Jack Dorsey's Five Priorities in 2016 for Twitter

"Twitter has always been considered a second screen for what’s happening in the world. And we believe we can become the first screen for everything that’s happening right now."

 - Jack Dorsey 

 Five priorities in 2016 to serve this focus are as follows:

• Refine core service and make everything more intuitive.
• Invest in being a leader in live streaming video, filming off their lead with Periscope.
• Give creators and influencers, the best tools to build and connect with audiences.
• Invest in making Twitter safer, so everyone can feel more empowered to speak freely.
• Support developers to build and grow their businesses with Twitter. Each is critical to strengthening the platform and audience around Live.

Twitter has begun the process of hiring a CMO.

As of Q2 2015, Twitter had over 95% brand awareness across the most important global markets. Despite this enormous awareness, Twitter managed to achieve less than 30% penetration of users in these markets. This low level of penetration implies that Twitter has only reached early adopters and technology enthusiasts and has not yet reached the next cohort of users known as the mass market.

The management believes they have failed to do two critical things; firstly, they have not yet clearly communicated Twitter’s unique value and so that’s reflected in everything they do across product, content and marketing, and as a result, non-users can ask Why Should I Use Twitter?

Additionally, the company has not delivered on meeting the new potential user’s expectations of Twitter when they try the product. Simply said, the product remains too difficult to use. Jack Dorsey, Interim CEO believes that they need to simplify the product so everyone gets value from Twitter faster.

In short, the company has not yet communicated, ‘Why Should People Use Twitter?’ nor made it easy for them to understand, ‘How to Use Twitter?’ This is both a product issue and a marketing issue.

You Should Also Read: So What Should You Expect From Twitter?

A lot of other products in the past have overcome these same issues and have successfully made their transition to reach the mass market adoption phase and the management seems confident they can do the same.

The management is working as rapidly as they can to put Twitter in a position to launch an integrated marketing strategy and marketing campaign before the end of 2015.

Anthony Noto, Chief Financial Officer said, ‘We have begun the process of hiring a CMO and are encouraged by the quality of candidates that we are in dialogue with’.

So What Should You Expect From Twitter?

Jack Dorsey wants Twitter to be the first thing everyone in the world checks to start off their day.

You should expect Twitter to:

• Be as easy as looking out your window to see what’s happening.
• Show you what’s most meaningful in the world to live it first before anyone else and straight from the source.
• Keep you informed and updated throughout your day.
• Be the most powerful microphone in the world.
• Increase your reach
• Encourage live and direct conversation and participation around whatever you share.

Jack Dorsey, Interim CEO, Twitter said ‘If we meet these expectations, and we will, Twitter will become the first thing everyone in the world checks to start their day and the first thing people turn to when they want to share ideas, commentary, or simply what’s happening'.