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What are the weaknesses of Twitter?

Twitter's Weaknesses Algorithm. Twitter has been struggling to fine-tune its algorithm to satisfy its users. ... Over-reliance on US Market. Even though Twitter engages globally, it relies heavily on the US market. ... Over-dependence on Ads. ... Lack of Diversification. ... Burdening Operational Costs. ... Fake accounts. ... Data Safety Concerns.

bstrategyhub.com - Twitter SWOT Analysis (2023) - Business Strategy Hub

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Last updated: November 07, 2021

Founders: Jack Dorsey | Evan Williams | Biz Stone | Noah Glass

Year founded: 2006

CEO: Jack Dorsey

Headquarters: San Francisco, California, United States

Employees (Dec 2019): 4,900

Ticker Symbol: TWTR

Type: Public

Annual Revenue (Dec 2019): US$3.46 Billion

Profit | Net income (Dec 2019): US$1.47 Billion

Fun Fact: 44% of the total, 1.3 billion, Twitter accounts created since the company was founded were open and remained dormant until they were closed without sending a single tweet. Twitter is a social media and micro-blogging platform that enables online interaction through tweets. From zero users to over 330 million users in less than 15 years, we can learn a lot from Twitter SWOT Analysis.

1. Highly Influential

Twitter’s hashtags are the most influential and impactful features offered by any social media platform. Hashtags can mobilize communities, overthrow governments, and address injustices.

2. Loyal Customer Base

With 166 million daily active users (DAU) (worldwide quarterly average) in quarter 1, 2020.

4. Popular for News and Marketing

Twitter has transformed into an official communication channel. Information is conveyed quickly and easily as a simple tweet. From communications by governments like the White House to famous personalities and businesses. According to Statista, 67% of businesses rely on twitter for business-to-business marketing (worldwide).

5. Stable Financial Position

In the fiscal year 2019, Twitter hit $3.46 billion in annual revenue for the first time.

6. Broad Product Portfolio

Twitter has made several strategic acquisitions. These companies have enhanced twitter capabilities to serve its customer base.

Some of its biggest acquisitions are as follows:

7. Innovative and fun features

These features not only convey the latest information but also allow users to respond and convey their thoughts.

8. Brand and Name Recognition

Twitter has a perfect name; it is memorable and conveys perfectly what the company does. Just from the name Twitter, consumers know what it is and what it does.

1. Algorithm

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2. Over-reliance on US Market

USA: $1.9 billion (56%)

Japan: $537 million (15%)

Rest of World: $978 million (29%)

Total: $3.45 billion (100%)

For example, in fiscal year 2019, 86.5% of its annual revenue comes from advertising services, and rest 13.5 % comes from data licensing services.

4. Lack of Diversification

Twitter has put all its resources, aspiration, and future in social media networking. Twitter solely relies on its social media platform and doesn’t diversify. If a new technology emerges and replaces social media platforms, the company will fade into oblivion within a short period.

5. Burdening Operational Costs

To fend off competitors, Twitter spends more. To satisfy the growing number of users, Twitter invests more in the expansion of data centers. All these spending and investments lead to an increase in operational costs, which threatens profitability in the long run.

6. Fake accounts

Twitter reports that about 5% of its daily active users (DAU) are fake or spam accounts. If these spam/ malicious accounts continue to grow, Twitter’s reputation can be hugely impacted.

7. Data Safety Concerns

Also, the company inadvertently hands over users’ information to advertisers and later addressed the problem in September of 2019. “We recently discovered that when you provided an email address or phone number for safety or security purposes (for example, two-factor authentication), this data may have inadvertently been used for advertising purposes.” “When an advertiser uploaded their marketing list, we may have matched people on Twitter to their list based on the email or phone number the Twitter account holder provided for safety and security purposes. This was an error, and we apologize.”

1. Online Store

Businesses are already marketing their products on twitter. It would be a great value add to offer virtual stores or marketplace to sell directly to users like Instagram.

2. Feature Enhancement

For instance, providing features and tools such as TikTok to entice Gen-Z.

3. Offer Remote Working Solutions

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These uncertain times have prompted companies to adopt remote working solutions like Zoom and Microsoft Teams.

4. Enter into Music or Video Streaming Services

For one, music and video streaming businesses can offer opportunities to grow.

5. Increase User Satisfaction

Reduce abuse/ harassment

Combat fake news/misinformation

Protect the integrity of election-related conversations

1. Stiff Competition

This a serious threat since the increase in the number of users in the next five years is projected to be very slim.

2. Suppression of Freedom of Speech

Democracies can also restrict Twitter to curb freedom of speech. For example, Twitter is officially blocked in China, and the New York Times reports that Chinese police officials are questioning and detaining twitter users.

3. Investors’ Pressure

Friction and conflict between investors and management are always bad for business.

4. Unequal Power to Influence

According to Pewresearch, the top 10% of users are responsible for 80% of the total tweets. Twitter is designed to offer influence based on the number of followers. For example, Kylie Jenner (with 34 million followers) and Cristiano Ronaldo (with 84 million followers) send out multiple tweets daily, influencing hundreds of millions of people. This has led to the unequal distribution of power to influence.

5. Influencer Quitting the Platform

6. New Digital Taxes

The EU is targeting the top tech firms with a new digital tax. If Twitter is included in the list, a portion of its revenue will be directed to taxes.

7. Regulatory Laws

Regulatory bodies can enact stricter rules and regulations to improve data safety, protect intellectual property rights, and eradicate fake news, insensitive content, and misinformation.

References

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bstrategyhub.com - Twitter SWOT Analysis (2023) - Business Strategy Hub

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