WordPress has introduced a new feature that automatically posts entire blogs as Twitter threads, complete with all text, images, videos, and embeds. You can access the feature via the green Jetback icon on the top right of the edit post page, alongside existing options to share links to Facebook and other social networks.

WordPress argues the feature is “a great way to amplify your content,” by allowing posts to reach any Twitter followers that don’t follow a WordPress blog directly. Twitter threads also often end up being much more visible on the platform compared to single tweets, and the new feature allows followers to read a post’s contents without having to click through a link.

But here’s a counterpoint: Twitter threads are an objectively terrible way of reading medium- or long-form writing. That’s why popular services like @ThreadReaderApp have cropped up to help format lengthy threads into something more compact. Even WordPress launched a similar service back in July to turn Twitter threads into blogs. Now, its latest feature is here to take your writing back in the opposite direction.

For what it’s worth, WordPress has made some sensible decisions with how it’s implemented the feature. You can add an introductory message to the beginning of the thread, and the software will pay attention to sentences and paragraph breaks when deciding where one tweet should end and another begin. There’s also an option to preview what a thread will look like, though this requires one of WordPress’s $25/month Business or $45/month eCommerce plans to access the social preview feature. The final tweet in the thread links back to the original blog post.

Source:verge

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The global pandemic and U.S. protests are forcing a pullback by advertisers on Twitter, but it’s also led to an unprecedented surge of users.

Average daily user growth spiked 34% in the second quarter, the company said Thursday, the largest jump in users ever recorded by the company.

In an earnings call, CEO Jack Dorsey addressed an embarrassing hacking incident last week that compromised the accounts of high profile users, saying he felt “terrible” about it.

Shares of San Francisco-based Twitter bounced 4% higher in Thursday trading.

But the company took a huge tax hit to earnings, posting a net loss of $1.2 billion, or $1.56 per share, in the April-June period, compared with profit of $1.1 billion, or $1.43 per share, a year earlier.

Revenue fell by about a fifth to $683 million, far short of the $702 million Wall Street had expected, according to a survey of analysts by FactSet.

Twitter’s advertising business was hit harder than its larger rivals Google and Facebook, and analysts had expected the bleeding to continue in the second quarter. The company said ad revenue made a “gradual, moderate recovery” relative to levels in March but many brands then slowed or paused their spending in late May to mid-June, following the outbreak of Black Lives Matter protests in the U.S.

“We continue to see headwinds from lower global advertising demand due to COVID and civil unrest,” Dorsey said.

Ad revenue fell 15% in the last three weeks of June, which was better than the 27% decline in the final three weeks of March, with advertiser demand returning as the protests subsided, Chief Financial Officer Ned Segal said in the earnings call.

New users have been flocking to the platform as they isolate, with the number of daily active users jumping to 186 million.

“Twitter’s strength as a news and entertainment source has helped buoy engagement during the pandemic as housebound consumers use the platform for real-time news and information,” said eMarketer analyst Jasmine Enberg. But she does not expect this to continue as stay-at-home restrictions begin to lift and people start returning to more normal routines.

Investors have been waiting for Twitter to explore new revenue options — and offering paid subscriptions is one long-floated idea. Dorsey said the company is exploring this and other options, although he said the process is in the “very very early stages.”

“Most importantly we want to make sure that any new line of revenue is complementary to our advertising business. We do think there is a world where subscription is complementary,” he said in a conference call with analysts, according to a transcript. “We think there’s a world where commerce is complementary. You can imagine work around helping people manage payrolls as well that we believe is complementary.”

He said Twitter will likely begin testing these new ideas this year.

The earnings were overshadowed by the continuing fallout from a hack last week that targeted 130 accounts, including world leaders, celebrities and tech moguls, that appeared designed to lure their Twitter followers into sending money to an anonymous Bitcoin account. The company revealed more details Wednesday, saying hackers accessed the direct message inboxes of 36 accounts, including an elected Dutch official. It didn’t identify the official but Dutch anti-Islam lawmaker Geert Wilders said it was him.

“Last week was a really tough week for all of us at Twitter,” Dorsey said. “We feel terrible about the security incident that negatively affected the people we serve and their trust in us.”

Twitter executives deflected questions on another challenge: a social media ad boycott running for at least the month of July, and therefore not counted in the second quarter. Facebook is the primary target of the boycott by hundreds of advertisers over its policies and actions on hate speech and misinformation. Its effect on Twitter is less clear, with some advertisers pausing ads on all social media, though some analysts believe some ad dollars could be redirected away from Facebook to Twitter.

Twitter says it’s working on bringing its “read the article before you retweet it” prompt to all users “soon.” The company began testing the prompt in June, which shows up when people go to retweet a story they haven’t clicked through to actually read.

Twitter says its motivation is to “help promote informed discussion.” Headlines often don’t tell the whole story and can even be actively misleading. Encouraging people to at least read the article they’re sharing seems like a smart way to promote media literacy and stop some of the knee-jerk reactions that can make misinformation viral.

 

We shouldn't have to say this, but you should read an article before you Tweet it. https://t.co/Apr9vZb2iI

So, we’ve been prompting some people to do exactly that. Here’s what we’ve learned so far. ⤵️

— Twitter Comms (@TwitterComms) September 24, 2020

 

The company shared some results from its initial test of the feature, which was limited to Twitter users on Android. It says people shown the promptly opened articles 40 percent more often and that the overall proportion of people opening articles before retweeting increased by 33 percent. The company also said that “some people” (a statistically meaningless phrase!) didn’t retweet the article after opening it up.

Twitter says it’s now “working on bringing these prompts to everyone globally soon” and that in the future, the prompt will be smaller once it’s been shown to users once (“because we get that you get it”). This isn’t the only feature of Twitter’s been testing to improve life on its platform. Others include a feature that warns users before they send offensive replies and the option to limit who replies to tweets (which has now been rolled out globally).

Hopefully, all this experimentation is just a warm-up for the next logical step: a warning shown to all users before they tweet anything at all.

Source: TheVerge

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