Twitter had a brand new plan to battle extremism — then Elon arrived


It had been an extended pandemic for Twitter’s analysis crew. Tasked with fixing among the platform’s hardest issues round harassment, extremism, and disinformation, staffers absconded to Napa Valley in November 2021 for an organization retreat. Regardless of a tumultuous change in management — Jack Dorsey had not too long ago stepped down, appointing former chief know-how officer Parag Agrawal to take his place — the group felt unified, even hopeful. After months of preventing dangerous actors on-line, staff took a second to unwind. “We lastly felt like we had a cohesive crew,” one researcher says.

However on the goodbye brunch on the final day, individuals’s telephones began pinging with alarming information: their boss, Dantley Davis, Twitter’s vice chairman of design, had been fired. No one knew it was coming. “It was like a film,” says one attendee, who requested to stay nameless as a result of they aren’t approved to talk publicly in regards to the firm. “Individuals began crying. I used to be simply sitting there consuming a croissant being like, ‘What’s up with the temper?’”

The information foreshadowed a downward spiral for the analysis group. Though the group was used to reorganizations, a shakeup in the midst of an outing meant to bond the crew collectively felt deeply symbolic.

The turmoil got here to a head in April, when Elon Musk signed a deal to purchase Twitter. Interviews with present and former staff, together with 70 pages of inner paperwork, recommend the chaos surrounding Musk’s acquisition pushed some groups to the breaking level, prompting quite a few well being researchers to give up, with some saying their colleagues have been advised to deprioritize initiatives to battle extremism in favor of specializing in bots and spam. The Musk deal may not even undergo, however the results on Twitter’s well being efforts are already clear.

The well being crew, as soon as tasked with fostering civil conversations on the famously uncivil platform, went from 15 full-time staffers down to 2.


In 2019, Jack Dorsey requested a basic query in regards to the platform he had helped create: “Can we truly measure the well being of the dialog?”

Onstage at a TED convention in Vancouver, the beanie-clad CEO talked earnestly about investing in automated techniques to proactively detect dangerous habits and “take the burden off the sufferer utterly.”

That summer time, the corporate started staffing up a crew of well being researchers to hold out Dorsey’s mission. His speak satisfied individuals who’d been working in academia, or for bigger tech firms like Meta, to affix Twitter, impressed by the prospect of working towards optimistic social change.

When the method labored as supposed, well being researchers helped Twitter suppose by potential abuses of latest merchandise. In 2020, Twitter was engaged on a instrument referred to as “unmention” that permits customers to restrict who can reply to their tweets. Researchers performed a “crimson crew” train, bringing collectively staff throughout the corporate to discover how the instrument may very well be misused. Unmention may enable “highly effective individuals [to] suppress dissent, dialogue, and correction” and allow “harassers searching for contact with their targets [to] coerce targets to reply in individual,” the crimson crew wrote in an inner report.

However the course of wasn’t all the time so clean. In 2021, former Twitter product chief Kayvon Beykpour introduced the corporate’s primary precedence was launching Areas. (“It was a full on assault to kill Clubhouse,” one worker says.) The crew assigned to the mission labored extra time attempting to get the characteristic out the door and didn’t schedule a crimson crew train till August tenth — three months after launch. In July, the train was canceled. Areas went reside with no complete evaluation of the important thing dangers, and white nationalists and terrorists flooded the platform, as The Washington Submit reported.

When Twitter finally held a crimson crew train for Areas in January 2022, the report concluded: “We didn’t prioritize figuring out and mitigating towards well being and security dangers earlier than launching Areas. This Purple Group occurred too late. Regardless of essential investments within the first yr and a half of constructing Areas, we now have been largely reactive to the real-world harms inflicted by malicious actors in Areas. We now have over relied on most of the people to determine issues. We now have launched merchandise and options with out sufficient exploration of potential well being implications.”

Earlier this yr, Twitter walked again plans to monetize grownup content material after a crimson crew discovered that the platform had did not adequately tackle baby sexual exploitation materials. It was an issue researchers had been warning about for years. Workers stated that Twitter executives have been conscious of the issue however famous the corporate has not allotted the sources crucial to repair it.


By late 2021, Twitter’s well being researchers had spent years enjoying whack-a-mole with dangerous actors on the platform and determined to deploy a extra refined strategy to coping with dangerous content material. Externally, the corporate was recurrently criticized for permitting harmful teams to run amok. However internally, it typically felt like sure teams, like conspiracy theorists, have been kicked off the platform too quickly — earlier than researchers may examine their dynamics.

“The previous strategy was virtually comically ineffective, and really reactive — a guide technique of enjoying catch,” says a former worker, who requested to stay nameless as a result of they aren’t approved to talk publicly in regards to the firm. “Merely defining and catching ‘dangerous guys’ is a dropping sport.”

As an alternative, researchers hoped to determine individuals who have been about to interact with dangerous tweets, and nudge them towards more healthy content material utilizing pop-up messages and interstitials. “The pilot will enable Twitter to determine and leverage behavioral — somewhat than content material — indicators and attain customers in danger from hurt with redirection to supportive content material and providers,” learn an inner mission temporary, considered by The Verge.

Twitter researchers partnered with Moonshot, an organization that makes a speciality of finding out violent extremists, and kicked off a mission referred to as Redirect, modeled after work that Google and Fb had carried out to curb the unfold of dangerous communities. At Google, this work had resulted in a refined marketing campaign to focus on individuals looking for extremist content material with adverts and YouTube movies geared toward debunking extremist messaging. Twitter deliberate to do the identical.

The purpose was to maneuver the corporate from merely reacting to dangerous accounts and posts to proactively guiding customers towards higher habits.

“Twitter’s efforts to stem dangerous teams tends to give attention to defining these teams, designating them inside a coverage framework, detecting their attain (although group affiliation and behaviors), and suspending or deplatforming these inside the cohort,” an inner mission temporary reads. “This mission seeks, as a substitute, to grasp and tackle person behaviors upstream. As an alternative of specializing in designating dangerous accounts or content material, we search to grasp how customers discover dangerous group content material in accounts after which to redirect these efforts.”

In part one of many mission, which started final yr, researchers targeted on three communities: racially or ethnically motivated violent extremism, anti-government or anti-authority violent extremism, and incels. In a case examine in regards to the boogaloo motion, a far-right group targeted on inciting a second American Civil Conflict, Moonshot recognized 17 influencers who had excessive engagement inside the neighborhood, utilizing Twitter to share and unfold their ideology.

The report outlined doable factors of intervention: one when somebody tried to seek for a boogaloo time period, and one other once they have been about to interact with a bit of boogaloo content material. “Moonshot’s strategy to core neighborhood identification may spotlight customers transferring in the direction of this sphere of affect, prompting an interstitial message from Twitter,” the report says.

The crew additionally steered including a pop-up message earlier than customers may retweet extremist content material. The interventions have been meant so as to add friction to the method of discovering and fascinating with dangerous tweets. Finished proper, it will blunt the influence of extremist content material on Twitter, making it tougher for the teams to recruit new followers.

Earlier than that work may very well be totally applied, nonetheless, Musk reached an settlement with Twitter’s board to purchase the corporate. Shortly afterward, staff who’d been main the Moonshot partnership left. And within the months since Musk signed the deal, the well being analysis crew has all however evaporated, going from 15 staffers to only two.

“Promoting the corporate to Elon Musk was icing on the cake of a for much longer monitor document of selections by increased ups within the firm displaying security wasn’t prioritized,” one worker says.

A number of former researchers stated the turmoil related to Musk’s bid to buy the corporate was a breaking level and led them to resolve to pursue different work.

“The chaos of the deal made me notice that I didn’t need to work for a non-public, Musk-owned Twitter, but in addition that I didn’t need to work for a public, not-Musk-owned Twitter,” a former worker says. “I simply now not needed to work for Twitter.”

Section two of the Redirect mission — which might have helped Twitter perceive which interventions labored and the way customers have been truly interacting with them — acquired funding. However by the point the cash got here by, there have been no researchers accessible to supervise it. Some staff who remained have been allegedly advised to deprioritize Redirect in favor of initiatives associated to bots and spam, which Musk has targeted on in his try and again out of the deal.

Twitter spokesperson Lauren Alexander declined to touch upon the document.

One worker captured the crew’s frustration in a tweet: “Utterly bored with what jack or every other c-suiter has to say about this takeover,” the worker wrote, screenshotting an article about how a lot Twitter CEO Parag Agrawal and former CEO Jack Dorsey stood to realize from the cope with Musk. “Might you all fall down a really lengthy flight of stairs.” (The worker declined to remark.)

In response to present staff, the tweet was reported as being a menace to a coworker, and the worker was fired.

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It had been an extended pandemic for Twitter’s analysis crew. Tasked with fixing among the platform’s hardest issues round harassment, extremism, and disinformation, staffers absconded to Napa Valley in November 2021 for an organization retreat. Regardless of a tumultuous change in management — Jack Dorsey had not too long ago stepped down, appointing former chief…