COM0014 – Blog Post #4: B2C Case October 9, 2023

As a B2C case study, I perceive that X, formerly know as Twitter, is an excellent real time look at the formation of a new product, totally using social media to reach its prospective buyers and users. Elon Musk purchased Twitter with the intent of tearing it down, and re-constituting it as a bigger, multi-content, multi app, and global reach media tool. Talk about a vision !

            Elon, during the purchase and tear down phase, had to endure all the slings and arrows from buyers and users who either did not share his vision, or were afraid of being associated with a losing app that added risk to any future advertising endeavours. The main concern was the loss of control over “allowed” content. 

            Strictly from a B2C view, the jury is still out as to whether Elon will make X’s makeover  a winning strategy. Or did he just spend a lot of money on a failed vanity product launch ?

            In my view, X’s use of social media has been almost perfect. First, X is completely all social media, as the quality of interactions widens to encompass the full spectrum of opinions, compared to the mostly liberal views expressed on the channel. This opening of the range of views allowed actually lets X focus on eliminating all the bots and fake accounts. Earning the blue checkmark tries to cull fake opinions, but overall only increases the level of emotion and empathy expressed. 

            I enjoy the range of opinions now available. The point is whatever your personal political or cultural persuasion, you can now see different thoughts expressed concurrently, ideas or facts you would have not otherwise seen on your chosen algorithm produced media. While this will be an ongoing battle, quality of discourse is the winner. Now it’s early, so seeing the quantity return, along with the advertising dollars, as well as the influencers needed to spark viewership, will have to wait. To date, seeing Taylor Swift and Travis Kelce implode on X, don’t you agree the app is headed in the right direction ? Let me know in the comments below if you think I am mistaken, even if you are not a Taylor Swift fan.