There’s been a lot of turmoil surrounding Twitter in the last few months. Late last night, Twitter CEO Jack Dorsey announced that executives Alex Roetter, Skip Schipper, Katie Stanton, and Kevin Weil are leaving the company. All of these executives had worked for Twitter in it’s most productive era, as users came in droves to stay in touch with their favorite creators and celebrities, and also to share their views on the world’s events. Dorsey said:
“All four will be taking some well-deserved time off. I’m personally grateful to each of them for everything they’ve contributed to Twitter and our purpose of the world. They are phenomenal people!”
You can read Dorsey’s whole statement below:
Dorsey and other executives will be taking on the load of the former executives’ responsibilities. Re/code, who first reported the departure of executives, also reports that the top name of Twitter’s short list for CMO replacements is Leslie Berland, current EVP of global advertising, marketing, and digital partnerships at American Express.
As we’ve discussed multiple times, Twitter’s lack of growth amongst the user base has made investors wary of Twitter’s overall marketability and ROI potential. Because of this, the original stock market price for a share of Twitter’s stock, $69, has dropped all the way down to $17 as of today. The loss of these top executives probably won’t help the situation.
Twitter is a great product, and the fact that it may not be for everyone may be its greatest strength for it’s current and future user base. There are a lot older internet users out there who don't user Twitter because it isn't as user-friendly as Facebook. So perhaps the future of Twitter shouldn't be reliant on trying to take users away from Facebook, but by continuing to be the trendy choice for influncers and celebrities. That way, in a few years, when a new generation of internet users who are ready to join their first soical network come around, Twitter could still be popular enough to entice these young people to join and follow their favorite celebrities.