Tucker + Twitter: A Less Than Powerful Partnership

Earlier this week, Tucker Carlson posted a video on Twitter announcing that he was coming back and bringing his show to Twitter.

The initial reactions talked about what does this mean for advertisers, Twitter, and Tucker.

I didn’t see much analysis from a strategic standpoint.

Which got me to the question: “How likely is this partnership to work for either Twitter or Tucker Carlson?”

Let’s look at this through the lens of the Power Framework.

The Power Framework, created by Dr. Kamal Munir, at the Judge School of Business at Cambridge talks about a strategy being good by how much power it gives to the organization formulating the strategy.

How do you rate power?

• Vs. Competition
• Vs Suppliers
• Vs. Customers

Using this lens, what does the Tucker Carlson/Twitter mashup really do from a strategic point of view?

The Competition:

Since Elon Musk took over Twitter, we’ve seen a lot of people really rethink their relationship to the platform and in some cases to social media in general.

Twitter was always a smaller platform for social media use, but one that…