[By Taylor Kolar]
It has been 10 years since Twitter was introduced to its users. Now, the social media site struggles with its identity and its future. While Twitter is a platform where users can participate in real-time discussions, most users feel as though they are speaking to themselves and that Twitter does not facilitate two-way conversation. Coupled with a lack of steady growth and expansion, Twitter has found itself in trouble.
“The big elephant in the room is that Twitter itself doesn’t really understand its business yet. Investors have, in a way, punished Twitter for its lack of corporate identity.” – Markus Giesler, associate professor of Marketing at Toronto’s Schulich School of Business
Certainly, in comparison to other social media sites such as Instagram and Snapchat, Twitter has fallen behind in growth and popularity, stagnating at 313 million active monthly users. This raises the question for many: where does Twitter’s future lie? Many analysts predict the company’s failure is due to limited interest in purchasing Twitter and reworking the site. Twitter needs to revamp its platform in order to stay relevant. The company should build on immediacy, as this is a well-liked component of Twitter that users can appreciate.
With Twitter on the decline, many question if the platform will still be useful to its users. As a public relations professional, I question if this platform will remain relevant, especially when other sites such as Instagram and Snapchat, which also function in real time, are continually innovating and are significantly outpacing Twitter.
(Photo by Taylor Kolar)