Twitter can benefit from free internet to penetrate to those customer base. Improved internetlaws will help the company to handle the issues better. Scrapping of the recent privacy law inthe US may create a negative impact on social media users.Overall, the PESTEL analysis clearly demonstrates that Twitter has a conducive environment toreinforce its strategy in the USA.SWOT ANALYSIS FOR TWITTERSWOT stands for strengths, weaknesses, opportunities and threats. The first two are internal to anorganization whereas the last two are external. SWOT analysis is a significant yardstick to take strategicdecisions for the future course of action. Twitter – Group Report7
SPJ Global Immersion ProjectFig 2: Significance of SWOT Source: Ethos DebateIn 2006, Jack Dorsey sent the first Tweet on March 21. Seven years later, in 2013, Twitter was one ofthe ten most-visited websites and has been described as “the SMS of the Internet”9.And even though ten years later, Twitter now has more than 500 million users, of which more than 305million are active, dark clouds are gathering above the company.Twitter now faces a major user basegrowth problem which is getting worse. 1. Strengths:Fastest medium to disseminate news. Extremely viral and real time in nature Immediate and valuable feedback about the product, service & brandsTwitter helps as reputation management toolMost of the celebrities are handling their twitter account on their own which attracts peopleHighly preferred by organizations or celebrities for business or publicity purposeThe best way to connect with thousands of people with only one tweet2. Weakness: Unequal distribution of tweets. 90% of tweets are coming from the top 10% of the usersUser Interface and experienceWith the departure of four senior executives and the imminent appointment of two new board members, Twitter faces more speculation on its future.Negativity gets spread at a faster rate than positivity Still has the 140-character limit, thus, restriction in sending one’s messageOne mistake in a tweet and it becomes national topic of discussionUsers have the option to stop ads, this has a negative effect on advertisers3. OpportunitiesHelps in making content viralA product or service launch can be done successfullyBest way to target the actual client who are interested in your product or serviceCan create campaign to create awareness, to increase sales, to communicate and get connected with like-minded peopleTwitter – Group Report8
SPJ Global Immersion ProjectChoosing the right hashtag and campaign idea may get the visibility to brand in trends without paid promotion4. Threats:One negative tweet can create an issue on large scale & can spoil the whole imageThe ease of creating new accounts, in which users do not need to register their names has its side effectsFake celebrity accounts and paid influencers may hit brand image
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