Twitter under Elon Musk: Present Tense, Future Perfect?
| Case Code: BSTR666 Case Length: 13 Pages Period: 2018-2023 Pub Date: 2024 Teaching Note: Available |
Price: Rs.400 Organization : Twitter, Inc. Industry : - Countries : United States Themes: Organizational Crisis, Turnaround Strategy, Leadership Style,Change Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Growing Pains
Beginning 2018, Twitter began to face some problems. Its active user count and advertising revenue remained stagnant, while the other social networking platforms experienced rapid expansion..
Twitter Under Musk
As soon as Musk took over, he planned a massive overhaul at Twitter. He wanted to turn it into an “everything app,” and to position the platform as a competitor to social networks such as Facebook and Instagram. “My vision for Twitter is a bold one,” he said..
A Challenging Road Ahead
Abiding by the Twitter poll results, Musk stepped down from the CEO role at Twitter in December 2022. Linda Yaccarino (Yaccarino) former chairman of global advertising and partnerships, was appointed the new CEO in May 2023..
Exhibits
Exhibit I: Twitter Stock Price (2014-2022)
Exhibit II: Twitter: Consolidated Statement of Operations (2019-2021)
Exhibit III:
Twitter : Monetizable Daily Active Users’ (mDAUs) (Q2 2019- Q2 2022)
Exhibit IV: Hateful Tweets: Number of Tweets of the Top 20 Advancing Hateful Narratives
Exhibit V: Twitter’s Global Net Ad Revenues (2020-2024)
Exhibit VI: Twitter Vs Threads – Daily Active Users (July 2023)
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