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Focus on people’s safety is a priority, reiterates Twitter

For Twitter, the microblogging social network, brand safety is a major focus and the company strives to ensure that public conversation should be healthy i.e. safe, free. abuse, harassment and misleading information.

Speaking to the media, Caitlin Rush, head of global brand safety strategy at Twitter, reiterated the company’s mission, which recognizes that focusing on people is Twitter’s top priority. “We still have work to do. We will continue to invest in brand safety, ”she said.

“We know that brand safety is not just about brands. It’s about people. It’s about protecting the public conversation and the people who have it, ”she said. “When we focus on people’s safety first, we also protect brands from reputational damage associated with supporting things like hate, abuse and misinformation. So how do you create a safe and comfortable space? So that all voices participate in the public conversation? It forces us to take a holistic approach and focus on three areas, policies that lead, products that protect, and partnerships that drive industry-wide change.

Starting with company policies to protect the integrity of conversations on Twitter, she said the platform has rules that dictate what is and is not allowed on the platform.

“These rules make it easy to find credible information to build trust with our customers and ensure people can use Twitter safely. These are constantly evolving and changing as new threats emerge, ”said Rush.

Twitter recently expanded its policies to deal with the evolving COVID-19 pandemic, adding tags to tweets containing manipulated media or misleading information related to public health.

Since the introduction of the COVID-19 guidelines last year, through July 2021, Twitter has challenged 11.7 million accounts, suspended 1,496 accounts and removed more than 43,010 pieces of content worldwide.

“We are also changing our rules around hateful conduct. Earlier this year, we made it clear that we do not allow languages ​​that dehumanize others on the basis of religion, caste, age, disability, race, ethnicity and national origin. It will be the type of work that is constantly evolving and changing, ”she added.

The platform also updated its global advertising policies in August this year to include restrictions on weight loss content, including banning the targeting of minors.

Twitter, she added, has invested in a suite of solutions aimed at ensuring a safe advertising experience for everyone who uses the platform. Its approach to brand security falls within three areas of intervention: policies, products and partnerships.

Speaking about Twitter’s Transparency Center, she said transparency is fundamental to the work done on Twitter. It shines a light on its own practices, including Twitter’s rule enforcement and ongoing work to disrupt state-backed global information operations, through ongoing improvements and updates to the Transparency Center .

Additionally, Twitter introduced prompts in May 2021 that encourage people to pause and reconsider a potentially harmful or offensive response before hitting send.

In an effort to make Twitter a better place, when the platform detects potentially harmful or offensive Tweet responses, and invites people and asks them to review their responses before they Tweet.

She said the change came after multiple tests, which allowed people to send fewer potentially offensive responses across the service and improve behavior on Twitter.

Since the introduction, 34% of people have revised their initial response or decided not to send the Tweet at all after seeing the prompt.

Starting in August 2020, Twitter also made new conversation settings accessible to everyone, allowing people to have more control over the conversations they start.

Additionally, in September of last year, the platform launched “Prompt Articles,” a new feature to entice people to read news articles before amplifying them. “It allowed people to open articles 40% more often after seeing the prompt and a 33% increase in the number of people opening articles before retweeting,” Rush added.

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