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Product cover image for Marketing Twitter: Competing as a Social Media Platform

Marketing Twitter: Competing as a Social Media Platform

June Cotte; Ken Mark

Product #:9B17A005_P
Supplier:Ivey
Discipline:Communications, Marketing
Setting:United States, 2016
Details:Case (PDF) • 13 pages • 2017-01-27

Subjects:

Social mediaWeb-based technologiesOrganizational cultureSales and marketingOrganizational behaviorMarketing

Industries:

Information technology and telecom sector

Geography:

United StatesNorth America
Your Price:$10.54

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Twitter Inc. (Twitter), based in California, was a social media platform whose growth had stalled over the past few years. Once a promising tool for individuals looking to broadcast short messages to a network, Twitter had been eclipsed by other platforms such as Facebook, Snapchat, and LinkedIn. Unlike other social media platforms, Twitter limited its users’ messages to 140 characters. This format served Twitter well in its early days, but users had turned to other more flexible platforms. In October 2016, Twitter’s chief marketing officer faced two main challenges: how to advertise an already popular social media platform to non-users and how to encourage current users to stay with the platform.

Learning Objectives

This case is designed for use at both the undergraduate and graduate levels and can be used in marketing, social media, and entrepreneurship courses. It can be used to address social media platforms, digital advertising, the growing importance of platforms to advertisers, and the keys to success for platforms. The case looks at social media platforms in general and provides data with which to analyze their business models. After discussing the case, students will be able to
  • assess the potential of an emerging sector using case concepts;
  • understand the revenue model of digital advertising and social media;
  • identify the difficulties inherent in creating new business models; and
  • discuss the balance between growth and innovation.
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    Case Study: Marketing Twitter: Competing as a Social Media Platform | Ivey Publishing