One of the most heard criticisms from Twitter's senior management is that those in charge misunderstand the fundamentally wrong platform, what it does best, and the countless ways in which it fails its users every day. That can best be expressed by the approach of the company, and in particular its CEO Jack Dorsey, in an effort to solve his problems, whether it is organizing white nationalists on the platform or inconsistent enforcement policies around harassment and hate speech .
Often Dorsey promises to work harder in press interviews and on his personal account to solve the biggest problems of Twitter, only to ultimately manifest those solutions as benign and largely meaningless adjustments to the user interface – effective Band-Aids on gunshot wounds.
But another aspect of the problem is communication. Twitter is bad at understanding what is wrong and how to fix it, because it often employs people who do not use the product or do not understand how to communicate publicly to those who do. Twitter & # 39; s head of the product, infamous a it seems that no one can keep more than a year, has never been filled by someone with a strong vision for the future of the platform and how it should arrive there.
That is perhaps why Twitter is now asking applicants to apply as the & # 39; Tweeter in Chief & # 39; from the company. The new position of the company, one list that went for today, describes the role as a role in which you "set the tone for who we are and how we act and talk to people on Twitter", using the handle @ Twitter. The company says it wants someone who is & # 39; extremely connected to Twitter culture, stand culture and culture in general & # 39; as well as someone & # 39; who is obsessed with building communities and how content travels on the platform & # 39 ;.
In the era of brands involved in disturbing levels of personalized intimacy with users on social media package and sell mental illness or fashion consumption as a radical act of self-expression, Twitter itself realizes that it needs part of the same marketing magic. The platform has gifted the fast food brands. streaming services and cookie companies. That or Twitter wants its own Wendy & # 39; s chicken nugget or Instagram record-breaking egg moment.
"You are a master in the art of Twitter and want to take that passion and expertise to the ultimate metata level of @Twitter," says the job description. We can only imagine that it is about posting many tweets such as this:
u: Time to destroy my action list
Twitter: lol, hello there
– Twitter (@Twitter) April 15, 2019
It is unclear whether this role means that you make your identity public; given the rise of brands use of the first person's point of view, it seems unlikely that the job description will include adding your name to official business tweets. That said, it seems that Twitter is both looking for someone to have even more fun with its official handle, which is usually stuck in yawning-minute minutiae of product updates, and be able to communicate changes in the product in a way that actually resonates with users. I'm not sure what that mix looks like, but it's necessarily more complicated than your average self-conscious @ Dennys joke or @Netflix dunk.
View some of the other recent big hits of the account. The trend seems to lie somewhere between the AI program that is parading as a human millennial and smart communication worker who is only worrying about recent Know Your Meme mentions:
Enjoying your own Tweets is self-care
– Twitter (@Twitter) 28 May 2019
Normal heart rate:
⠀ / ⠀ ⠀ ⠀ ⠀ /
__ / __ / __ / _
/ ⠀ ⠀ ⠀ ⠀ /
When your crush slips into your DM & # 39; s:
⠀ / ⠀ / ⠀ /
_ / / _ / / _ / / _
⠀ / ⠀⠀ / ⠀⠀ /
– Twitter (@Twitter) April 8, 2019
Who would you play in the movie of your life?
– Twitter (@Twitter) April 9, 2019
Whatever the logic here, it works as far as involvement goes. A standard Twitter product update from @Twitter gets the low thousands of likes and far fewer retweets. That is not a good look for an account with 56 million followers. But the tweets above show how popular it is that @Twitter can accumulate when it just goes crazy and pretends to be a hip and extreme online friend, rather than being paid to pretend to be a brand is that pretends to be human.
Twitter can have fundamental problems that it needs to solve with regard to how it handles speech, who allows it on the platform, and what design changes, whether radical or subtle, can create healthier conversations. But it almost certainly doesn't hurt that someone who is more steeped in online culture takes over his primary communication channel.
Let's just hope that it is no other plaster and that everyone who takes on the role can better communicate why the company makes certain decisions and how it intends to improve. Because collecting likes and retweets for a timely meme won't do much to solve the endemic problems of the platform or create more productive two-way traffic between Twitter and its user base.