How to Get More Out of Twitter with Mass Media Graduation
The social network has faced an uphill battle to regain the trust of its users, who increasingly distrust the platform as its influence grows.
And while the company has been working to change the way people view it and the content it produces, there are still some concerns that the platform’s platform structure will only serve to make things worse.
In a recent article published in the online journal Mass Communication Quarterly, the authors point to several examples of how Twitter’s structure is designed to give content creators the “highest visibility” possible.
For example, if the writer is a celebrity, they might be able to write about that on Twitter for weeks and weeks on end.
But if they’re not a celebrity and are a regular user, they’re only allowed to retweet the article for a limited period of time.
In the case of an article that’s been widely shared on Twitter, there’s no limit on the length of time that they can post it.
In addition, it’s not uncommon for the account to receive more likes and retweets than the writer, as well as followers.
“As the popularity of the content grows, this structure allows the writer to have a disproportionate influence over the distribution of the article,” they wrote.
But Twitter’s “media distribution” structure is problematic for the same reason that mass media companies like Comcast and Time Warner Cable have faced criticism in the past: It has the effect of discouraging creators from working with the company.
“In the end, the goal of a media company is not to build a network,” said Paul Merton, a senior media consultant with the marketing firm eMarketer.
“The goal is to make money.”
While there’s little doubt that the rise of the internet has opened up more opportunities for mass media, Merton believes there’s also a danger in letting the content creators get away with making things up and manipulating the network to their advantage.
“If you’re in a position where you can’t tell people the truth, you’re going to be less likely to build relationships with people,” he said.
“People have a tendency to believe the lies.”
So, how can Twitter improve its relationship with creators?
Here are three steps that Twitter could take to better protect its users.1.
Get the truth out to creatorsFirst, Twitter should take a closer look at the content that’s being shared on its platform.
For example, Mertens said it’s important to include creators who have made a living off their work and are likely to use the platform for their livelihood.
“It’s not that Twitter shouldn’t be able tell them the truth,” he added.
“But they need to be able for that to be their livelihood and not be a way to make a buck.”
Twitter also needs to ensure that the content is accurate and up-to-date.
Merton said that if the creator is not a professional, the company should provide a more detailed description of the source material, rather than just using the source for the headline.
“They need to provide the best and most up-front description of what’s happening,” he explained.2.
Make sure that the creator has a jobThe next step would be to ensure the content creator has earned a job.
“You can’t just give them a platform,” Merton pointed out.
“They need jobs.
That’s what they do.”
In addition, if Twitter can’t be trusted to verify that the source is accurate, it should take steps to prevent content creators from using it.
“You have to have that trust because they need that money,” he pointed out, pointing to the company’s revenue streams.
“That means they need a lot of transparency.”3.
Create a more open environment for creatorsTo ensure that people have the tools they need and can contribute to the conversation, Twitter needs to make sure it can make it easier for them to interact with the platform.
“There’s a big difference between saying, ‘Here’s what you need to do,'” Merton added.
“I think that’s an issue because it’s easy to say, ‘I’m going to create a channel on Twitter,’ and you can go and do that.”
If a creator has already created a channel, they can’t start a new one.
But they can sign up for a channel to start working with a third-party advertiser, like a video ad network, and start contributing content.
“There’s an easy way to be transparent,” Merten added.
“[Twitter] needs to be open about what the platforms are doing, and they need not only to make content available, but they need also to make it easy to engage with people.”
Twitter needs to create some sort of platform that is more accessible to creators.
“For example:If a producer wants to start a channel that will help her get more attention from other artists, she should be able start that channel from within Twitter.
But, if she wants to use her channel for more