California-based Twitter Inc. (Twitter) was a social media platform that had stalled in growth in recent years. Once a promising tool for those looking to send short messages to a network, Twitter has been overshadowed by other platforms such as Facebook, Snapchat, and LinkedIn. Unlike other social media platforms, Twitter restricted its users’ messages to 140 characters. This format served Twitter well in its early days, but users have turned to other, more flexible platforms. In October 2016, Twitter’s chief marketing officer faced two major challenges: how to advertise an already popular social media platform to non-users, and how to get current users to stick with the platform.
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