This study provides the information by using Ashridge Sense of Mission Model and analyzes the case evidence to interpret whether the strategy of Twitter show signs of a weak or strong sense of mission. The next part of this study will be employing relevant strategic decision making theory where the strategic decisions of Twitter to interpret if Twitter have pursued the deliberate or emergent strategy and the answer will discuss to what extent the researcher can be able to believe Twitter have built and maintained the long-term competitive benefit for its own organization. The study has identified that Twitter is a public company where the organization needs a better strategy and fewer obstacles to execute that strategy. In particular, the company has done excellent work with a brilliant product and constructs it up into the actual business. According to the daily update, it is identified that Twitter seemed to give up its service and attention to developer based on monetization and services options which also demonstrate the difficulties they would have with such strategy.
Use of Ashridge Sense of Mission Model to Analyze the Case Evidence of Twitter’s Strategy
While employing the Ashridge Sense of Mission Model, the evidence is to interpret the organizational strategy that demonstrates the signs of strong and weak sense of the mission. Ashridge model is a mission stated by the Strategic Management Research Center. The model is being employed in explaining the mission statements specifically by corporates using four of the mission dimensions which include strategy, values, purpose and behavioral standards (Simon, Parker, Ken and Mark, 2010). The organization should have the strong mission where four of the components should be incorporated into the system. The elements can be used in performing out the analysis of whether the mission of twitter and business model provided demonstrates strong or weak strategic direction. According to the mission statement of Twitter, it is clear that the organization has a strong mission (Twitter, 2015).
The vision of the twitter is for the premiere micro-sharing platform. The company has a singular thing that distinguishes Twitter from RSS, Blogs, email, IM, etc and is known as synergy. The synergy among the individual streams makes the twitter special. This happens due to the large and different user base, due to which retweeting and other meme-spreading mechanism including the spontaneous conversations and serendipitous interactions. Twitter has both vision and mission which means that there are largest audience that connect everyone to their world by means of the distribution platform and information sharing products and be the one of the top profit to create the internet organizations in the world. The company existing profit has a huge economy for desirable usernames which means if a hacker can get them, they can list down and sell them before the site responds and before they stand to make the healthy profit and their own existing identity.
According to the Ashridge Model guidance, the study seeks to answer particular questions concerning the aim to set up the organization. The study seeks to analyze how models benefit the Twitter management and its employees including the reason why the company exists. The overview of the organization seeks to answer the question of the company’s existence. The analysis into the report demonstrates that the main mission and need for the existence for Twitter where the organization existence is anchored to the need to provide people the power and share information in a reliable and quick way irrespective of location and distance. The Twitter services are intended around the world within the large market. The users of Twitter consists individuals who need to share the detail information concerning several topics of knowledge and interest. Advertisers are the users of the platform given by the company since the information given on the platform can be employed to reach many of the individuals around the world at the same time (Twitter, 2013).
The Twitter strategy provides the ideal components for the organization that should be put in place and accomplish the mission (Twitter, 2013). With regard to emerge the component at its best, there are certain principles that should be kept in place by the organization. The Twitter strategies must include how to enhance the accessibility in market for the products of Twitter which provide the path of how things will be done concerning the pricing, placing, producing, promoting and the target market group (Simon et.al, 2010). Twitter earns 86% or even more of its profit from advertising. In 2017, the company has posted the revenue for advertising of around $2.1 billion. This revenue was 6% reduction of what social media site brought in the year 2016 during the same time. Twitter has many competitors such as 58.comInc, 21Vianet Group Inc, Alphabet Inc, AutoWeb Inc, Baidu Inc and much more. With the intention to enhance effectiveness in delivery of excels and services during competition, the Twitter management has invested in development, technology and research. The effectiveness has been accomplished by constructing the foundational pathway of the information that increases the transfer of the detail from one end to another. The organization has installed the real time data architecture that enables the information to be shared (Twitter, 2014).
The values of the organization are to think that every voice has the power in free expression to impact the world. The values and beliefs of Twitter is to reflect and augment the talents of employees and power of Twitter through the civic engagement, charitable contributions, employee volunteerism, in-kind donations and by harnessing the Twitter for the good service. According to the study of Twitter (2015), the users of Twitter can be hostile to the over usage of the automation. This includes creating the content from RSS feeds and to re-gurgitation of press release headlines. The twitter is about real time breaking news and has many of the people following the site. There is evidence that Twitter communications and platform model to limit the messages to the 140 characters that is useful for variety of innovation applications. The corporate in tone of Twitter channel and in message is said to be information spoken human-edited English and the paraphrased and written for the channel. On the other hand, it is examined that the department in the company should pursue the chances to signpost the relevant content elsewhere and re-tweet messages from government departments and stakeholders (Twitter, 2015).
Policies and Behavioral Standards
The initial channel of Twitter will actively follow relevant organizations and professionals. The Twitter initiates the contact by following its own personal users and individual as well as interprets the big brother/interfering like behavior. It is quite good for Twitter to follow individual back and having an inbalance among the follower and following figures that can result in poor reputation and grade the third party like Twittergrader.com and the suspension of the account by the administrators of Twitter in extreme cases (Simon et.al, 2010). According to the study of Twitter (2013), the marketing strategies of Twitter have helped the business to become more successful and the step they need to take to the market like the pros. The development of Twitter and its creation has been impressive because the organization was able to see its potential for followed by the rapid development that attracted innumerable public figures and refinement of its business model (Twitter, 2013).
Analysis of Twitter’s Existing Strategic Decisions Using Decision Making Theory
The strategic decisions that the organization could make going forward and evaluates the strategic options with the intention to see how they could impact the user base of the organization and average revenue per user focusing on its earnings and revenues. Twitter expand its content distribution and enhance the presence with a strong bio. This means the strategy is developed todevelop the life of tweets and choose the individual the people want to follow. The options for strategic decision of Twitter are news-focused approach; continue the current model, content-focused approach and data focused-approach. The organization is well-positioned incredibly so that it can enhance its position as information and news provider by introducing live streaming news services. This adds and introduces the features to make it easier for the users to use the app as the primary news source (Simon et.al, 2010). In accordance of Simon et.al (2010), the company rolled out new marketing strategy that includes videos demonstrating what stands for the company and distinguishes it from other social media platforms. This stems from the research which revealed that 90% of the individual identified the brand but did not even bother to use the site due to which they misunderstood what Twitter is. The company has to change the perception of being social network which enable users to connect with friends and family for all the news update.
According to the study of Twitter (2015), the company is positioning as a unique platform which ranges from big events to the local updates along with live commentary that can be assessed easily. The organization believes that they can struggle with the intention to rise in a better way where the marketing strategy highlights its uniqueness that can attract the users to its platform. The strategic development of Twitter does not directly compete with giants of social media but can definitely help the organization in a significant way. Twitter (2015) determined that the company is heavily investing in acquiring the rights to live stream popular sports and generate social experience around the events. There is a strong user development for the Twitters valuation which evaluates the U.S. average active users that will enhance from around 66 million to nearly 78 million by the end of the forecast period. There are several ways Twitter is engaging the users and attracting them on its own platform. The strategic development of the company positions the news platform that can generate unique niche and should be able to attract the users on its network (Simon et.al, 2010). According to the study of Twitter (2015), marketing in Twitter is to improve the function and discipline because there is a continuous feedback that permits to enhance the marketing, execution and strategy.
The information provides the impact on the conversation in social media and enables the users to recognize the negative trend identified earlier. The influencer monitoring for instance: Twitter followers is the monitoring important aspect. Twitter (2015) suggest that social media is supported with the media but is not measured as an alternative. The integrated approach to the social media is required to make sure that there is a smooth communication procedure. The multifaceted approach is desirable such as Twitter that generates the information richness and is different as well as can be shared with its clients. It is examined that leaders focus on influencing the thoughts with the aim to enhance the coverage of the media. The leadership strategy is an important component and should be paired with generating the content that reverberate the audience and surrounds the brand and product with the intention to become the valued part of the community. The organization uncovers the micro-influencers to gain the understanding of the audience through their tweets where the organization has the chance to construct the loyal community and helps elevate their own content. Therefore, the biggest differentiation of Twitter when it comes to its advertisements, provide the knowledge for its users interest (Simon et.al, 2010).
According to the study of Twitter (2014), the organization efforts get doubled when it acquire new users even redefines what the organization is all about actually. The understanding can be gleaned from how identities are being employed and how they interact with the things that matters. The company is about the graph not the app which might make different decisions. Also, Twitter follow the strategy of Facebook with the intention to build the family of apps such as one for messaging and another news for specific events as well as increase the ways that one could interact with the content in the organization whether it would be through private communities or comments etc. Also, on the other hand, the social networks differentiates is not the feature but instead it organize the principle (Twitter, 2015). Hence, Twitter is to share the interests including the quixotic features that the company holds with the implementation details. There is a user development issue showing significant signs to manifest into the advertising development issue. The current strategy of expanding in the organization is to serve the audience with undifferentiated advertisements. These advertisements are sustainable and considerable barely with a waste of potential as the interest graph owner (Twitter, 2013).
In conclusion, Twitter has different strategies accessible but the leadership team does not have the credibility with developers internally or with Wall Street to execute or consider them. Twitter has the value proposition that demonstrate the different into the decision they make from choices of the product to the content to media choices. Also, it can be said that intended strategy of Twitter would require speed and the level of execution that is much of the exact position of what Twitter has illustrated throughout its own existence. The open strategy has the x-factor outside of Twitters control with the cooperation of the developers. The organization has its own current leadership with no credibility and might take effort to the achievement.
Twitter. (2015). Annual report. United States Securities and Exchange Commission. Twitter. Inc.
Twitter. (2013). Annual report. SPECIAL NOTE REGARDING FORWARD-LOOKING STATEMENTS. Twitter. Inc.
Twitter. (2014). Annual report. SPECIAL NOTE REGARDING FORWARD-LOOKING STATEMENTS. Twitter. Inc.
Simon, Parker, Ken and Mark. (2010). Case Study. Twitter Inc.