Twitter

The same week Twitter came under withering fire from Republicans and others over allegations the social platform was “shadow-banning” some conservative users, Twitter received another gut punch, this time from Wall Street.

As the platform has focused on “cleaning up” its user base, Twitter is enjoying fewer active monthly users than expected, and that has the company’s stock price falling. Twitter told concerned investors that the company expected some of this to happen as they focus their attention on “purging automated and spam accounts…” in an effort to eliminate or reduce “hate speech” and “other abusive content.”

Twitter maintains that it’s better to focus on these activities now, rather than taking action to continue to increase monthly users. This is not an unexpected choice, as Twitter has been under intense pressure from both lawmakers and users to make the user experience better and limit the amount of both “fake news” and “abusive” content on the platform.

Twitter does have to plant a flag somewhere. They have to prioritize the many issues the platform is facing, and it’s not really surprising the company has chosen to work on eliminating rogue accounts before bringing in new legitimate users. The spam accounts, fake accounts, and bad actors are one of the reasons Twitter hasn’t been growing like the company wishes it would.

Unfortunately, that rationale is not making it very high into the news stories about all this. The headlines are trumpeting the drop in stock price in both national and international headlines, leaving Twitter to respond to the messaging rather than creating it.

A headline the platform would much rather see, and one they would much rather share with stockholders, is that Twitter received higher-than-expected revenue through the weeks of the FIFA World Cup, thanks to advertising.

So, there’s certainly some good news to share, and it’s up to Twitter to get that message out there. They could be talking up the revenue increase as well as their efforts to make the user experience a better one, while, privately, finding a way to reassure nervous investors that the loss in share price is only a temporary dip while they attend to a nagging issue that will only get worse if they continue to let it fester.

That could be a message that sells well. After all, if Twitter continues to be a target of spammers and dummy accounts, and if pundits on one side of the political divide continue to denigrate the platform, Twitter will need a positive message to counter the criticism.

5WPR CEO  Ronn Torossian.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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