Harvard Case - To Kill a Tweeting Bird: The Suspension of Twitter Operations in Nigeria
"To Kill a Tweeting Bird: The Suspension of Twitter Operations in Nigeria" Harvard business case study is written by Harvinder Singh. It deals with the challenges in the field of Strategy. The case study is 11 page(s) long and it was first published on : May 9, 2022
At Fern Fort University, we recommend that the Nigerian government adopt a multi-pronged approach to address the challenges posed by social media platforms like Twitter, balancing freedom of expression with national security and stability. This approach should prioritize dialogue, transparency, and collaboration with stakeholders, including social media companies, civil society organizations, and the public.
2. Background
This case study examines the Nigerian government's decision to suspend Twitter operations in June 2021. The suspension was triggered by the platform's removal of a tweet by President Muhammadu Buhari, which was deemed to be inciting violence against secessionist groups. The government cited the need to curb the spread of misinformation and hate speech as the rationale for the suspension.
The main protagonists in this case are:
- Nigerian Government: The government, represented by President Buhari, was seeking to control the narrative and maintain national security.
- Twitter: The social media platform was caught in the crossfire, facing pressure from both the government and its users.
- Nigerian Citizens: The citizens were caught in the middle of the conflict, deprived of access to information and a vital platform for communication.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks, including:
a) Porter's Five Forces:
- Threat of New Entrants: The social media landscape is highly competitive, with new platforms emerging frequently. This poses a threat to Twitter's dominance, especially if the Nigerian government decides to support alternative platforms.
- Bargaining Power of Buyers: Users have significant bargaining power, as they can easily switch platforms. This makes it difficult for Twitter to impose restrictions on its users without facing backlash.
- Bargaining Power of Suppliers: Twitter relies on technology providers and infrastructure, giving them some bargaining power. However, the platform's global reach and scale provide leverage in negotiating with suppliers.
- Threat of Substitute Products: Numerous alternative social media platforms exist, offering similar functionalities. This creates a strong threat of substitution for Twitter.
- Rivalry Among Existing Competitors: Competition within the social media industry is intense, with platforms constantly vying for users and market share. This creates a dynamic and challenging environment for Twitter.
b) SWOT Analysis:
Strengths:
- Global Reach: Twitter has a large user base worldwide, providing significant potential for growth in Nigeria.
- Brand Recognition: Twitter is a well-known and established platform, with a strong brand reputation.
- Innovation: Twitter is constantly innovating and introducing new features, keeping it relevant and competitive.
Weaknesses:
- Susceptibility to Misinformation: The platform's open nature makes it vulnerable to the spread of misinformation and hate speech.
- Lack of Local Context: Twitter's global focus may lead to a lack of understanding of local nuances and sensitivities in Nigeria.
- Dependence on Government Regulations: Twitter's operations are subject to government regulations, which can be unpredictable and restrictive.
Opportunities:
- Growing Internet Penetration: Nigeria has a rapidly growing internet user base, presenting a significant market opportunity for Twitter.
- E-commerce Growth: The rise of e-commerce in Nigeria creates opportunities for Twitter to leverage its platform for advertising and marketing.
- Government Collaboration: Building a constructive relationship with the Nigerian government could help address concerns and create a more favorable operating environment.
Threats:
- Government Censorship: The Nigerian government's willingness to restrict access to Twitter highlights the threat of censorship.
- Competition from Local Platforms: Local social media platforms are emerging, posing a threat to Twitter's market share.
- Economic Instability: Economic instability in Nigeria could negatively impact Twitter's user base and advertising revenue.
c) Business Model Innovation:
Twitter needs to adapt its business model to address the challenges posed by the Nigerian government and its users. This could involve:
- Localization: Tailoring content and features to meet the specific needs and preferences of Nigerian users.
- Content Moderation: Implementing more robust content moderation policies to combat misinformation and hate speech.
- Community Engagement: Building stronger relationships with Nigerian communities and stakeholders to foster trust and understanding.
d) Corporate Social Responsibility:
Twitter needs to demonstrate its commitment to social responsibility by:
- Promoting Freedom of Expression: Ensuring that its platform is used responsibly and ethically, while respecting the right to free speech.
- Combating Misinformation: Taking proactive steps to combat the spread of misinformation and promote accurate information.
- Supporting Local Communities: Investing in initiatives that benefit Nigerian communities and contribute to their development.
4. Recommendations
The Nigerian government should:
- Engage in Dialogue: Facilitate open and constructive dialogue with social media companies, civil society organizations, and the public to address concerns and find common ground.
- Develop a Comprehensive Policy Framework: Establish clear and transparent regulations governing social media platforms, balancing freedom of expression with national security and public order.
- Promote Digital Literacy: Invest in programs to promote digital literacy among citizens, equipping them with the skills to critically evaluate information and identify misinformation.
- Support Local Platforms: Encourage the development of local social media platforms that are more responsive to the needs and values of Nigerian users.
- Explore Alternative Dispute Resolution Mechanisms: Establish mechanisms for resolving disputes between social media companies and the government, avoiding the need for outright suspensions.
Twitter should:
- Enhance Content Moderation: Implement more effective content moderation policies to address the spread of misinformation and hate speech, while respecting the right to free speech.
- Invest in Local Content: Develop content and features that are relevant and engaging to Nigerian users, fostering a sense of community and belonging.
- Partner with Local Organizations: Collaborate with local NGOs and civil society organizations to promote digital literacy and combat misinformation.
- Build Relationships with the Government: Engage in constructive dialogue with the Nigerian government to address concerns and build trust.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations are aligned with Twitter's mission to connect people and promote free speech, while addressing concerns about the spread of misinformation.
- External Customers and Internal Clients: The recommendations consider the needs of both Nigerian users and the Nigerian government, seeking to create a win-win situation.
- Competitors: The recommendations acknowledge the competitive landscape and encourage Twitter to differentiate itself by focusing on local content and community engagement.
- Attractiveness: The recommendations are expected to lead to increased user engagement, improved brand reputation, and a more stable operating environment for Twitter in Nigeria.
6. Conclusion
The suspension of Twitter operations in Nigeria highlights the complex relationship between social media platforms, governments, and citizens. Finding a balance between freedom of expression, national security, and public order requires a collaborative approach involving all stakeholders. By engaging in dialogue, developing comprehensive policies, and promoting digital literacy, Nigeria can create a more conducive environment for social media platforms to operate while safeguarding its national interests.
7. Discussion
Other alternatives not selected include:
- Permanent Ban: This would have been a drastic measure with significant negative consequences for freedom of expression and access to information.
- Ignoring the Issue: This would have been a risky strategy, potentially leading to further government action and a loss of trust among users.
The key risks associated with the recommendations include:
- Government Resistance: The Nigerian government may be unwilling to engage in meaningful dialogue or implement comprehensive regulations.
- Lack of Resources: Twitter may not have the resources to effectively implement its recommendations, particularly in terms of content moderation and local content development.
- User Backlash: Users may react negatively to changes in content moderation policies or the introduction of new features.
8. Next Steps
The following steps should be taken to implement the recommendations:
- Establish a Dialogue Forum: Within the next month, the Nigerian government should convene a forum to bring together social media companies, civil society organizations, and representatives of the public to discuss concerns and develop a framework for collaboration.
- Develop a Policy Framework: Within three months, the Nigerian government should develop a comprehensive policy framework governing social media platforms, taking into account international best practices and the needs of Nigerian users.
- Launch Digital Literacy Programs: Within six months, the Nigerian government should launch nationwide digital literacy programs to equip citizens with the skills to critically evaluate information and identify misinformation.
- Implement Content Moderation Enhancements: Within six months, Twitter should implement more effective content moderation policies, including the development of a local team to review content and address concerns.
- Invest in Local Content: Within a year, Twitter should invest in developing content and features that are relevant and engaging to Nigerian users, including partnerships with local creators and influencers.
By taking these steps, the Nigerian government and Twitter can work together to create a more positive and productive environment for social media in Nigeria, balancing freedom of expression with national security and stability.
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Case Description
On the evening of June 4, 2021, the Nigerian government ordered the suspension of business operations for Twitter in Nigeria, accusing the social media company of spreading misinformation and fake news and allowing activities that could undermine the corporate existence of Nigeria. The suspension caused anger and outrage in Nigeria and sparked reactions around the world. Four months later, on October 1, 2021, the Nigerian government stated that it was ready to revoke suspension if Twitter agreed to certain prescribed conditions. Twitter was keen to resolve the issue and resume operations in Nigeria, but accepting some of the requirements could compromise its core values. Should Twitter agree to the government's conditions?
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