Is Twitter Too Confusing? CEO Says Immediate Changes Are Coming

July 29, 2015  |  

 

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With the rise of Black Twitter and other social groups taking to the platform, it would seem as though more and more people are actually getting the 140-character site right. But the company is actually facing a few problems.

Sure, active Twitter users are typically ALL in, but the company is realizing those that are not active on Twitter find the platform hard to adjust to. The company’s co-founder and interim CEO Jack Dorsey highlighted this issue on Tuesday promising to get Twitter to do better.

Dorsey spoke with investors during the company’s earnings call and revealed that the platform’s recently launched features did very little in efforts to acquire new users who not only join but remain active reported CNN.

“This is unacceptable and we’re not happy,” said Dorsey.

The company plans to make immediate changes to turn things around for the better. Dorsey mentioned the company must have more “disciplined” execution, make the platform easier to use so new users adjust quickly and market the social media site so that people understand why Twitter is an important platform to use.

Dorsey mentioned Twitter needed to be “the best microphone” in the world to assist people in voicing their opinions and widening their network. The voicing of opinions has certainly been seen within the past year with the #BlackLivesMatter campaign or any culturally appropriated article Black Twitter felt needed to be “corrected.”

But the company is looking for growth and new users who are making a slow transition to join and stay active.

“‘Why Twitter’ must be articulated clearly,” Dorsey said. “What should you expect from Twitter? To be as easy as looking out your window to see what’s happening. To show you what’s happening in the world (first), directly from the source.”

Growth can only happen if the mass market understands the platform and experiences the connections themselves.

The hashtag site will now have to spend more money and time developing ways to explain the benefits of the 140-character limit as well as making changes to the way it works.

Possible changes may include timelines no longer showing posts in reverse chronological order and more trending topics and tweets curated by users.

“This is both a product issue and a marketing issue,” said Twitter CFO Anthony Noto.

Twitter has seen a good quarter in the last three months, adding two million new users  and made more money than expected. But keeping active users has been a problem.

Tuesday’s earnings report call was broadcast on Periscope, the company’s live-stream service for the first time and it was also Dorsey’s first earnings call since taking over the CEO position after Dick Costolo left after five years.

Twitter’s shares were up more that five percent after the earnings were first reported, but fell in after-hours trading by more than 11 percent when Dorsey reported his outlook of company.

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