SWOT Analysis of Twitter
- Gets tons of publicity.
- Is a thing on its own (almost no competition in microblogging).
- It is simple but powerful.
- It is 100% social in an all-social web.
- It is free.
- Has a strong brand name already.
- Allows other apps to tie in to a user’s account and provides secure authentication for other applications (OAuth).
- Businesses like it a lot.
- It is real-time.
- It is searchable.
- It is totally RSS-enabled.
- Well suited to joint ventures (David Jackson, 2013)
- Unequal distribution of tweets. 90% of tweets are coming from the top 10% of the users.
- Has low retention rate, approx. 40%.
- It can become a dominant search engine.
- It is becoming the biggest social media marketing tool.
- Every site can tie in to Twitter, making every website instantly social
- It may acquire some of the desktop clients or the url shortening services.
- It may become the dominant way for businesses to communicate with their customers.
- It got too much publicity in a short time. May get burned out.
- It is getting dangerously spammy.
- Has no solid revenue model.
- “Fake” accounts, especially for celebrities, are rampant. It is difficult to tell who is really who
- Paid twitter streams may hurt the brand image.
- Facebook may get even more tweety and compete face-to-face with Twitter in microblogging sphere.
- Friendfeed and identi.ca may grow and steal market share.
- Acquisition by a bigger player (such as Google) may disappoint early adopters and loyal users.
- Google+ and Facebook (Shaimaa, 2013)
- Plateau (Phil Sweezey, 2013)
Compiled from Carlson, 2009; Morel, 2012; innuendoo.wordpress.com, 2009.
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