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Looking at Twitter’s financials, it is difficult to see a way for it to survive. The company was in bad financial condition long before Elon Musk bought it, only turning a profit twice in the last decade. Musk’s purchase has made its finances even worse by adding debt and scaring off revenue.
For brands Twitter has provided a unique, immediate channel for connecting with consumers. Many companies have boosted their reputation for customer service by rapid response to complaints. Others have broadened their brand values in radical, unexpected and positive ways.
Take Steakumms, for example. It has gone from a thin meat product to a substantial voice on difficult, important issues.
So, if Twitter does implode, marketers will lose a significant, useful tool.
But agile customer service and/or significant contributions to public debates, while raising brand profiles, isn’t advertising and doesn’t make Twitter any money.
Trouble from the beginning
The fact is the company’s problem wasn’t something Musk or anyone else could solve. It has been evident since Twitter was founded in 2003. To quote historian/humorist Will Cuppy: “The Dodo never had a chance. He seems to have been invented for the sole purpose of becoming extinct.”
That problem: Twitter can draw in users, but it can’t make money off them.
Worldwide it’s the 10th most popular social media site, with 217 million active users per month. In the U.S. it’s the 5th most popular social media site, with 41.8% of all adult users — only
Read more here: https://martech.org/twitters-demise-would-cost-marketers-an-important-useful-channel/