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I should state up front that I do not use Twitter. I have occasionally followed a link to Twitter, but I don’t linger there. It is a confusing mess that seems to bring out the very worst in people. It seems that Twitter is starting to realize this, and to understand that the solution may not be in controlling who has access to Twitter, but in how the system rewards its users. We all respond to incentives. We all, to some degree, are rewards junkies – when certain behaviors are rewarded, we repeat and amplify those behaviors to receive more of those rewards. Twitter’s problem, as its CEO Jack Dorsey has begun to understand, is that it rewards awful behavior, rage, groupthink, bullying, and dehumanizing its users. A Buzzfeed article from May 15th details how Twitter is experimenting with a new interface – one that reduces the incentives for the worst of behavior, and perhaps restores some humanity.
In its early years Twitter optimized for engagement, which engagement features (replies, and the like and retweet buttons) and metrics (number of followers, likes, retweets, and replies) help to deliver. So now it’s trying to shift what it encourages people to do.