TWTR is experiencing a rough patch now with their stock
price increasing but their active daily users declining at a fast pace. The
company again announced recently that their hard work of attracting new active
users in the previous quarters did not compound really useful results.
Previously the company was doing quite well in terms of
revenues as well as active users but since the time the company has started to
focus on competing with the social media giants, the problems have initiated
slacking their growth. In terms of advertisements Twitter is not even doing well
there. Since it follows a set limitation for the characters used, and hardly a
few times pictures are used to support those characters then who would want to
invest in such a forum? Moreover, advertisers also choose those platforms that have
a broader reach. They just don’t opt for slacking forums.
The strategy used by TWTR is effective for the time being
but in the long run this strategy will only result in a decline in their
process. Moreover TWTR also made some major marketing blunders that resulted in
great misery for them such as their McDonald campaign going wrong. They
introduced hash tag for McDonalds where people could talk about their memories
but soon the forum started to be used by people for barging their frustration
resulting in losing potential clients.
You can’t really make such blunders when you are facing a
harsh patch because a slight mistake can drive the ball out of your court. This
is just one potential blunder that TWTR made, there are many that resulted in
utter chaos.
The problem that surrounds TWTR is that they are aiming
quite high. They don’t really want to grasp the fact that they are not
competition to Facebook. The niche market of Facebook is fairly high and in
order to reach that TWTR needs at least five to six years. It is not possible
in a quarter to come on par with the industry giants. Plus TWTR is quite
different in mechanism and most people really can’t comprehend to the way it
functions. Hence TWTR now needs to focus before it starts losing grip on those
users who love TWTR anyhow. In quest of finding more active users, you might
just stumble with the old ones.
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