Twitter’s Ongoing Growing Pains With Its Business

Yet even as management tackles its executive and product problems, a major challenge looms: Twitter needs to figure out what it wants to be when it grows up. It’s one of the reasons Dorsey is back at Twitter, but coming up with Twitter’s raison is a tall order for a visionary who has another big job. Twitter CEO Costolo insists that the company isn’t a “social network.” But what is it? A media company? A communications tool? Or even something more? Twitter executives need to answer those questions, and fast.