Twitter is one of the largest social media networks worldwide. It draws its strength from its mission and vision. The company’s mission focuses on how it can get people to create ideas and then share them through its social networking platform. It also concentrates on the use of particular tools such as hashtags and features like ‘who to follow’ as ways of promoting engagement on the website. A company’s vision statement highlights its futuristic ambitions. Twitter vision places a heavy emphasis on freedom of expression for its users. The company truly believes that the people using their platform should express themselves freely and exhaustively. It also places weight on the possibilities that these contributions might have on its community of users. Closely related to this is the company’s mission statement that sets the major steps for the firm to journey towards its vision. In this case, Twitter emphasizes its empowering role and the guidance it offers through its innovative approaches. The company has a unique set of values as well. They include civic engagement, political action, and transparency. With all these elements on place, it is clear that Twitter pursues an all rounded approach to its operations. More specifically, its mission and vision statements facilitate the creation of ideas and the freedom to express them. Moreover, it creates mechanisms to ensure that it influences society positively.
Twitter Mission Statement
Twitter mission statement is “to give everyone the power to create and share ideas and information instantly without barriers.” Twitter also adds that the company’s“business and revenue will always follow that mission in ways that improve – and do not detract from – a free and global conversation.” This mission highlights the operating principle at Twitter. More specifically, the company’s sole aim is the generation and communication of ideas by its users. Even its revenue falls in line with this purpose. That means that the company would rather lose revenue than detract from this aim. That would explain why Twitter continued operating for a long time without being profitable. It did so because open discussions by its users on the platform were more important to it than receipts of ad revenue. One can draw several components from this mission.
- Promoting new ideas: Twitter has a trending feature that helps its users discuss issues affecting them or others. People can use this hashtag to promote their idea. It will go viral if they convince enough people that it is a viable concept worth trying or discussing.
- Encouraging the sharing of ideas: Twitter has several features to facilitate the sharing of ideas. They include retweets, replies, and tweets among others. People can use them to get their message across to whoever will listen. For example, they can reply to someone’s idea or retweet it so that their friends can see it.
- Facilitating a global conversation: Twitter facilitates global interconnectivity by making it possible for people to communicate easily and constructively despite geographical barriers. These people can communicate on the same issue within the shortest time possible. For example, US citizens can comment on British politics and vice versa.
Twitter vision statement is “believing in free expression and the thought that every voice has the power to impact the world.” In this vision, it is clear that Twitter prioritizes the ability of its users to speak freely. It understands that people have different perspectives on issues and policing them is futile. It is also obvious that Twitter seeks to ensure that every voice has a potential impact on the world. In other words, there is no monopoly of ideas by a few prominent persons. Instead, a tweet from an unknown individual can start a global conversation on a particular issue.
Here are some of the components that this vision covers.
- The freedom of expression: Twitter envisions a world free of impediments on free speech. Therefore, people can speak freely using its platform. They can do that because Twitter has rules on abusive behavior on the site. That means people cannot target other users in an effort to silence them
- The significance of individual voices: Twitter has hashtags and searches to ensure that individual voices can have a global impact. For example, the search results on a particular topic on the site might reveal tweets to an unknown but highly intelligent individual. The individual will gain prominence as more and more people read his tweets.
Twitter core values are “civic engagement, political action, and transparency.” These values set Twitter apart from other social media websites. They promote newsworthy dialogue and they make the site more entertaining. Without these values, no one would feel safe airing their opinion on Twitter. The opinions on the site would not make a global impact, and consequently, the need for engaging other users on Twitter would cease. One can see the critical nature of these values by examining them independently.
- Civic engagement: This value refers to Twitter engagement with numerous stakeholders to ensure that the content on its platform is suitable for its audience. These stakeholders include policymakers, government bodies, and civil society groups in addition to ordinary users. Each of these entities plays a pivotal role in determining Twitter policies on content moderation. For example, policymakers can advise the site on which issues it should consider highlighting. Government bodies can advise it on people who are using the site to break the law.
- Political action: People use Twitter for multiple reasons. However, political action is one of the principal reasons why they do so. They prefer Twitter to other social media sites when it comes to political awareness because Twitter has made provisions for such awareness. More specifically, political action is a value within Twitter. The company facilitates and promotes it in various ways. These ways include specialized hashtags for significant political events such as the US presidential elections. These customized hashtags increase public participation when it comes to such issues.
- Transparency: In this case, Twitter values the privacy of its users. Therefore, it goes to great lengths to protect this privacy including the launch of biannual Twitter Transparency reports. These reports contain details such as email privacy practices, legal requests received by the company, and the actions it took in response to them.
Twitter slogan is: It’s what’s happening.
- Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011, February). Everyone is an influencer: quantifying influence on Twitter. In Proceedings of the fourth ACM international conference on Web search and data mining (pp. 65-74). ACM.
- Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, K. P. (2010, May). Measuring user influence in Twitter: The million-follower fallacy. In fourth international AAAI conference on weblogs and social media.
- Conover, M. D., Ratkiewicz, J., Francisco, M., Gonçalves, B., Menczer, F., & Flammini, A. (2011, July). Political polarization on twitter. In Fifth international AAAI conference on weblogs and social media.
- Huberman, B. A., Romero, D. M., & Wu, F. (2008). Social networks that matter: Twitter under the microscope. arXiv preprint arXiv:0812.1045.
- Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188.
- Java, A., Song, X., Finin, T., & Tseng, B. (2007, August). Why we twitter: understanding microblogging usage and communities. In Proceedings of the ninth WebKDD and first SNA-KDD 2007 workshop on Web mining and social network analysis (pp. 56-65). ACM.
- Krishnamurthy, B., Gill, P., & Arlitt, M. (2008, August). A few chirps about Twitter. In Proceedings of the first workshop on Online social networks (pp. 19-24). ACM.
- Kwak, H., Lee, C., Park, H., & Moon, S. (2010, April). What is Twitter, a social network or a news media?. In Proceedings of the 19th international conference on World Wide Web (pp. 591-600). ACM.
- Wu, S., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011, March). Who says what to whom on twitter? In Proceedings of the 20th international conference on World Wide Web (pp. 705-714). ACM.
- Zhao, W. X., Jiang, J., Weng, J., He, J., Lim, E. P., Yan, H., & Li, X. (2011, April). Comparing Twitter and traditional media using topic models. In European conference on information retrieval (pp. 338-349). Springer, Berlin, Heidelberg.