The Journey of Facebook and X (Twitter): Lessons for Your Business

Footprints with Facebook and Twitter logos in the snow depict the journey of Facebook and Twitter

Facebook and Twitter are undoubtedly two of the most popular social media platforms on the planet. With a total of about 3.5 billion users, these platforms have dominated digital spaces for the past two decades. But how did they get here? It sure has been a long journey to the top, or has it? Join us as we explore the Facebook and Twitter journey over the years, discussing their highs, lows, and milestones they have achieved along the way! 

1. The Facebook Journey


street arrow with facebook logo depict the journey of facebook


On February 4, 2004, in a dorm room at Harvard University, one gentleman invented something that would change the social media scene forever — Facebook. Mark Zuckerberg, yes you guessed that right, initially made Facebook with the goal of creating a directory of information for college students. However, plans significantly changed as you are about to find out in the Facebook journey.

Early Stages – (2004-2010s)

While Facebook was the first of its kind in history, the concept of online social networking wasn’t entirely new. The platform’s exclusivity to college students lent it an air of sophistication, leading to a rapid expansion to other Ivy League institutions and eventually to universities across the United States and beyond.

One key feature that contributed to Facebook’s early popularity was the “News Feed,” introduced in 2006. This stream of updates, activities, and posts from friends created a dynamic and constantly updating experience for users. However, the introduction of the News Feed also sparked privacy concerns, as users grappled with the idea of their actions being visible to a broader audience.

In 2007, Facebook took a significant step toward becoming the global powerhouse it is today by opening its doors to the general public. Previously limited to individuals with a university or college email address, Facebook now allowed anyone with a valid email to join the platform. This move marked a turning point, setting the stage for the platform’s rapid expansion and transformation into a cultural and technological phenomenon.

Established Tech Giant (2010s-2020s)


The green and minimalist interior design style of Facebook's office.


As Facebook transitioned from its early stages to becoming an established digital giant, the platform’s user base, features, and cultural impact continued to expand. The years between 2010s and the 2020s witnessed significant developments that solidified Facebook’s position as the leading social media platform

Growth and Platform Innovations

The decision to open Facebook to the general public in 2007 marked a pivotal moment. During this timeline, the platform introduced various features that would become integral to its identity. For instance, the “Like” button, launched in 2009, revolutionised how users engaged with content. It allowed individuals to show appreciation for posts, photos, and updates without having to leave a comment. This seemingly simple feature transformed into a powerful form of social validation and engagement, shaping user behaviour and content popularity.

The Rise of the News Feed and Room for Business Marketing 

The News Feed, introduced in the previous phase, evolved to become a central hub for content consumption. Users could now see not only their friends’ updates but also content from pages they followed. This change laid the foundation for businesses and brands to establish a presence on Facebook. As a result, it gradually transformed it into a platform for digital marketing and booked its space in the future of advertising.

Facebook also introduced “Pages” in 2007, enabling businesses, public figures, and organisations to create dedicated profiles for brand promotion. That move marked Facebook’s journey toward becoming not just a social network, but a platform that facilitated connections between individuals and their favourite brands.

What Has Been Facebook’s Major Setbacks?

So, has it been all beds and roses for Facebook? Not at all! As the platform’s user base grew exponentially, it brought forth a host of concerns regarding privacy and data security. Facebook faced intense scrutiny over how it managed user data and shared information with third parties. This raised tough questions about the potential misuse of personal information. Here, we take a look at some of the biggest challenges and privacy concerns Facebook has faced over the years;

  • Cambridge Analytica Scandal (2018): In a watershed moment, the Cambridge Analytica scandal exposed Facebook’s vulnerability to data misuse. The revelation that millions of users’ data had been harvested for political purposes raised global concerns over privacy and ethical data handling. The incident led to regulatory investigations, congressional hearings, and Facebook’s pledge to tighten data access controls. 
  • The 2016 Presidential Elections: Facebook’s expansive reach made it a target for misuse during pivotal elections, most notably the 2016 US Presidential election. The platform became a conduit for the dissemination of disinformation and divisive content, igniting discussions about the role of social media in influencing democratic processes and public opinion. 
  • Data breaches and security: In the wake of the Cambridge Analytica scandal, the platform faced robust scrutiny over data breaches and security. Multiple instances of data breaches exposed users’ personal information and jeopardised Facebook’s security measures. This is around the time when the #DeleteFacebook movement hit fever pitch, with lots of users threatening to quit the platform. 

These challenges underscore that even the largest companies encounter hurdles, and how they respond speaks volumes about their dedication to accountability. Facebook’s journey demonstrates its willingness to adapt and initiate change, which resonates with our ethos of helping brands maximise their potential regardless of obstacles they encounter. The ability to bounce back from setbacks exemplifies the resilience and determination that are integral to both Facebook’s journey and MIU’s commitment to its clients.



2. The Twitter Journey


yellow arrow with X Twitter logo depic the journey of twitter


The Twitter journey is a testament to how a simple idea can transform into a global platform that shapes communication, information sharing, and societal discourse. Invented in 2006 by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams, Twitter emerged as a microblogging platform that allowed users to share short updates. This unique constraint led to concise and focused communication that fostered real-time interactions. 

The Early Days and Growth

In its early years, Twitter’s growth was modest, and it struggled to define its purpose. However, its role in breaking news stories and facilitating rapid information dissemination quickly set it apart. The platform became a go-to source for real-time updates on global events, emergencies, and cultural phenomena, with users actively shaping global discussions.

As Twitter gained momentum, it evolved into a platform that transcended personal updates. Celebrities, politicians, activists, and businesses flocked to Twitter to engage with audiences directly, leading to a democratisation of influence. The 140-character limit became both a challenge and an opportunity for users to craft impactful messages within tight constraints.

Twitter’s journey also saw its expansion beyond text. The inclusion of images, videos, and GIFs enriched the platform’s communicative potential as it allowed users to convey more nuanced messages. Besides, the introduction of the “Twitter Moments” feature curated top tweets around specific events, making it easier for users to follow ongoing stories and trends. Fast-forward to 2023, tech billionaire Elon Musk purchased Twitter in a staggering $40B deal. Since then, the platform has undergone a raft of changes including rebranding to X.

The Lowest Moments in Twitter’s Journey?


Cafetaria at Twitter's office


Just like Facebook, Twitter’s growth was not without challenges. The platform struggled with issues of harassment, abuse, and the spread of misinformation. Striking a balance between fostering open conversation and maintaining a safe environment proved to be a persistent challenge, requiring the company to implement stricter moderation and reporting mechanisms. Some of the notable issues Twitter has faced include;

  • Hate speech and harassment: The platform’s open and real-time nature made it susceptible to the proliferation of hate speech and online harassment. Users experienced a barrage of abusive content, highlighting the challenge of balancing free expression with the need for a safe and inclusive online community. Besides, Twitter faced criticism for its response to harassment cases, prompting introspection and initiatives to enhance reporting mechanisms. 
  • Role in political discourse and propaganda: Twitter’s significance in shaping political conversations triggered controversies over its role in the spread of misinformation. Instances of bots and fake accounts amplifying certain narratives led to debates about the platform’s responsibility in spreading misinformation. This was particularly during elections and the validity of presidential results. , it is widely believed that it is a single tweet that led to the Jan 6th insurrection at the American Congress. 
  • Misinformation during the COVID-19 Pandemic: Amid the global pandemic, Twitter faced challenges related to the misinformation about COVID-19. False claims, misleading information, and conspiracy theories proliferated on the platform, posing a risk to public health. Twitter’s response involved introducing labels, fact-checking mechanisms, and collaborating with health authorities to counteract the spread of misinformation.

In an effort to keep the platform in check, governments made moves to regulate social media platforms by passing monitoring laws. For example, Singapore implemented the POFMA act in May 2019 to regulate online falsehoods and manipulations.


Let’s Walk This Journey Together 

The captivating journeys of Facebook and Twitter stand as guiding beacons to businesses. At MIU, we understand the transformative power of these platforms. Just as Facebook evolved from its early stages to become a global powerhouse, and Twitter’s real-time conversations reshaped online interaction, MIU is here to help you resonate and engage with your audience. Through the lens of these social media giants, we tailor campaigns that not only connect but also catalyse growth. Let’s walk this journey together!