• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Twitter and its Trust and Safety Council

I enjoy Twitter about as much as I do Jim Carrey films. For those of you who do not know me, that means not at all.

Twitter does need some policing.

Maybe it’s this heightened level of disdain that prompts me to write so often about it. Scan back over our blogs and you’ll see impassioned rants about Twitter aging at a breakneck pace, its #music missing the necessary attributes to be successful and its quality control needing examination.

As I shared once before, I use Twitter (@BrandGenius). But I do so because I feel I have to rather than want to. Part of my apprehension is due to the responses I’ve drawn from unsolicited “trolls” (a person who posts a deliberately provocative message with the intention of unleashing cynicism).

I am not alone in my angst about being tormented on it. This prevailing potentiality has prompted Twitter to launch an initiative called the “Trust and Safety Council” to protect its users such harassment or abuse.

Twitter needs a rebrand.

Let it be known. I think the “Trust and Safety Council” effort is wonderful. There are hundreds of millions of tweets sent a day. Surely, it’s a difficult process to filter through that lofty amount of messages, “Strik[ing] the right balance between fighting abuse and speaking truth to power” as Patricia Cartes, the head of the initiative, shared.

The problem, however, is the damage has already been done. The genie is out of the bottle and no matter how hard it tries, that genie can’t be put back.

Twitter has a very arduous road ahead. To most, it serves as a lair where one can be easily prayed upon, and that sense of wrongdoing hasn’t been forgotten. This is an undertone that is going to be difficult to shed.

For that reason, Twitter desperately needs a complete rebrand. An overhaul from the bottom up that is grounded in trust, acceptance, self-control and respect.

Maybe then I would grow to like it more than I do Ace Ventura. But that’s not asking for much.

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