Twitter’s Analysis Paralysis Imperils a Nascent Turnaround


Two years after returning as Twitter’s CEO, Jack Dorsey has pulled the company back from the brink, persuading people to spend more time on the micro-blogging site and attracting more advertising. Investors ratified his efforts this week, when Twitter posted a surprise surge in revenue growth and a first-ever profit. The shares rose 12 percent.

Now the question is whether Dorsey can build on the momentum and turn his company into a true rival to Facebook. Twitter badly needs to attract new userssomething it failed to do this past quarter. Facebook does it in part by innovating and rolling out a steady stream of new products. But Dorsey has struggled to unleash Twitter’s creative spirit.

The social media company has dreamed up new product ideas aimed at broadening its appeal only to abandon them for fear of alienating users, according to current and former employees. A Facebook Groups-style product was embraced and erased; ditto for Snapchat-style filters for the Twitter and Periscope apps. For more than a year, the company has been working on a Snapchat-esque feature that makes it easier to post videos on the app, according to a person familiar with the matter. There’s a working demo, but the design hasn’t been finalized.

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