...many users and advertisers do still value Twitter. It is one of the best ways to reach people who influence the public’s conversations about brands, says Laura Desmond of Publicis Groupe, a giant advertising firm. However, to expand its audience, Twitter is in the difficult position of needing to keep long-time users happy while it makes changes that will increase its appeal to new ones. Mr Dorsey’s changes so far include “moments”, a new function which offers users a selection of the day’s top stories; and giving more prominence to tweets that Twitter’s algorithm judges more relevant. But more radical steps will be needed.
