Twitter Case Study Essay

Submitted By bdejesus
Words: 2184
Pages: 9
Open Document
Jack Dorsey, Evan Williams and Biz Stone were looking at the explosion of the Internet, wondering what their next big tech start up idea would be. After creating several other useful technologies, Williams came up with the idea of a service that allowed users carrying standard cell phones to update small groups of people on their current situation. They likely had no idea how popular it would eventually become.
Originally dubbed twttr beta, Odeo, the company they were working for at the time, decided to invest a small of cash into it. Discouraged by the lack of commitment from Odeo, Williams, Dorsey and their team set up Obvious Corp in 2006 to acquire the project from Odeo. They rebranded the service and bought the domain name twitter.com. On March 21, 2006, Dorsey sent the first tweet: “just setting up my twttr” and it would be the beginning of a revolution.
Twitter is a micro blogging service that that allows users to send and read short messages, of 140 characters, that are called tweets. To be more specific Jack Dorsey sent the first Tweet on March 21. Twitter was incorporated on April 19, 2007 and currently has 3,600 employees in offices around the world.
The basic function of Twitter is to allow users to broadcast information they deem relevant to their “followers” in real-time. Twitter is built on a web interface created using an open source web application framework called Ruby on Rails. It is not a stand-alone technology. It offers the option of integrating other web applications or web services with Twitter via an Application Programing Interface (API).
The name “Twitter” was chosen during a brainstorming session about the product. Originally going to be called Twitch, the developers felt the name sent the wrong message along with bad imagery. They searched a thesaurus for words similar and found the word twitter. The definition was a short burst of inconsequential information‖ and the developers felt the definition fit their service perfectly. In April 2007, Twitter spun off of Obvious Corp to form its own company. The biggest break through for Twitter however came in March 2008 at the South by Southwest festival, as participants were able to see their tweets flash across television screens in real time. Tweets tripled to 60,000 per day until developers realized that they had a widely successful platform on their hands. The service continued to grow through word of mouth and largely through free media press. Over the next year or so Twitter began to gain recognition amongst the media and organizations began to see the potential of Twitter to the more tech savvy audience of the world. Twitter’s potential amongst corporations was also notable. Businesses could leverage Twitter as an effective listening and communication tool with their target audiences and within their own companies. They could also use Twitter for product feedback without having to spend money on conducting surveys. Other benefits of twitter include keeping your business relevant. Twitter allows a business to keep their brand relevant for people to engage with, for example reminding people of a new product launch. It also allows you to interact with prospective customers and your target audience. Twitter is a platform that facilitates open communication between consumers and businesses.
Businesses can also use Twitter as a crisis management tool. They can monitor what is being said about their brand in real-time and address concerns immediately. This leads into self-promotion. Twitter provides the opportunity to show all the positive things businesses are doing, i.e. charitable contributions, fund raising, etc. Twitter has countless uses for companies. Perhaps though the most notable usage of Twitter came during 2008, when it was noted as a key tool for disseminating information about the Presidential Campaign by Barrack Obama, as well as being a source of communication during the attacks on Mumbai and the protest in Iran. The most
Show More

Related Documents: Twitter Case Study Essay

Customer Loyalty Essay

social media networking industries, Twitter. Social media networking industry has become a phenomenon in today's competitive business market. Winning customer loyalty is very critical in business operation to generate profits. Twitter is a proven social media networking industry for customer loyalty. A recent study shows that companies that use Facebook and Twitter for their marketing advertising are more likely to improve their competitive advantage. In fact, Twitter and Facebook users are some of…

Words 670 - Pages 3

Business Strategy Case1 Essay

Lesson 1 Case Study Wesley Bryant Po BUS 590: Business Strategy Professor Ira Lovitch November 2, 2014 CASE 1: Facebook vs. Twitter: The Coming Facebook-Twitter Collision The rivalry of the top four social media sites has always been the discussion of most social media analyst. It always has been the thought that Twitter in the future will replace Facebook as the top social media sites. This case discusses the competitive advantages of Twitter over Facebook that makes it an eventual threat. This…

Words 906 - Pages 4

Essay about Weekly Case Note 5 Twitter

Weekly Case Note #5 - Twitter Twitter supplied an simple and effective service to users by providing an platform to share small messages globally. It is designed to accommodate social networking. Decisions to achieve a balance between revenue generating and privacy responsibilities of users. Twitter possesses a large database of information, including personal information, personal messages of users, and company information that can be traceable to users. The management is deciding whether to monetize…

Words 476 - Pages 2

Social Media Influence

university. Identify the ways in which social media usage influences the performance of organisations. Study social media in the West, and establish its effects on Western organisations. Undertake a case study on the effectiveness of a Western organisation. Study social media in KSA, and establish its influence on the effectiveness of organisations in KSA. Undertake a case study on the effectiveness of an organisation in KSA. Undertake…

Words 998 - Pages 4

Essay on Blue: Twitter and Social Media

obvious disadvantage of social media would be how fast it can spread false information. There have been many cases where false information is reported true by CNN or FOX such as when the Sandy Hook massacre happened a man was giving out false information of the Shooter Adam Lanza. He was arrested. Another case was Hurricane Sandy that hit newyork. A man that had over 6,000 followers on twitter reported that the mayor was trapped by a flood in shelter and also tweeted that they started shutting down…

Words 363 - Pages 2

Is Social Networking Good for Society? Essay

Is Social Networking Good for Society? With various ongoing debates about why social networking may be bad for society, I have found it to be a positive resource. Social networking comes in many forms. It comes in the form of facebook, twitter, and even professional forums such as Linkedin. In such a fast-paced world, I find social networking to be an invaluable way of sharing ideas and interests that allow me to remain engaged. Although some may debate that social networking takes away…

Words 2070 - Pages 9

The Effects Of Facebook

register prior using the site, then create a profile, add other users as friends, and exchange messages. Twitter is another social media website that allows people to stay connected through brief message updates up to 140 characters in length called tweets. The concept of Twitter was conceived by Jack Dorsey and with the help of Noah Glass, Florian Weber, and Odeo (company who employed Jack Dorsey), Twitter was released to the public July 2006. These social media websites have changed the way society communicates…

Words 2064 - Pages 9

Final Paper

most popular domains include Facebook, YouTube, Twitter, LinkedIn, Flickr, Google+, and Blogspot. Educators must decide which sites will best enhance their course material and be most useful to both them and their students. For example, business students may benefit from the networking offered by LinkedIn while art students have the opportunity to share their work with classmates on Flickr. In this paper, I will focus mainly on the benefits of Twitter and Facebook because they are very general and…

Words 2240 - Pages 9

Coca Cola Digital Audit Final 1 Essay

Digital Audit: The Coca-Cola Company Table of Contents 1. Overview 2. Site Marketing Performance 3. Key Calls-to-Action 4. Ranking and Traffic Estimations 5. Search Engine Friendliness 6. Digital Marketing Performance 7. Social Media Performance 8. Conclusion 9. Works Cited Scan the QR code below to be directed to: http://www.coca-colacompany.com Overview The Coca-Cola Company is a worldwide beverage corporation and manufacturer headquartered in Atlanta, Georgia. They have…

Words 5764 - Pages 24

Yolololololololo Essay

‘Media institutions are essentially profit driven’ Evaluate how commercial pressures have had an impact on the products in your cross media study. Support your answer with reference to a range of examples from three media platforms. In this piece of writing I will evaluate the commercial pressures that are put on films for them to make a profit. My case study involves the texts, Hunger, Shame and 12 Years a Slave. Due to film making becoming more of a business than about the art, companies are…

Words 1238 - Pages 5