Most of this recent activity from Twitter — from its sweeping removal of suspicious accounts to removing locked ones from total follower numbers — are part of its ongoing efforts to improve the “health” of the social network.
In March, Twitter posted an official request for proposals from the public to conduct a comprehensive study of the social network’s ability to maintain, as CEO Jack Dorsey put it, “collective health, openness, and civility of public conversation.”
Along with such other Big Tech counterparts as Facebook and Google, Twitter has come under fire for not only failing to sufficiently fight platform abuse — but also, for allowing the network to be weaponized by foreign actors with the spread of false and divisive content to influence the 2016 U.S. presidential election.
Some public figures have been especially outspoken about their dissatisfaction with Twitter’s response to this ongoing crisis of communication — and according to our own survey data, skepticism of the company’s ability to truly resolve these issues is somewhat widespread.
Data collected using Lucid
If and how this latest move from Twitter will have a significant, lasting impact on the network’s health remains to be seen — but as for its impact on users, some are likely to experience more setbacks than others.
“Follower counts have always been a controversial metric,” says HubSpot VP of Marketing Jon Dick, “but it’s the main way marketers assess the reach and influence of someone on social media.”
“Follower counts have always been a controversial metric.”
– HubSpot VP of Marketing Jon Dick
“The people who will be most impacted are the ‘influencers’ who have tried to buy their way to the top,” Dick explains, who might see more of a drop in follower counts than those with a more authentic Twitter audience.
“Many influencers have built genuine audiences through high quality content, and they shouldn’t have much to worry about,” he continues. “The rest … watch out.”