Twitter’s? ?growth? ?is? ?not? ?unimpressive? ?whereby? ?its? ?looks? ?strong? ?even? ?in? ?comparison
to? ?Facebook.? ?However,? ?when? ?one? ?is? ?looking? ?to? ?make? ?an? ?investment? ?they? ?look? ?at? ?the
future? ?not? ?the? ?past? ?and? ?while? ?Twitter’s? ?initial? ?growth? ?suggested? ?that? ?the? ?company? ?is? ?on
the? ?correct? ?path,? ?the? ?evidence? ?of? ?Twitter’s? ?struggles? ?continues? ?to? ?rise? ?(Koslosky,? ?2017).

According? ?to? ?Kolosky,? ?”Unless? ?the? ?company? ?can? ?show? ?progress? ?in? ?terms? ?of? ?user
growth? ?or? ?advertiser? ?interest,? ?each? ?one? ?of? ?these? ?new? ?reports? ?will? ?further? ?temper
enthusiasm? ?for? ?the? ?company’s? ?prospects,? ?which? ?will? ?further? ?drive? ?down? ?the? ?stock? ?price.
We? ?can? ?see? ?the? ?effects? ?so? ?far? ?by? ?looking? ?at? ?Twitter’s? ?price? ?to? ?sales? ?ratio,? ?which? ?shows? ?its
share? ?price? ?in? ?relation? ?to? ?revenue? ?over? ?time”? ?(2017).

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Simultaneously? ?Twitter? ?is? ?also? ?reckoning? ?with? ?other? ?emerging? ?platforms? ?such? ?as
Snapchat,? ?Instagram? ?and? ?Pinterest.? ?? ?Moreover,? ?recent? ?studies? ?have? ?reported? ?that? ?the
competition? ?is? ?racing? ?past? ?the? ?social? ?media? ?giant? ?as? ?it? ?struggles? ?to? ?fortify? ?its? ?position? ?in
the? ?market.? ?This? ?began? ?with? ?reports? ?that? ?Snapchat? ?daily? ?users? ?have? ?surpassed? ?Twitters.

8

Moreover,? ?”a? ?comcast? ?polling? ?unit? ?Stara? ?stated? ?that? ?for? ?the? ?first? ?time? ?ever,? ?more
advertising? ?agencies? ?say? ?they? ?plan? ?to? ?spend? ?their? ?money? ?with? ?Instagram? ?rather? ?than? ?with
Twitter”? ?(Koslosky,? ?2017).? ?Twitter,? ?however,? ?was? ?quick? ?to? ?report? ?back? ?on? ?both? ?accounts,
whereby? ?they? ?published? ?reports? ?proving? ?they? ?were? ?faring? ?better? ?than? ?Snapchat.
Moreover? ?they? ?wasted? ?no? ?time? ?in? ?shutting? ?down? ?the? ?Starta? ?poll,? ?stating? ?that? ?their
relationship? ?with? ?their? ?advertiser? ?is? ?very? ?strong? ?(Koslosky,? ?2017).? ?Nonetheless,? ?the
evidence? ?is? ?mounting? ?and? ?Twitter? ?is? ?in? ?need? ?of? ?a? ?major? ?change? ?in? ?order? ?to? ?stay? ?in? ?the
game? ?and? ?attain? ?a? ?competitive? ?edge.
Barriers? ?to? ?Entry

When? ?looking? ?at? ?barriers? ?to? ?entry? ?in? ?retrospect? ?to? ?Social? ?Media? ?as? ?a? ?whole,? ?there
are? ?many? ?aspects? ?that? ?make? ?the? ?industry? ?difficult? ?to? ?penetrate,? ?however? ?due? ?to? ?the
extent? ?of? ?competition? ?it? ?creates? ?low? ?barriers? ?to? ?entry.? ?Commodity? ?software? ?is? ?a? ?always
concern,? ?when? ?this? ?takes? ?place,? ?due? ?to? ?the? ?large? ?number? ?of? ?entrants? ?it? ?creates? ?a? ?confused
market.? ?Whereby? ?it? ?becomes? ?difficult? ?to? ?”determine? ?who? ?to? ?purchase? ?from? ?and
competitors? ?may? ?eat? ?into? ?each? ?others? ?margins”? ?(Owyang,? ?2017)

This? ?is? ?due? ?to? ?lack? ?of? ?current? ?profits,? ?it? ?is? ?difficult? ?to? ?generate? ?revenue? ?in? ?such? ?an
open? ?space,? ?unless? ?you? ?have? ?reached? ?a? ?large? ?consumer? ?reach,? ?which? ?takes? ?time? ?and
money.? ?Moreover,? ?because? ?these? ?platforms? ?are? ?hyperconnected? ?they? ?can’t? ?scale? ?thus
they? ?”miss? ?deadlines? ?and? ?opportunities? ?during? ?this? ?long? ?battle? ?to? ?stay? ?up? ?to? ?speed”
(Owyang,? ?2017).? ?Also,? ?rumors? ?can? ?impact? ?stocks,? ?cultural? ?changes? ?cause? ?resistance,
marketers? ?move? ?in? ?without? ?community? ?consideration,? ?and? ?there? ?is? ?difficulty? ?in
identifying? ?true? ?expertise? ?(Owyang,? ?2017)? ?.