Twitter's Strategy and Market Share Analysis

Abstract

With the growth of the internet and smartphones, social media are having explosive growth in overall users. For already existing social media, like Twitter, Facebook, etc., appropriate strategic choices are indispensable for market expansion. In the case of Twitter, the relationship between its strategy and market share is vacant in academia. Therefore, the research topic of this paper is the relationship between Twitter's strategy and the amount of market share. The research method of this paper is as follows: Firstly, relevant literature is collected for systematic analysis, and secondly, the relationship between strategy implementation and market share change is analyzed through StatCounter's social media market share data. It was found that Twitter's strategy in deepening its features, i.e., real-time messaging and news, diversified communication, and interaction with celebrities was successful, but it did not get the desired results in expanding its own users' scope and providing new non-core features. Therefore, for existing social media, solidifying the existing target group is the first option in competition. For companies that want to run a social media business, identifying a specific market segment is the key to winning the fierce competition.