Twitter Mission Statement Analysis
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Twitter Mission and Vision Statements Analysis

Twitter Mission and Vision Statements Analysis

Twitter’s mission statement is to give everyone the power to create and share ideas and information instantly without barriers.

Twitter’s mission statement explained through its components:

Give everyone: Twitter is a massive social network that accounts for 321 million users worldwide from 13 to +50 years old. 31% of the audience is aged 24-35. It is a free platform accessible via twitter.com, owned and operated mobile apps that can be downloaded to any smart device, and SMS. It is available in more than 40 languages worldwide.

The power to create and share: The platform allows users to consume, create, distribute and discover content. It has become a self-expression tool for many people that use the social network to make their ideas and opinion public, protest against different situations and join conversations.

Ideas and information: Users can join open conversations as well as watch highlights, clips, and live-streaming events. Users can share their ideas but also find relevant information about the world.

Instantly: Twitter creates the media to establish a conversation in real-time as it only requires to write the message and press “send”. It makes it easier for people to find what they are looking for because it organizes content around topics and events. it is also easy to follow and join discussions that are happening right now.

Without Barriers: The company explains that its business seeks to improve a free and global conversation. Twitter is a global platform that claims to have democratized content creation and distribution. It is very simple to create a new account with only an email address. To delete a Twitter account, users must click on Settings, and then click deactivate @username.

Introduction

Twitter is a social network platform that was started by a group of programmers integrated by Jack Dorsey, Evan Williams, and Biz Stone who used to work at the podcasting company Odeo, in San Francisco.

It was created in 2006 but officially launched the next year. Headquartered in California, it went public in 2013. With 4900 employees and more than 35 offices worldwide, it reported revenues for $ 3.46 billion in 2019.

Twitter defines itself as “what’s happening in the world and what people are talking about right now”. Users can look for real-time information, breaking news, entertainment, sports, politics, and all kinds of interests. They can also watch live-streaming events.

It is also positioned as a public self-expression media that provides conversation opportunities in real-time. Users can consume, create, distribute and discover any kind of content.

Twitter makes money from advertising. It offers three different ways of advertising services like Twitter Ads, which mixes and matches creative ad formats, goals, audiences, and budgets to build the customer’s campaign.

Twitter Ads for Agencies provides dedicated support and resources to help agencies get the best results for their clients. A third segment is Interest-based Targeting, which consists of advanced and specific targeting tools that allow the advertisers to find their dedicated niche.

Therefore, Twitter’s business model is about selling promoted products such as twits, accounts, and trends. Customers can also run short video ads and it has also developed a technology to dynamically insert ads within relevant videos and deliver them to the targeted users.

Twitter is not a monopoly because it competes for people’s attention and for advertisers’ budgets. Twitter’s competitors are all kinds of companies that offer platforms that enable people to create, communicate, and share ideas, video content and other information.

Social networks like Facebook, Instagram, LinkedIn, and Snap, together with messaging companies like Whatsapp, and video platforms like Youtube and TikTok compete in different scales worldwide. Twitter also competes with companies that hold important positions in particular countries.

Vision Statement

Twitter’s vision statement is to be the world’s most diverse and inclusive company. The company considers that to achieve this goal, it is key to serving the public conversation. It is also committed to having a workforce made of “amazing people” around the globe who are also using the service every day.

Core Values

Twitter’s core values are:

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Internet safety and education: Twitter osters individual education about healthy digital citizenship and online safety. It does this by supporting organizations that tackle online safety issues such as bullying, abuse and hate speech.

Free expression and civil liberties: The company encourages initiatives that defend and respect all voices. It seeks to promote free expression and defend civil liberties.

Equality: Equality and universal acceptance for all people is one of Twitter’s values. The company considers that talent is found everywhere but opportunities are not. It works with organizations dedicated to promoting equal opportunity in science, technology, engineering, arts, and maths.

Environmental conservation and sustainability: Twitter works with NGOs worldwide to raise awareness and encourage action to protect the environment, fosters conservation and sustainability.

Crisis and emergency response: It offers tools and programs to help people communicate and get a humanitarian response when emergencies and natural disasters occur.

Resources

Twitter investor relations site; Annual Report 2019; available at: https://bit.ly/2RNxgM8

Twitter official site; How to deactivate your account; available at: https://bit.ly/35X2lFM

CARLSON, Nicholas; The real History of Twitter; posted at Business Insider on 04/13/2011; available at https://bit.ly/3kEsD3I DRAPEAU, Mark; What is Twitter’s Vision?; posted at Mashable.com on 02/02/2009; available at: https://bit.ly/3iRqWPO

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