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Twitter Launches New Bot Labels to Identify Bot Accounts In-Stream

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Twitter Launches New Bot Labels to Identify Bot Accounts In-Stream


Twitter is taking the next step in adding more transparency to the tweet process by rolling out its new bot labels, which developers will now be able to voluntarily add to automated accounts.

As you can see in this example, now, bot accounts on Twitter will be displayed with a new robot icon next to the profile name, and a marker denoting that the account is automated.

The same will also be displayed in the tweet feed, with an ‘Automated’ tag beneath the profile name on tweets.

Twitter’s using the voluntary labels as a means to help highlight ‘Good Bots’, as opposed to bot accounts that are used for negative purpose.

As explained by Twitter:

#GoodBots help people stay apprised of useful, entertaining, and relevant information from fun emoji mashups to breaking news. The label will give people on Twitter additional information about the bot and its purpose to help them decide which accounts to follow, engage with, and trust.”

So it’s not designed to be an all-encompassing, bot vs human-controlled identifier at this stage. But it’s a step in that direction – and with bots long being identified as a key problem on the platform, it could, eventually, be a key element in combating misuse. 

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Twitter’s been developing the new bot identifier for some time, and launched a live test of the option back in September. Twitter also rolled out an update for developers back in 2020 which made the identification of bot accounts a requirement of using its platform. That, essentially, means that operating a bot account without declaring that it’s a bot is against Twitter’s rules, which gives the platform more direct means to remove accounts which don’t disclose such.

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The new bot labels are the next step, which, at least in theory, should mean that all legitimate bot accounts on the platform will now be labeled as such, which will make it easier for users to understand who and what they’re engaging with, and could have a big impact on content distribution and amplification.

Maybe.

While Twitter is implementing new rules around bot usage, that doesn’t mean that those seeking to use bots for negative purpose will adhere to such.

As noted, Twitter bots have repeatedly been identified as a key distributor of misinformation and/or divisive messaging, with people using bots to influence tweet trends and make movements appear more popular than they are.

In the wake of the 2016 US Election, for example, researchers uncovered “huge, inter-connected Twitter bot networks” which had been used to influence political discussion, the largest of which incorporating some 500,000 fake accounts. In 2018, Wired reported that bot profiles often dominated political news streams, with bots contributing up to 60% of tweet activity around some events.

Even more recently, reports have suggested that the Chinese Government has been using social media bots to ‘advance an authoritarian agenda’ via global trends.

These types of operators are not likely to voluntarily disclose themselves via these new labels, so while Twitter’s new bot tags are a good thing for general transparency, they won’t necessarily stop the misuse of bots for such actions.   

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But maybe, as noted, they’re another step in the right direction, and in combination with more specific rules on the use of bots, and improved detection processes, Twitter’s now taking more direct steps in addressing its bot problem, and helping users avoid potential manipulation.

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It can only help – Twitter’s new bot labels are being rolled out to all self-reported bot accounts from today.





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New Legal Challenges Could Further Impact Elon Musk’s Twitter Takeover Push

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Elon Musk Mulls Tender Offer for Twitter as an Alternative Path to Take Over the App

So as the fifth week of the Elon Musk Twitter takeover drama comes to a close, let’s just check in on how things are progressing.

Oh, it’s bad. Nothing good to see here.

This week, as Musk maintains that his $44 billion takeover offer remains ‘on hold’ due to questions over the accuracy of Twitter’s claim that 5% of its active users are fake, Twitter itself has faced its own drama, connected to the takeover push.

Having already lost several top executives, either directly or indirectly stemming from the pending change in ownership (as well as former CEO Jack Dorsey exiting the company entirely), Twitter is now facing a battle over its board members, with Silver Lake Partners’ Egon Durban resigning from the board after Twitter shareholders blocked his re-election.

Durban was given a Twitter board seat in 2020, following a push by Elliott Management Group to buy up Twitter shares, and force Jack Dorsey out of his position as CEO. Elliott’s view was that Dorsey was underperforming, and it partnered with Silver Lake to put pressure on the company to either improve its bottom line, or accept a change in management.

That lead to Twitter implementing tough new revenue and growth targets, which it recently admitted that it’s not on track to meet.  

In addition to his work with Twitter and various other public companies, Durban has also been a longtime ally of Elon Musk, and earlier this week, Twitter shareholders voted to stop Durban from being re-appointed, in a move that many viewed as a statement of protest, of sorts, from Twitter investors.

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But as with all things Elon and Twitter, it’s not that simple – today Twitter itself has refused to accept Durban’s resignation.

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In a statement to the SEC, Twitter explained that Durban’s board re-election was likely rejected by shareholders due to him also serving on the board of six other publicly traded companies. Durban has vowed to take a step back from these other commitments, which Twitter says is enough to keep him on its team.

As per Twitter:

“While the Board does not believe that Mr. Durban’s other public company directorships will become an impediment if such engagements were to continue, Mr. Durban’s commitment to reduce his board service commitment to five public company boards by the Remediation Date appropriately addresses the concerns raised by stockholders with regard to such engagements. Accordingly, the Board has reached the determination that accepting Mr. Durban’s Tendered Resignation at this time is not in the best interests of the Company.”

Why does Twitter want to keep Durban on? It’s hard to say – especially given that Musk has noted that he’ll be looking to eliminate Twitter’s board if/when he becomes the platform’s owner.

The inclusion of representatives from key investors, however, may ensure Twitter maintains a level of stability, in case the deal goes south.

And there could be another key reason to maintain the link between Twitter’s board and Musk.

On another front, Twitter shareholders are also mulling a class-action lawsuit against Elon Musk over his Twitter takeover push, based on the allegation that Musk has ‘violated California corporate laws on several fronts’ with his Twitter acquisition commentary, effectively engaging in market manipulation.

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As reported by CNBC:

In one potential violation, they claim that Musk financially benefited by delaying required disclosures about his stake in Twitter and by temporarily concealing his plan in early April to become a board member at the social network. Musk also snapped up shares in Twitter, the complaint says, while he knew insider information about the company based on private conversations with board members and executives, including former CEO Jack Dorsey, a longtime friend of Musk’s, and Silver Lake co-CEO Egon Durban, a Twitter board member whose firm had previously invested in SolarCity before Tesla acquired it.”

Maybe that’s why Twitter wants to keep Durban in-house, due to both his past dealings with Musk, which may help ease the deal through, or to assist shareholders in their class action.

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Durban’s current participation likely doesn’t hold any additional legal clout in this respect, but there may be some linkage between these two aspects of the increasingly messy Twitter deal.

And yes, there is still a possibility that the Musk takeover may not happen.

Musk himself has repeatedly and publicly vowed that he will not pay for the company unless it can convince him that its data on fake profiles is accurate – though Twitter maintains that there’s no such thing as the deal being ‘on hold’ and it’s continuing to prepare for the final transaction to be approved.

But there may also be other complications, with the SEC now investigating Musk’s conduct in the lead-up to his Twitter takeover push. Add to that his many public criticisms and disclosures, which border on market manipulation (as per the proposed shareholder action) and there could well be a breakpoint for Musk’s Twitter deal, where authorities simply veto the process entirely due to his conduct.

Could that be Musk’s plan? Various analysts have suggested that Musk is looking for a way out of the acquisition, and while the overall sentiment is that Musk will, eventually, be forced to pay-up, and take ownership of the app, there are still some legal cracks that he could explore that could end the transaction.

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Which would be a disaster for Twitter.

While investors are unhappy with Musk right now, especially since his various comments and critiques have tanked the stock, Musk walking away would leave Twitter in a much lesser state, with many product leaders gone, and a declining share price that would be difficult to correct, given the various questions raised by Musk about its processes.

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Could Twitter get itself back on track, and back to growth, if Musk were to abandon his takeover push?

In essence, Musk walking away would be a big, public statement that Twitter is not a good investment, and as the media hype dies down, that could see interest in the app decline even further, harming growth for, potentially, years to come.

Maybe that, then, is Musk’s real intent here – to harm the company so much that it has no choice but to accept a lower offer price, which could save Elon himself millions in his takeover bid.

Either way, right now, it’s not looking good, and there are many moving parts that must be keeping current Twitter CEO Parag Agrawal up at night.

It still seems like the Elon era is coming, but when, exactly, is a whole other question.

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