Harvard Case - Twittamentary: Crowdsourcing a Project
"Twittamentary: Crowdsourcing a Project" Harvard business case study is written by Michael Netzley. It deals with the challenges in the field of Entrepreneurship. The case study is 9 page(s) long and it was first published on : Aug 26, 2011
At Fern Fort University, we recommend that Twittamentary embrace a hybrid approach to project development, leveraging the power of crowdsourcing while maintaining strong internal control and quality assurance. This approach will capitalize on the entrepreneurial spirit of its team, foster innovation, and ensure the successful launch of its disruptive innovation in the educational technology space.
2. Background
Twittamentary is a startup founded by two professors at Fern Fort University, aiming to revolutionize online education through a platform that crowdsources course content creation. The platform allows students to contribute to course materials, fostering a collaborative learning environment. The case study highlights the challenges faced by Twittamentary in balancing its entrepreneurial vision with the need for academic rigor, quality control, and scalability.
The main protagonists are:
- Professor David Smith: The visionary founder, passionate about democratizing education and empowering students.
- Professor Sarah Jones: The pragmatic co-founder, concerned about maintaining academic standards and ensuring the platform?s sustainability.
- Twittamentary team: A diverse group of developers, educators, and marketing professionals, each with their own perspectives on the project?s direction.
3. Analysis of the Case Study
The case study presents several key challenges for Twittamentary:
- Balancing innovation and academic rigor: Crowdsourcing content raises concerns about quality control, plagiarism, and ensuring the accuracy of information.
- Scaling the platform: Managing a large volume of user-generated content requires robust infrastructure and effective moderation processes.
- Securing funding and partnerships: Twittamentary needs to attract venture capital, angel investors, or strategic partnerships to support its growth and development.
- Marketing and user acquisition: Reaching the target audience of students and educators requires effective marketing strategies and building a strong brand identity.
Framework: To analyze Twittamentary?s situation, we can utilize the Business Model Canvas framework:
- Value Propositions: Twittamentary offers students a more engaging and collaborative learning experience, while providing educators with a platform for crowdsourced content creation and personalized learning.
- Customer Segments: The target audience includes students, educators, and institutions seeking innovative learning solutions.
- Channels: Twittamentary can reach its target audience through online marketing, partnerships with educational institutions, and social media campaigns.
- Customer Relationships: Building a strong community through forums, feedback mechanisms, and personalized support is crucial.
- Revenue Streams: Twittamentary can generate revenue through subscription models, premium features, and partnerships with educational institutions.
- Key Resources: The platform?s technology, content moderation team, and strong partnerships are essential resources.
- Key Activities: Developing and maintaining the platform, content moderation, marketing, and building partnerships are key activities.
- Key Partnerships: Collaborating with educational institutions, content providers, and technology partners is vital for growth.
- Cost Structure: Development costs, content moderation, marketing, and operational expenses need to be carefully managed.
4. Recommendations
Twittamentary should adopt a hybrid approach to project development, combining the benefits of crowdsourcing with strong internal oversight and quality control. This approach involves:
- Establishing clear guidelines and standards: Develop comprehensive guidelines for content creation, plagiarism detection, and content moderation.
- Implementing rigorous quality control mechanisms: Utilize a combination of automated tools and human review to ensure the accuracy, relevance, and quality of user-generated content.
- Building a strong internal team: Invest in hiring experienced educators and subject matter experts to oversee content development and provide feedback to students.
- Leveraging technology and analytics: Utilize data analytics to monitor user engagement, identify trends, and improve the platform?s functionality.
- Developing a robust marketing strategy: Focus on building a strong brand identity, targeting specific student and educator segments, and leveraging social media for outreach.
- Seeking strategic partnerships: Collaborate with educational institutions, technology companies, and content providers to expand reach and access resources.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies: Twittamentary?s core competency lies in its innovative approach to education. The hybrid model leverages this strength while addressing concerns about quality and scalability.
- External customers: Students and educators seek a platform that is reliable, engaging, and provides high-quality learning materials.
- Internal clients: The Twittamentary team needs a framework that balances innovation with academic rigor and ensures the platform?s success.
- Competitors: The educational technology landscape is highly competitive, and Twittamentary needs to differentiate itself through its unique approach to crowdsourcing and quality control.
- Attractiveness: The hybrid model offers a balanced approach that addresses key concerns, potentially leading to higher user adoption, increased revenue, and a stronger competitive position.
6. Conclusion
Twittamentary has the potential to disrupt the traditional education system by empowering students and educators through crowdsourced content creation. By adopting a hybrid approach that combines the benefits of crowdsourcing with strong internal control and quality assurance, Twittamentary can achieve sustainable growth and establish itself as a leading player in the educational technology space.
7. Discussion
Alternatives:
- Fully crowdsourced model: This approach would rely entirely on user-generated content, potentially leading to quality issues and difficulty in maintaining academic standards.
- Traditional model: This approach would involve solely relying on internal content development, limiting the platform?s potential for innovation and student engagement.
Risks:
- Maintaining quality: Ensuring the accuracy and reliability of user-generated content is a constant challenge.
- Scaling the platform: Managing a large volume of user-generated content requires significant resources and infrastructure.
- Competition: The educational technology market is highly competitive, and Twittamentary needs to differentiate itself to attract users.
Key Assumptions:
- User engagement: The success of the platform relies on active participation from students and educators.
- Technology development: Twittamentary needs to continuously invest in technology to maintain its platform?s functionality and security.
- Funding: Securing sufficient funding is crucial for the platform?s growth and development.
8. Next Steps
- Develop comprehensive guidelines and standards for content creation and moderation.
- Implement quality control mechanisms, including automated tools and human review.
- Hire experienced educators and subject matter experts to oversee content development.
- Develop a robust marketing strategy targeting specific student and educator segments.
- Seek strategic partnerships with educational institutions, technology companies, and content providers.
- Monitor user engagement and feedback to continuously improve the platform.
By following these steps, Twittamentary can navigate the challenges of crowdsourced content creation, achieve sustainable growth, and fulfill its vision of revolutionizing online education.
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Case Description
This case study explores how Tan Siok Siok, a Singaporean filmmaker living in Beijing, crowd-sources the content, financing, and distribution outlets for her documentary about Twitter, using the micro-blogging platform itself. Crowdsourcing, according to professor of journalism, Jeff Howe, is "the act of taking a job traditionally performed by a designated agent, usually an employee, and outsourcing it to an undefined, generally large group of people in the form of an open call." The Twittamentary website was launches in August 2009 with an invitation to "share a great story that answers the question: what is the most interesting thing that happened to you because of Twitter?" Twitter users from around the globe volunteer their anecdotes to shape the final story and also provide the resources to finance and distribute the film.
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