It won’t be easy.
When I joined Twitter in 2009, it was a thriving community. Together with Facebook, it was a rising star in social media. It was the place to be for real-time conversations about world events, news, sports, TV and movies. Twitter’s future was bright and promising.
Today, Twitter’s future is a lot more uncertain. While people still use it to follow celebrities, troll politicians and share Netflix spoilers, Twitter is but a shadow of the emerging tech star it once was.
The biggest sign of troubled times is the news of Twitter’s imminent sale. According to several sources, two tech giants—Salesforce and Microsoft—are in talks to buy the struggling social network. Another tech star, Alphabet’s Google, and one media powerhouse, Disney, were also reportedly interested in acquiring the company before deciding not to make an offer.
Why Twitter and why now? For tech companies, Twitter’s enormous amount of user data is a big draw. Salesforce, for instance, could use Twitter’s data firehose to power projects in artificial intelligence. Disney is an unlikely buyer, but experts believe it’s interested because of Twitter’s live broadcast experience.
Whoever ends up buying Twitter faces a rough road ahead.