“What Twitter has is a marketing problem. To be clear, while advertising is a part of marketing, marketing is about much more than advertising. It’s also about understanding your market, what their needs are, and how your product meets those needs. I continue to see little evidence Twitter has any idea, and I think their accidental success is largely to blame.”
Twitter was more or less an happy accident. Accidents don’t breed strategy, it seems.
(Twitter also is special in another regard: It is a simple product, meaning it always had few but important features. Every small change can bring with it significant consequences. Doesn’t make it any easier.)