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1 Twitter Case Study Lindsey Gaston Liberty University BUSI 690
2 Introduction Companies are going concerns desiring to make profits into the foreseeable future. To achieve profit maximization, leaders have developed effective yet efficient systems of operations. Aspects such as globalization, technology, and sound systems of governance have enabled companies to exploit their full potentials in the 21 st century. Globalization and technology have been crucial tools for companies wishing to pursue exponential growth in the modern-day (Bryson, Hamilton & Van Slyke, 2017). The technology services sector is amassing international dominance, presenting multiple opportunities for the growth of companies. The aspect of globalization and technology presents the sector with an endless array of opportunities to exploit. Progressively, competitors have begun flocking into the industries reducing the market shares of dominant companies. The unique selling proposition of companies has been imperative in defining their end survival. In essence, creating seamless systems of operations that minimize costs while improving profits is imperative to the long term survival of companies. In addition, the adoption of a sound strategic management framework enables companies to examine their competitive advantages and readjust accordingly. Strategic management is critical for companies to craft and execute multiple strategies. The Twitter company was founded in 2006, wishing to be the leading source of information for the world (Black, 2010). Boasting about 330 million active users, Twitter is among the lead social media companies. To continuously maximize its user base, Twitter seeks to rely on a continuous improvement scheme. Relying on a steady strategic management system, Twitter aims to minimize its costs while maximizing its profits base. The company has centered its strategies on constant improvement in promoting freedom, hope, and limitless possibility (Gupta, 2015). From a business perspective, Twitter is keen to give businesses international
3 exposure with their advertising forums. Twitter is the pioneer of the use of hashtags in social media. Despite the huge milestones apparent in the company’s history, financial struggles have been imminent. Many of its profitability avenues are a mere representation of a dire cost-cutting process. The company is evolving from a simple text message-based application to an integral part of wider communications. Twitter is a crucial player in modern-day information sharing and real-time interactions. In recent research, 51% of journalists claimed their Twitter preferability over other social media platforms (Balasubramanian, Fang & Yang, 2020). Drastic changes are imperative for the company to harness its full capabilities and leverage the opportunities presented in their environment.

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