Privacy Issues And Monetizing Twitter Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

INTRODUCTION

A Case analysis of privacy issues and monetizing Twitter comprises of many challenges such as:

Privacy, security, and ethical consideration
Revenue generation
Public image and number of users

BACKGROUND

Twitter founded in 2006 by Jack Dorsey, Evan Williams, and Biz Stones. Twitter supplied a relatively simple, but social network consist of short messages of 140 character or less known as Tweets to its user around the world. Users of twitter can easily tweet using technology such as, cell phones, smart phones, the website itself and third party software.

As a case states, in early, 2010, twitter had made market valuation of $1 billion, but free service without a viable business plan. The challenge face by twitter at this point in time is to find a balance between its revenue generating activities and protecting the privacy rights of the millions of people using twitter’s popular social network.Internet privacy describe as a personal protection of the online information on privacy and security problems.

Twitter gain the opportunity to generate revenue from promoted tweets, services to advertisers, and sales analytical. Moreover, tweeter is multi-purpose tool, it can be used during emergencies or to send a contact information. Twitter become a popular site for celebrities to keep in touch with their fans, by updating new albums, movies or activities. The largest age group of users isfrom 25-34. From its inception in 2006, twitter rapidly increase its popularity. While Twitter recorded an average of 500,000 tweets in 2007, and grew to four billion tweets worldwide in first quarter of 2010. The mission of the company, is instantly connect people everywhere to what is most meaningful to them.(E De Cristofaro, 2012)

KEY PROBLEMS

A key problem identified in the case, is related to the privacy issues faced by twitter users. While twitter allows to share information among friends or followers, the default privacy setting of Twitter is that all messages are public, if anyone signs up the twitter can easily see them. People use twitter to share information about themselves as well as sharing them publicly. (L Humphreys, 2010)

The rise of social media more broadly brings about many issues with regard to privacy and surveillance. Twitter should monetize their business model without losing users due to privacy issues. Furthermore, twitter should also focus on legal and ethical obligation of their users.Twitter should be aware of the fact, that users can leave the site due to privacy concerns. In 2008, an error occurs in Twitter, is that the private direct messages exposed to a large group without user‘s permission. Moreover, in 2009, hackers accessed twitter’s company data that was management by Google app. Different countries have different concerns about the privacy issues.

It is unethical and illegal to abuse user’s profile on social network. Twitter also provide users with the chance to upload and share pictures, but hackers misuse the picture and sell them in the illegal market.Therefore, Twitter should proposed a strategy to overcome this serious issue and create an opportunity to generate revenue effectively. Some of the alternatives that the company should implement in order to drive possible solution.

ALTERNATIVES

Alternative 1: Respect data mining.

Respect data mining, non-user specific information should be sold to marketing firms. Change the algorithm data of what is stored and how the data is sold and collected to store only legal andethicaldata on the global scale. Apart from that would entail resorting current data warehousesto ensure that there would be no compromising on the exiting data.

Privacy Issues And Monetizing Twitter Case Solution

Moreover, data mining ensures hackers that they would not allow to have access to illegal and compromising information in a result of breach, and no illegal information could be traded or stored. Data mining relied on the use of cookies to gather information to individuals. Twitter use cookies to make the users obtain better services such as receiving more useful information instead of wasting time on useless information.

With the use of this process, twitter serves as a medium intermediate between the advertisers and customers by cutting down the advertising email addresses. The constraints associated with this alternative, is that getting legal requirement is minimum, but does not encompass all ethical consideration.

Alternative 2: Change interface of terms and agreement to empower user’s privacy

Twitter should change the user interface when agreeing in terms and condition in which user should allow to select what information should be traded and useable. The information which is approved by the users under the terms and agreement will be data mined and sold to third parties. Before accepting the agreement, the user clearly understand the process requirements.............................

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