The initiative by Twitter to introduce a paid verification service for accounts has led to a surge of fake accounts disseminating false information, according to experts. This situation could prompt significant brands to further withdraw their presence from the platform owned by Elon Musk.
On April 20, Twitter aimed to increase revenue by eliminating the highly sought-after blue check marks from accounts and instead introduced a subscription fee of $8 (approximately Rs. 655) per month for users wishing to maintain their verified status through Twitter Blue.
This strategy has been met with an influx of impersonating accounts sharing damaging misinformation. Numerous organizations, including the New York City Metropolitan Transportation Authority (MTA), which boasts 1.3 million followers, have ceased their usage of Twitter. Additionally, both AT&T Inc and Volkswagen AG informed Reuters that they had paused their advertising on the platform and had not resumed by April.
Since Musk’s acquisition, Twitter’s advertising revenue has seen a marked decline. However, Musk claimed in a BBC interview last month that many advertisers are finding their way back to the platform.
External research and feedback from several advertisers indicate that the recovery of Twitter’s advertising business may be more gradual than anticipated.
“Twitter Blue is failing to deliver. This creates additional chaos and uncertainty for brands that are already cautious about impersonation risks. They are unlikely to continue on a platform where their safety feels compromised,” stated Jasmine Enberg, principal analyst at Insider Intelligence.
In the wake of Musk’s acquisition of Twitter in October and his rapid changes to the platform, companies have been reconsidering their advertising strategies. Enberg suggested that the elimination of legacy check marks could lead some businesses to halt their tweeting activity and manage their profiles more cautiously.
“When brands perceive a vulnerability to their identity, they have little incentive to maintain an organic presence, especially on a platform that lacks substantial impact,” she added.
Rachel Moran-Prestridge, a postdoctoral researcher at the University of Washington’s Center for an Informed Public, emphasized that Twitter’s verification system historically provided users with assurance regarding the legitimacy of accounts.
“Without this verification, users are left to conduct significant diligence to determine if an account is authentic,” she noted in an email to Reuters.
Adding to the confusion, Twitter appeared to reissue verification marks to certain high-profile accounts on April 22.
Within the next 48 hours, it was reported that nearly all except for 110 of the most-followed Twitter handles received verification through Twitter Blue, suggesting that these check marks were likely assigned by Twitter without user applications, according to independent researcher Travis Brown.
Neither Twitter nor Musk has responded to inquiries regarding the selective reinstatement of verification marks.
An email sent to Twitter seeking comment resulted in an automated reply, which amusingly featured a poop emoji.
In a remarkable case, a fake account posing as Disney Junior UK, a now-defunct television channel, was awarded a gold checkmark designated for “verified organizations” last week. The Walt Disney Co confirmed to Reuters that it reached out to Twitter regarding the matter, leading to the account’s suspension.
In a statement last Thursday, New York’s MTA declared it would halt tweeting service alerts and information, asserting, “The reliability of Twitter can no longer be guaranteed.”
Since the launch of Twitter Blue in November, misleading posts from fake accounts have proliferated.
A notable example included a fabricated tweet from a user impersonating Eli Lilly and Co, which caused the pharmaceutical company’s stock to drop over 4 percent and necessitated an apology after the false statement claimed, “insulin is free.”
Impersonator accounts have similarly affected the reputations of Lockheed Martin Corp and Nintendo Co Ltd. Last month, Twitter informed advertisers via email that companies spending less than $1,000 (about Rs. 81,855) monthly on ads must subscribe to Twitter Blue or join the verified organizations program to retain their advertising privileges on the platform, according to social media consultant Matt Navarra.
Eric Yaverbaum, CEO of the New York-based PR agency Ericho Communications, predicts that without a robust user verification process, further brands will distance themselves from Twitter.
“Companies have already pulled their ads from Twitter, and many may not return. I anticipate that more will choose to cease advertising on the platform,” Yaverbaum conveyed in an email to Reuters.
In response to online impersonation threats, some brands have sought assistance from reputation management firms.
Kevin Long, CEO of Social Impostor, explained that various factors contribute to the allure of impersonating high-profile individuals or brands. “Possessing or acquiring a blue verification mark does not deter impersonators from setting up bogus accounts,” Long, whose company has taken down over 8,000 fraudulent profiles across different platforms, shared in an email.
“The frequency of imposter accounts seems to be influenced by the nature of the client’s public engagements or news coverage—whether positive or negative. My experience indicates that this is a widespread issue across all social platforms,” he added.
© Thomson Reuters 2023
