largest social network, Kerravala, added, “There’s no guarantee that this will change things. I thought [the FTC] should have hit them with more.”
On Tuesday, the FTC unveiled an eight-count complaint against Facebook, charging the social network with not keeping its promises to users and deceiving them “on numerous occasions” by sharing information that people thought was being protected. Facebook has agreed to a proposed settlement.
As part of the proposed settlement, which is open to a public comment period, Facebook is not allowed to continue making deceptive claims about its privacy and must get users’ approval before making any changes to the way it shares their information. The FTC also mandates that Facebook consent to periodic privacy audits for the next 20 years.
“I think this may help Facebook in the medium- and long-term,” said Dan Olds, an analyst with The Gabriel Consulting Group. “It gives them a specific set of mandated privacy policies they have to adhere to, and that will cost them some time and money and maybe even limit their ability to make money on user data, sure.
“But — and this is a big but — as long as they adhere to these policies, they can now duck any outside criticism about their privacy policies by pointing to the FTC and saying, ‘Hey, we’re doing everything they’ve told us to do,’” Olds said.
However, in the short term, the settlement means that yet another spotlight is shining on the social network’s privacy failings. That focus comes just as word spread that Facebook may only be months away from launching its initial public offering.
“In the short run, we might see Facebook’s previous privacy problems discussed again, which isn’t great publicity,” Olds said. “But it will all be in the context of Facebook agreeing to the new FTC regulations, which puts a good face on it…. I don’t think this will have a negative impact on Facebook’s IPO.”
He added that since the FTC rules basically don’t change Facebook’s business model, the federal regulations actually could make potential investors feel better about the company’s sometimes cloud privacy stance.
“For some, this might help clear up doubts about the value of Facebook as many have been wondering if potential government action might put a big dent in their business,” said Olds. “So with Facebook and the FTC agreeing to terms, that uncertainty has been resolved.”
And Rob Enderle, an analyst with the Enderle Group, noted that if the FTC’s actions result in Facebook learning a lesson about better protecting users’ data, it could give the company a strong footing for moving forward and bringing in even more users.
“If they take this as the warning it should be…, they might actually turn this into a competitive advantage, given privacy concerns,” he said. “It could actually help [Facebook] over time, if it results in either better behavior or the perception of more security with regard to personal information.”
Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at @sgaudin, on Google+ or subscribe to Sharon’s RSS feed . Her e-mail address is firstname.lastname@example.org.
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Read more about Privacy in Computerworld’s Privacy Topic Center.
Article source: http://www.computerworld.com/s/article/9222255/Will_FTC_force_Facebook_onto_privacy_straight_and_narrow_?taxonomyId=70
Within days of being elected, New Zealand First MP Andrew Williams is a cause for controversy on Twitter.
However, the former North Shore mayor can hardly be blamed for the less than politically correct comments being posted on the social networking site under his name – he is a victim of a Twitter political parody.
A Twitter account with an @andrewilliamsMP tag launched on Sunday – one of the first tweets proclaiming “Watch out Wellington bars and nightclubs here I come! Winston’s Batman has got a new Robin in me. #winstonswingman”.
Mr Williams is no stranger to controversy, having been the subject of a number of adverse reports in his time as mayor. In addition to being accused of sending aggressive late-night texts to politicians, Mr Williams was reportedly photographed urinating outside his council buildings then driving home after spending an evening at a nearby bar.
A tweet today referring to deaf Green Party candidate Mojo Mathers today was a cause for more offence.
“Met new Green MP Mojo at the induction thingy. Cracked a few jokes and sage comments, but nothing! Is she deaf or something? Rude b***h.”
Mr Williams is far from the first MP to fall victim to Twitter parody.
John Key leads the pack, with at least five others using his name and image to tweet. Along with the Prime Minister’s official account, Twitter hosts @JohnKeyPM, @PMJohnKey, @Not-JohnKey, @John-Keys-ID, and @RealJohnKey.
@RealJohnKey describes himself as “From Christchurch state house to King of the World. Now Prime Minister of Nu Zilland”.
On Sunday, following National’s election win, JohnKey-PM tweeted “Guess who’s back with a brand new wrap?”.
Mana Leader Hone Harawira also has a number of impostors, as does outgoing Labour leader Phil Goff.
The day after Mr Harawira’s election win in Te Tai Tokerau, @Hone-MP tweeted “Didn’t anybody notice I had my fingers crossed? #ElectionPromises”, followed up by “There’s nothing to do for the next three years. #BiElection Anyone” on Monday.
Green Party members Metiria Turei, Catherine Delahunty and Kevin Hague, National’s Nick Smith and Aaron Gilmore, and Labour’s Clare Curran are among the other MPs who are victims of mock accounts.
Political parody tweets
“So far my cup of tea with Colin Craig remains a secret. Oh oops, must stop tweeting aloud.” @PMJohnKey, November 23.
“There is a distinct shortage of MPs supporting #Movember. A big ‘ol stache can surely only improve my campaigning, no?”@goffsConscience, November 18.
“I’m looking forward to @Not-JohnKeyPM ringing me tomorrow night inviting me into cabinet. #BalanceOfPower.” Hone-MP, November 25
By Amelia Romanos | Email Amelia
Article source: http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10769982
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