Kusukela maphakathi nonyaka odlule abaphathi abaphezulu baphoqa lowo owayeyi-CEO ye-Twitter ukuthi ashiye phansi umsebenzi, amanzi ancipha kakhulu enkampanini. UJack Dorsey, ongumsunguli wesikhulumi, waphoqeleka ukuba abuyele kule nkampani esikhundleni se-CEO, kepha kubonakala sengathi izinyathelo zakamuva azibathandi ngokuphelele abaphathi bomongameli benkampani ye-microblogging. Ngempelasonto eyedlule, abaphathi bezinkampani ezinhlanu bamemezele ukuthi bayayeka ukuphumula isizini, ngemuva kokuphikisana nomphathi wamanje uJack Dorsey. Kulokhu kumele sengeze ukuthi ngonyaka odlule i-8% yabasebenzi yadilizwa.
Ngaphezu kwalokho, ipulatifomu ayenzi nzuzo njengoba kufanele futhi yehluleka ukuheha abasebenzisi abaningi kupulatifomu yayo yize kunentuthuko yakamuva njengenkonzo yayo yevidiyo nokuthi kungenzeka ukuthi muva nje izungeze inkampani susa umkhawulo wezinhlamvu eziyi-140 kumyalezo ngamunye. Lokhu kuqedwa kuzoqeda ubulula, ingqikithi yenkampani. Okuhle nge-Twitter ukuthi ngezinhlamvu eziyi-140 kufanele usho umlayezo wakho ngokucacile nangokufishane, ngaphandle kokuphambuka.
Ukuzama ukwenza ngcono ubudlelwane be-Twitter nayo yonke imvelo yayo, amahemuhemu wakamuva asikisela lokho UNatalie Kerris, owayekade eyi-Apple PR iminyaka eyi-14, futhi owashiya isikhundla sakhe ngo-Ephreli odlule ngenhloso yokuthatha umhlalaphansi, angaya ezinhlwini zeTwitter. UNatalie uzongena esikhundleni sikaGabriel Sticker, osanda kushiya inkampani. futhi uzobe esebenza ngokubambisana nommeli jikelele wenkampani.
Kepha lokhu hhayi ukusayinwa kwakamuva kwe-Twitter kothile ovela ku-Apple. NgoDisemba odlule, inkampani yaqasha iphini likamongameli uJeffrey Siminoff wezinhlobonhlobo nokufakwa e-Apple, owashiya isikhundla sakhe eCupertino wajoyina i-Twitter.