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er of choices to interrelate with the said user for example ‘’retweet’’ and ‘’reply’’ .On the other hand, Facebook, the other social networking giant, quickly formed a new feature similar to Twitter that display friends real-time activities, which caused a major threat to Twitter. Therefore, for the purpose of grabbing a large share of market, Twitter should ensure innovation and creation of new features which are challenging for other networking sites to copy.

Analyzing the market: 市场分析：

For the last several years, there has been observed significant growth in the market popular social networking platforms like twitter, Facebook and LinkedIn etc., Talking about the market share of these giants of social networking, the stats are shown below which reveal that popularity and share in market for each of the giant of social networking.

SWOT Analysis:

Strengths

Easy set up
Largepenetration or market reach
Very useful for setting up an engagement strategy
Active community members (willing to be the representatives of the institute)
Build a converse and conversation with others
Quick exchange of information
Direct audience contact ( like face-to-face)
Allows you connect and follow with people/groups that seem interesting to you
Cost-effective in the ways most of the networks are free. Their demand is just your time
Human factor: Company’s “brand” becomes more HUMAN
Media exposure
In terms of micro-messaging, Twitter is in a strong position in the market. Only real competitor here is Facebook
Weaknesses

Existence of a lot of “Why Bother” from majority people (i.e. Facebook users)
Needs to have more horsepower. It is down often
Difficult to instruct or persuade group members/ management teamon the principles of social media
Tweets are Unequal distributed. 90% of the tweets usually come from thetop 10% of the users.
Holds low retention rate of about 40% only
Lack of resources or tools to follow and monitor the campaign results of social media
There is limitation of API calls. Hits App growth
What aboutinformation leakage, liability, security, and management?
Generally Blocked at most of work sites: management considers it drop in productivity; hits bottom line
Opportunity

Creating/joining active presence on sites where there is no current existence of the company
Excellent opportunity for organizations and individuals to join and exchange information
News, events and Promotions that can be proposed by way of social media networks
Partnerships with organizations, other groups, schools, Departments of government, etc.
Recruitment of interested new students ,members and public support
Proposes you to form short and long term relationships with prospects
Improves the ‘brand’ and formulates the process of recruitment personal
It can acquire dominance in search engines
Branding opportunities, Immediate delivery and increased marketing opportunities
Allow Tweets to become “crawled by Spiders”
Threats

Macro factors i.e. economy, will this influence your base of user?
Competitor is following the same audience or same space with similar campaign
Is the current campaign feasible, can it con