Twitter brand

Tom Dougherty, CEO – Stealing Share

10 September 2018

The Twitter brand only succeeds by banning abusers

I have to admit that, originally, the thought of Twitter banning anyone seemed ridiculous. Even Alex Jones. The Twitter brand lives on banter, no matter how silly, mean or outright nasty it is. To tweet or not to tweet, that was the question left to the user.

Twitter brandIn fact, I’ve often held the belief that to have free expression of ideas – religious, political or otherwise – you have to live with the good and the bad. After all, who can judge?

Twitter, that’s who. And it’s the right thing to do. You see, the Twitter brand isn’t a public utility or a government-funded forum. It’s a company. With its own rules of conduct that dangerous buffoons like Alex Jones broke.

Think about it this way. Twitter is not the most widely used social media. Despite its own issues, Facebook remains the most popular social media outlet. Twitter is not even second, lagging far behind YouTube and Instagram according to many surveys.

“Twitter has an image problem. The number of its active users are stalling. The Twitter brand lacks meaning and therefore lacks general preference. From a purely business standpoint, Twitter must ban abusers.”

What does the Twitter brand mean now?

And what is the reputation of the Twitter brand? That anger exists on Twitter. Alex Jones is just the norm. Its model encourages anonymous outburst without nuance. (That could be the definition for all of social media in some circles.) Many of Donald Trump’s tweets don’t help that perception.

That is, Twitter has an image problem. The number of its active users are stalling. The Twitter brand lacks meaning and therefore lacks general preference. From a purely business standpoint, Twitter must ban abusers.

Overall, I wish social media lived up to their standards of decorum. Most social media platforms are moving to rid themselves of the Wild Wild West nature/perception. In this day of division, it’s not just welcomed. It’s just good business.

Personally, I’ve stepped away from the social media zone. I sometimes check Twitter to find interesting stories to read. But I’ve closed my Facebook account and rarely use any others.

Am I one of the ones the Twitter brand and others are trying to woo back? Yes, I probably am. And no doubt there are many more like me.

See more posts in the following related categories: Social Media branding Twitter brand

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