Almost five months after the initial launch of its Communities option, which enables users to share tweets with topic-aligned groups of users in the app, Twitter has today announced that Android users can also now engage in Communities, expanding access to these more dedicated discussion spaces.
Communities is essentially Twitter’s answer to Facebook groups or Reddit subreddits, moving away from the traditional ‘public square’ approach of tweeting and providing another way to form community around specific subjects in the app.
Though how successful Communities have been thus far is questionable. Most Communities, based on anecdotal evidence, are not highly active, with a part of the problem being that they’re largely obsolete, and restrictive, which goes against the established incentive devices of the app.
On the first point, given that most regular Twitter users have already curated a list of people they want to hear from in their feeds, Communities doesn’t really serve any significant purpose in keeping up to date with your key topics of interest.
It could, of course, enable you to find new tweet discussions to join, which could expand your tweeting activity, but with Communities currently being either ‘invite-only’ or ‘open to all’, that means that you either need to know somebody already in an interest area to gain access (and community discovery is not overly intuitive), while ‘open to all’ groups are generally filled with spam – which even the invited groups are as well, to a degree, due to flaws in the joining process (each new member can invite five of their own connections).
Twitter is working to address this, with a new ‘request to join’ option, where community admins will be able to approve or deny requests. That could help to improve the situation, but right now, the existing process is problematic in some respects.
On the second note, prolific tweeters already have far more followers on their personal handles than they can reach within a Community, so tweeting exclusively to Communities, only to see less engagement on their comments, isn’t an overly appealing prospect.
Sure, you could share your opinion direct to a community, and get no likes or replies, but why do that when you could share the same with your own, established audience who are more likely to respond. And because Twitter has already engrained Likes and replies as social currency on the platform, the incentive to tweet drives more users to the biggest response surface, which reduces the motivation to share to Communities.
As noted, Twitter is working on some of these elements, including discoverability, which could improve the Communities experience.
we’ve now made it easier to share a Community on iOS!
so share them with your followers, mutuals, anyone you think would like it pic.twitter.com/17BYtvlJDl
— Twitter Communities (@HiCommunities) January 6, 2022
Maybe. No doubt some Twitter Communities are already highly active, but right now, as it stands, it doesn’t look like Communities is set to become a major element of tweet engagement, unless Twitter can refine the offering, and re-ignite interest.
Maybe Android access will change this – and ultimately, Twitter has the engagement data, it knows how active people are in Communities, and whether it’s worth pursuing further in future.
Will it go the way of Fleets, or can Communities become a bigger part of the tweet experience?
We’ll know more later in the year, now that all users can access the option.
Twitter Faces Advertiser Boycott Due to Failures to Police Child Abuse Material
Twitter’s no good, very bad year continues, with the company this week being forced to inform some advertisers that their ads had been displayed in the app alongside tweets soliciting child pornography and other abuse material.
As reported by Reuters:
“Brands ranging from Walt Disney, NBCUniversal and Coca-Cola, to a children’s hospital, were among some 30 advertisers that have appeared on the profile pages of Twitter accounts that peddle links to the exploitative material.”
The discovery was made by cybersecurity group Ghost Data, which worked with Reuters to uncover the ad placement concerns, dealing another big blow to the app’s ongoing business prospects.
Already in a state of disarray amid the ongoing Elon Musk takeover saga, and following recent revelations from its former security chief that it’s lax on data security and other measures, Twitter’s now also facing an advertiser exodus, with big brands including Dyson, Mazda and Ecolab suspending their Twitter campaigns in response.
Which, really, is the least concerning element about the discovery, with the Ghost Data report also identifying more than 500 accounts that openly shared or requested child sexual abuse material over a 20-day period.
Ghost Data says that Twitter failed to remove more than 70% of the accounts during the time of the study.
The findings raise further questions about Twitter’s inability, or willingness, to address potentially harmful material, with The Verge reporting late last month that Twitter ‘cannot accurately detect child sexual exploitation and non-consensual nudity at scale’.
That finding stemmed from an investigation into Twitter’s proposed plan to give adult content creators the ability to begin selling OnlyFans-style paid subscriptions in the app.
Rather than working to address the abundance of pornographic material on the platform, Twitter instead considered leaning into it – which would undoubtedly raise the risk factor for advertisers who do not want their promotions to appear alongside potentially offensive tweets.
Which is likely happening, at an even greater scale than this new report suggests, because Twitter’s own internal investigation into its OnlyFans-esque proposal found that:
“Twitter could not safely allow adult creators to sell subscriptions because the company was not – and still is not – effectively policing harmful sexual content on the platform.”
In other words, Twitter couldn’t risk facilitating the monetization of exploitative material in the app, and because it has no way of tackling such, it had to scrap the proposal before it really gained any traction.
With that in mind, these new findings are no surprise – but again, the advertiser backlash is likely to be significant, which could force Twitter to launch a new crackdown either way.
For its part, Twitter says that it is investing more resources dedicated to child safety, ‘including hiring for new positions to write policy and implement solutions’.
So, great, Twitter’s taking action now. But these reports, based on investigation into Twitter’s own examinations, show that Twitter has been aware of this potential issue for some time – not child exploitation specifically, but adult content concerns that it has no way of policing.
In fact, Twitter openly assists in the promotion of adult content, albeit inadvertently. For example, in the ‘For You’ section of my ‘Explore’ tab (i.e. the front page of Explore in the app), Twitter continuously recommends that I follow ‘Facebook’ as a topic, based on my tweets and the people I follow in the app.
Here are the tweets that it highlighted as some of the top topical tweets for ‘Facebook’ yesterday:
It’s not pornographic material as such, but I’m tipping that if I tap through on any of these profiles, I’ll find it pretty quick. And again, these tweets are highlighted based on Twitter’s own topical tweets algorithm, which is based on engagement with tweets that mention the topic term. These completely unrelated and off-topic tweets are then being pushed by Twitter itself, to users that haven’t expressed any interest in adult content.
It’s clear, based on all the available evidence, that Twitter does have a porn problem, and it’s doing little to address it.
Distributors of adult content view Twitter as the best social network for advertising, because it’s less restrictive than Facebook, and has much broader reach than niche adult sites, while Twitter gains the usage and engagement benefits of hosting material that other social platforms would simply not allow.
Which is likely why it’s been willing to turn a blind eye to such for so long, to the point that it’s now being highlighted as a much bigger problem.
Though it is important to note that adult content, in itself, is not inherently problematic, among consenting adult users at least. It’s Twitter’s approach to child abuse and exploitative content that’s the real issue at hand.
And Twitter’s systems are reportedly ‘woefully inadequate’ in this respect.
As reported by The Verge:
“A 2021 report found that the processes Twitter uses to identify and remove child sexual exploitation material are woefully inadequate – largely manual at a time when larger companies have increasingly turned to automated systems that can catch material that isn’t flagged by PhotoDNA. Twitter’s primary enforcement software is “a legacy, unsupported tool” called RedPanda, according to the report. “RedPanda is by far one of the most fragile, inefficient, and under-supported tools we have on offer,” one engineer quoted in the report said.”
Indeed, additional analysis of Twitter’s CSE detection systems found that of the 1 million reports submitted each month, 84% contain newly-discovered material – ‘none of which would be flagged’, by Twitter’s systems.
So while it’s advertisers that are putting the pressure back on the company in this instance, it’s clear that Twitter’s issues stem far beyond ad placement concerns alone.
Hitting Twitter’s bottom line, however, may be the only way to force the platform to take action – though it’ll be interesting to see just how willing and able Twitter is to enact a broader plan to address such amidst of its ongoing ownership battle.
Within its takeover agreement with Elon Musk, there’s a provision which states that Twitter needs to:
“Use its commercially reasonable efforts to preserve substantially intact the material components of its current business organization.”
In other words, Twitter can’t make any significant changes to its operational structure while it’s in the transition phase, which is currently in debate as it headed for a courtroom battle with Musk.
Would initiating a significant update to its CSE detection models qualify as a substantial change – substantial enough to alter the operating structure of the company at the time of the initial agreement?
In essence, Twitter likely doesn’t want to make any major changes. But it might have to, especially if more advertisers join this new boycott, and push the company to take immediate action.
It’s likely to be a mess either way, but this is a huge concern for Twitter, which should be rightfully held to account for its systemic failures in this respect.
Twitter Faces Advertiser Boycott Due to Failures to Police Child Abuse Material
Resolve the Data Discrepancy Conundrum in Your Supply Chain Cycles with Blockchain
Powering the Astounding Journey of A Plague Tale: Requiem with Xbox Series X|S
Google September Core Update & Product Reviews Update Both Completed On September 26th
8 Best Tactics to Lead a Team with Zero Experience
Google Announces 5 Changes Coming To Mobile Search
Leveraging Blockchain and NFT in E-commerce
9 Best Affiliate Programs for Beginners (Any Niche)
How to Formulate a More Effective Approach to TikTok Marketing [Infographic]
Let’s Get Ready for Overwatch 2
How to Create UTM Tracking URLs on Google Analytics
Google Is Not Yet Done Rolling Out The Helpful Content Update
How to Target Keywords With Blog Posts
Google On Why Helpful Content Update Seems Quiet
If You Love Escape Rooms, You’ll Love the Elaborate Puzzles of Zero Escape: Zero Time Dilemma
Why & How Machine Learning Took Over Paid Advertising
Google Updates Documentation On Meta Descriptions
Google Learning Video Structured Data Docs Breaks Out educationalLevel
How to limit your reliance on canonicals and boost crawl efficiency
Explore the Path to Digital Future: Interconnect, Integrate and Innovate