Challenges and Opportunities for Twitter.edited
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Challenges and opportunities for Twitter
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Challenges facing Twitter
Stagnating user Growth:
One of the foremost challenges Twitter faces is the stagnation of its
user growth. As the platform matures, attracting and retaining new users becomes increasingly
tricky (Raman et al., 2019). Existing users may become less active, causing stagnation or even a
decline in the user base. To understand this issue, interviews with social media analysts and user
experience experts would be beneficial.
Monetization Difficulties:
Twitter has struggled with monetization compared to competitors
like Facebook or Google. The platform must explore new revenue streams while ensuring a
positive user experience (Ahmad et al., 2020). Interviews with advertising executives, finance
professionals, and digital marketing experts could provide valuable insights.
Combating Misinformation and Toxicity:
Misinformation and toxic content have plagued
Twitter, threatening its reputation and user engagement. The platform must find effective
strategies to address this issue without infringing on free speech. Interviews with content
moderation specialists, social scientists, and ethicists are essential to tackle this problem.
Regulatory challenges:
Governments worldwide are scrutinizing social media platforms and
considering regulations to protect user data and curb harmful practices. To navigate this evolving
landscape, Twitter should engage with legal experts, policymakers, and government affairs
professionals.
Diverse and Inclusive Base:
Twitter has faced criticism for not doing enough to create a diverse
and inclusive user base. The platform must address issues related to harassment, discrimination,
and unequal representation (Jimenez-Satomayor et al., 2020). Interviews with diversity and
inclusion officers, activists, and sociologists are crucial to tackling this problem.
Evolving User Preferences:
User preferences for social media platforms change over time, and
Twitter must adapt to remain appealing. Understanding these preferences is crucial. Interviews
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with social media influencers, trend analysts, and branding specialists could help Twitter stay in
tune with user trends.
Impacts on Stakeholders
Digital Marketing Agencies:
Twitter's transformation provides digital marketing agencies a
promising avenue to enhance their services. The platform's improved monetization and user
engagement strategies enable these agencies to offer more effective advertising campaigns, social
media management, and analytics services to their clients (Okazaki et al., 2021). Digital
marketing companies can take advantage of Twitter's growing and more active user base to
increase brand awareness and improve client outcomes.
Social Media Influencers:
The development of Twitter presents a chance for social media
influencers to increase their visibility and impact. Influencers may cooperate with more
companies, reach a wider audience, and increase engagement rates with a growing and active
user base (Grover et al., 2020). Influencers can position themselves as thought leaders and
content producers thanks to the platform's evolution, ultimately increasing their visibility in the
crowded social media market.
Small Businesses:
Small businesses may benefit from Twitter's recent adjustments. The platform
is a valuable tool for marketing, brand exposure, and customer connection because of its
affordable advertising alternatives, enhanced user engagement, and growing user base. By taking
advantage of Twitter's metamorphosis, small businesses may level the playing field with their
larger competitors in the digital marketplace by connecting with new customers, expanding their
brand, and building their audience.
References
Raman, A., Joglekar, S., Cristofaro, E. D., Sastry, N., & Tyson, G. (2019, October). Challenges in
the decentralized web: The mastodon case. In Proceedings of the Internet measurement
conference (pp. 217–229).
https://doi.org/10.1145/3355369.3355572
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Ahmad, I. S., Bakar, A. A., & Yaakub, M. R. (2020). Movie revenue prediction based on
purchase intention mining using YouTube trailer reviews. Information Processing &
Management, 57(5), 102278.
https://doi.org/10.1016/j.ipm.2020.102278
Jimenez‐Sotomayor, M. R., Gomez‐Moreno, C., & Soto‐Perez‐de‐Celis, E. (2020). Coronavirus,
ageism, and Twitter: An evaluation of tweets about older adults and COVID‐19. Journal
of the American Geriatrics Society, 68(8), 1661-1665.
https://doi.org/10.1111/jgs.16508
Okazaki, S., Plangger, K., West, D., & Menéndez, H. D. (2020). Exploring digital corporate
social responsibility communications on Twitter. Journal of Business Research, 117,
675-682.
https://doi.org/10.1016/j.jbusres.2019.09.006
Grover, P., Kar, A. K., & Ilavarasan, P. V. (2019). Impact of corporate social responsibility on
reputation—Insights from tweets on sustainable development goals by CEOs.
International journal of information management, 48, 39-52.
https://doi.org/10.1016/j.ijinfomgt.2019.01.009