Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 10 pages
Data source: Published sources
Topics:
Business leadership; Product development; Business acquisition; Brand management; Social media ethics; Social media landscape; Scarcity principle; Content moderation; Digital marketing; Role of social media in public relations; Product technology; Microblogging platform; Jack Dorsey; Elon Musk
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https://casecent.re/p/193950
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Abstract
The eccentric billionaire, Elon Musk (Musk) took over Twitter (Now 'X') in October 2022. Due to Musk's approach to free speech, content moderation rules and verification policies, there was chaos at Twitter. Twitter's takeover by Musk triggered users to frantically search for a microblogging alternative. Twitter founder Jack Dorsey (Dorsey) had already been working on one such app called Bluesky. Bluesky, the decentralised microblogging app developed by Dorsey, was released on Android in April 2023. With Bluesky, Dorsey was trying to replicate the success of Twitter. It was an invite-only, app which was growing fast. Although the invite-only feature was restricting adoption it was gaining popularity as popular Twitter alternative due to its exclusivity and the absence of hate speech. Bluesky stood a better chance to replace Twitter compared to other apps like Mastadon and Threads. The case would analyse whether Bluesky was the microblogging alternative users were seeking? Would Bluesky spark the beginning of a bigger shift?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2023.Geographical setting
Region:
World/global
Featured company
Bluesky
Type:
Privately held
Industry:
Social media
Featured protagonist
- Jack Dorsey (male), Board Member
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources
About
Abstract
The eccentric billionaire, Elon Musk (Musk) took over Twitter (Now 'X') in October 2022. Due to Musk's approach to free speech, content moderation rules and verification policies, there was chaos at Twitter. Twitter's takeover by Musk triggered users to frantically search for a microblogging alternative. Twitter founder Jack Dorsey (Dorsey) had already been working on one such app called Bluesky. Bluesky, the decentralised microblogging app developed by Dorsey, was released on Android in April 2023. With Bluesky, Dorsey was trying to replicate the success of Twitter. It was an invite-only, app which was growing fast. Although the invite-only feature was restricting adoption it was gaining popularity as popular Twitter alternative due to its exclusivity and the absence of hate speech. Bluesky stood a better chance to replace Twitter compared to other apps like Mastadon and Threads. The case would analyse whether Bluesky was the microblogging alternative users were seeking? Would Bluesky spark the beginning of a bigger shift?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2023.Geographical setting
Region:
World/global
Featured company
Bluesky
Type:
Privately held
Industry:
Social media
Featured protagonist
- Jack Dorsey (male), Board Member
Related
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources