That's the question many analyst are asking as the San Francisco-based social media giant is losing yet another top executive in what has been an ongoing exodus. Jeff Seibert, who was named head of consumer product just last September, is leaving his role and will now take on responsibility for Twitter's new mobile app platform, Fabric.
Seibert marks the latest management shuffle at the beleaguered Twitter, which has now had four heads of product development since 2014.
Just last month, Twitter lost Jana Messerschmidt, head of business development, and Nathan Hubbard, head of media and commerce. Ahead of its quarterly earnings in February, Twitter saw four top executives -- Alex Roetter, head of engineering; Kevin Weil, head of product; Katie Jacobs Stanton, vice president of global media and Brian "Skip" Schipper, vice president of human resources -- depart.
The management shakeup is part of turnaround efforts under co-founder Jack Dorsey, who returned as CEO in October.
"This year, we're focused on delivering on five product priorities -- refining our core service, live-streaming video, creators, safety and developers -- as well as recruiting great talent," said a Twitter spokesperson in an email Tuesday. "We've successfully increased our shipping cadence on our core service and have asked some of our top leaders to take on key roles in the other priority areas."
Twitter remains a big question mark, Ivan Feinseth, chief information officer at research firm Tigress Financial Partners, said via phone Tuesday.
Shares of Twitter were trading down0.9% Tuesday afternoon to $15.13. Its stock is down about 35% year-to-date, and shares are down almost 50% since October.
While the 10-year-old company certainly has name recognition, its brand may be starting to erode as users turn to other platforms including Facebook(FB) - Get Report , Snapchat and Alphabet's (GOOGL) - Get Report Google+ for similar social media offerings.
"I think there's a lack of exceptionalism in the product," said Feinseth who has a neutral rating on Twitter with no price target. He added that "nobody is really sure" whether Twitter is a sinking ship or a company that's undervalued now.
"From an investor's perspective, it's definitely a concern [from the] outside looking in," agreed Mizuho Securities analyst Neil Doshi of Twitter's management shake-up. "I think there's only so much Jack Dorsey can do running two companies."
As Twitter continues trying to fix itself, the company needs to crystallize its product vision and aggressively go after a supporting strategy, Doshi added. Video, in particular, could emerge as a catalyst for attracting new users and bringing back users that might have left Twitter.
"They've really started to push for more video to be shown on Twitter," Doshi said, explaining that Twitter has nicely integrated Periscope and Vine so far. "As you think about Twitter being a live service, there's no better way to describe and show live [events]."
Meanwhile, the big question for Twitter has been its prospects for getting gobbled up by another tech company. But both Feinseth and Doshi are skeptical as to how well this would work out.
While Twitter could eventually get bought by a giant such as Alphabet (GOOGL) - Get Report or Microsoft(MSFT) - Get Report that could shell out the over $10 billion needed to buy the social media company, the question remains whether such an acquisition would be worth the capital, said Feinseth of Tigress.
Twitter reported first-quarter earnings in April, posting $595 million in revenue and $0.15 in earnings per share, versus analyst expectations of $607.8 million in revenue and $0.10 in EPS.
"The whole thing is a question mark. It's not really bad, but it's not really good," said Feinseth. "Investors want to buy in the really good."