Twitter Tackles Brand Damage from Troll Abuse Scandal with New Safety Measures
Following recent 'troll' scandals involving misogynist threats being tweeted about prominent female personalities which resulted in a petition with over 125,000 signatures on the change.org website demanding Twitter update its systems for reporting abuse, the microblogging platform has apologised and will be introducing new safety updates.
The site has now posted a blog stating that Twitter has been listening to public feedback on how it can improve its service and explaining what it will do over the coming months to simplify the abuse reporting process and promote responsible Tweets.
Changes that will be rolled out globally over the coming weeks to tackle troll abuse include Twitter hiring additional staff to the teams that handle abuse reports and speeding up the roll-out of an in-tweet report button (which already exists on the iOS Twitter app and mobile web) on Twitter.com and across its Android app.
Furthermore, Twitter will run pro-bono advertising across its Promoted Tweets and Promoted Trends formats from the UK Safer Internet Centre to highlight its expanded resources on digital citizenship and staying safe online.
Twitter has also updated its rules to stress that the company does not tolerate abusive behaviour and to "send a clear message to anyone who thought that such behaviour was, or could ever be, acceptable".
Nevertheless, Twitter's reluctance to kick off a crisis communications strategy fast enough has caused it to come under fire - according to YouGov data this has damaged its brand trust amongst consumers.