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1. What does a PESTEL analysis suggest for the macro-environmental impact on the social media industry?
Which of the macro-environmental factors appear to have the greatest potential impact on Twitter? Why?
2. Identify the driving forces in the social media industry. What appears to be the impact of these driving forces
on the industry?
3. Prepare a SWOT analysis for Twitter. What does the SWOT suggest for Twitter’s future?
4. Using the data in Case Exhibits 1 & 2, what is your assessment of Twitter’s financial position? Based on your
analysis, what financial performance can reasonably be expected in the near-term future for Twitter? Support
5. From the data provided in the case (Exhibits 1, 2, 6 & 7), how does Twitter’s performance stack up with
Facebook and Snap? Is there a clear winner based on your analysis?