The Uncertain Future of Twitter and the Role of Product Management


Hatched by Glasp

Sep 23, 2023

4 min read


The Uncertain Future of Twitter and the Role of Product Management


Twitter, once a dominant player in the social media landscape, is facing numerous challenges that raise questions about its longevity. The recent Twitter Blue rollout debacle and the company's financial woes have sparked concerns among investors and industry observers. In this article, we will explore the potential time bombs threatening Twitter's existence and delve into the role of product management in navigating these issues.

Time Bomb #1: Employment Lawsuits

Reports have surfaced about Twitter denying former employees their promised severance pay, leading to an influx of arbitration cases. These legal battles could prove to be a significant financial burden for the company. While such disputes are often resolved through settlement agreements, the sheer volume of cases suggests a potentially costly ordeal. If Twitter fails to address these employment lawsuits adequately, it could have dire consequences for its financial stability.

Time Bomb #2: The Fines

Twitter operates under a consent decree with the Federal Trade Commission (FTC), which mandates the company to report any changes in its data privacy practices. However, there have been allegations that Twitter has been ignoring this decree, putting it at risk of substantial fines. In the past, the company has been fined $150 million for user privacy violations. With a checkered regulatory history and potential violations in both the US and EU, Twitter may face fines in the low single-digit billions. Such hefty penalties could push the company to the brink of bankruptcy.

The Role of Product Management in Twitter's Future:

Product management plays a vital role in guiding a company's product strategy, development, and execution. While Twitter's recent missteps have raised concerns about its product management practices, it is essential to evaluate the broader landscape of this field.

A comprehensive survey of product management reveals the most valued skills and traits in this role. Communication, execution, and product sense are consistently ranked as the most critical attributes for successful product managers. These skills enable them to align various teams, drive efficient execution, and make informed product decisions.

Conversely, design/UX, empathy, and raw intelligence are among the least frequently valued skills for product managers. While these attributes may not be as highly prioritized, they still hold importance in creating user-friendly experiences and fostering a customer-centric approach.

Linking the Common Points:

Connecting the challenges faced by Twitter with the role of product management, we can identify potential areas of improvement. Effective product management could contribute to mitigating the risks posed by the employment lawsuits and regulatory fines.

By prioritizing communication, product managers can ensure transparency and accountability within the company. Open lines of communication with employees can help prevent disputes and foster a positive working environment. Additionally, clear and concise communication with regulatory bodies can demonstrate Twitter's commitment to compliance and potentially reduce the severity of any fines imposed.

Furthermore, strong execution skills are crucial for product managers to drive timely and efficient product development cycles. By streamlining processes and optimizing resource allocation, product managers can enhance Twitter's ability to address the challenges it faces effectively.

Actionable Advice:

  • 1. Strengthen Trust and Safety: Rebuilding the Trust and Safety team at Twitter is imperative for ensuring compliance with regulatory requirements. Allocating resources to this area and establishing robust protocols can help mitigate the risk of future fines.
  • 2. Prioritize Employee Relations: Addressing the employment lawsuits should be a top priority for Twitter. By resolving these disputes promptly and fairly, the company can avoid prolonged legal battles and protect its financial stability.
  • 3. Enhance Product Management Practices: Twitter should invest in developing and nurturing a strong product management team. Emphasizing design/UX, empathy, and raw intelligence can contribute to creating user-friendly experiences and fostering innovation.


Twitter's future hangs in the balance as it grapples with employment lawsuits and potential regulatory fines. However, by addressing these challenges head-on and leveraging effective product management practices, the company can navigate these obstacles successfully. Prioritizing communication, execution, and product sense, while also incorporating design/UX, empathy, and raw intelligence, will be crucial for Twitter's survival and revitalization in the ever-evolving social media landscape.

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