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12 years later, Twitter is still trying to explain itself

By Karissa Bell


Twitter, more than any other social media company, faces a unique challenge even after more than decade of existence: It still doesn’t know how to explain what it is to new users. That’s partly because of marketing missteps and partly because the best way to figure out Twitter has always been to just use it.

But 12 years since launching, the company is finally hitting its stride. It recently shifted its marketing strategy, and user growth is on the rise once again. Oh yeah, it’s also profitable for the first time ever.

But now that the company has refocused its marketing around …

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