Twitter’s mission statement is to give everyone the power to create and share ideas and information instantly, without barriers.
Twitter’s mission statement is explained through its components:
Give everyone: Twitter is a massive social network that accounts for 321 million users worldwide, ranging in age from 13 to 50. 31% of the audience is aged 24–35. It is a free platform accessible via Twitter.com, owned and operated mobile apps that can be downloaded to any smart device, and SMS. It is available in more than 40 languages worldwide.
The power to create and share: The platform allows users to consume, create, distribute, and discover content. It has become a tool for self-expression for many people who use the social network to make their ideas and opinions public, protest against different situations, and join conversations.
Ideas and information: Users can join open conversations as well as watch highlights, clips, and live-streaming events. Users can not only share their ideas but also find relevant information about the world.
Instantly: Twitter creates the medium to establish a conversation in real-time as it only requires you to write the message and press "send". It makes it easier for people to find what they are looking for because it organises content around topics and events. It is also easy to follow and join discussions that are happening right now.
Without Barriers: The company explains that its business seeks to improve a free and global conversation. Twitter is a global platform that claims to have democratised content creation and distribution. It is very simple to create a new account with only an email address. To delete a Twitter account, users must click on Settings and then click deactivate @username.
Introduction
Twitter is a social network platform that was started by a group of programmers led by Jack Dorsey, Evan Williams, and Biz Stone, who used to work at the podcasting company Odeo in San Francisco.
It was created in 2006 but officially launched the next year. Headquartered in California, it went public in 2013. With 4900 employees and more than 35 offices worldwide, it reported revenues of $3.46 billion in 2019.
Twitter defines itself as "what’s happening in the world and what people are talking about right now". Users can look for real-time information, breaking news, entertainment, sports, politics, and all kinds of interests. They can also watch live-streaming events.
It is also positioned as a public self-expression medium that provides conversation opportunities in real-time. Users can consume, create, distribute, and discover any kind of content.
Twitter makes money from advertising. It offers three different ways of advertising, like Twitter Ads, which mixes and matches creative ad formats, goals, audiences, and budgets to build the customer’s campaign.
Twitter Ads for Agencies provides dedicated support and resources to help agencies get the best results for their clients. A third segment is Interest-based Targeting, which consists of advanced and specific targeting tools that allow advertisers to find their dedicated niche.
Therefore, Twitter’s business model is about selling promoted products such as twits, accounts, and trends. Customers can also run short video ads, and it has also developed technology to dynamically insert ads within relevant videos and deliver them to targeted users.
Twitter is not a monopoly because it competes for people’s attention and for advertisers’ budgets. Twitter’s competitors are all kinds of companies that offer platforms that enable people to create, communicate, and share ideas, video content, and other information.
Social networks like Facebook, Instagram, LinkedIn, and Snap, together with messaging companies like WhatsApp and video platforms like Youtube and TikTok, compete on different scales worldwide. Twitter also competes with companies that hold important positions in particular countries.
Vision Statement
Twitter’s vision statement is to be the world’s most diverse and inclusive company. The company considers that to achieve this goal, it is key to serving the public conversation. It is also committed to having a workforce made up of "amazing people" around the globe who are also using the service every day.
Core Values
Twitter’s core values are:
Internet safety and education: Twitter offers individual education about healthy digital citizenship and online safety. It does this by supporting organisations that tackle online safety issues such as bullying, abuse, and hate speech.
Free expression and civil liberties: The company encourages initiatives that defend and respect all voices. It seeks to promote free expression and defend civil liberties.
Equality: Equality and universal acceptance for all people are two of Twitter’s values. The company believes that talent is found everywhere but opportunities are not. It works with organisations dedicated to promoting equal opportunity in science, technology, engineering, the arts, and math.
Environmental conservation and sustainability: Twitter works with NGOs worldwide to raise awareness and encourage action to protect the environment, which fosters conservation and sustainability.
Crisis and emergency response: It offers tools and programmes to help people communicate and get a humanitarian response when emergencies and natural disasters occur.
Resources
Twitter investor relations site; Annual Report 2019; available at: https://bit.ly/2RNxgM8
Twitter official site: How to deactivate your account; available at: https://bit.ly/35X2lFM
Carlson, Nicholas; The Real History of Twitter; posted at Business Insider on April 13, 2011; available at https://bit.ly/3kEsD3I Drapeau, Mark; What is Twitter’s Vision?; posted at Mashable.com on 02/02/2009; available at: https://bit.ly/3iRqWPO
Twitter Mission Statement History
Twitter's mission statement remains unchanged through 2020 and 2021.
