You can be on Entrepreneur’s cover!

Dear Twitter, Change or Die As Twitter searches for a new full-time CEO, the company better make change and innovation a real priority. Here's a look at Twitter's big issues and some potential fixes.

By Scott Levy

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.


With the news that Twitter's CEO for the past five years, Dick Costolo, will be leaving the company, I couldn't help but go over in my mind everything we've all been asking for years from Twitter. If it wants to continue to improve the user experience, Twitter needs more innovation, adaptation and demonstration.

Twitter has been one of the most stagnant platforms out there. The news of Costolo's forthcoming departure came around the same time the company announced that it was removing the 140-character direct message limit for a 10,000 character limit. Hold on, stop the presses! Seriously, that is not innovation.

At the beginning, Twitter was two things to people: a source of news and information, as well as a fast messaging and communication platform. It is rapidly losing the communication side to messaging apps like Snapchat, WhatsApp and sharing media via Instagram.

Related: Dick Costolo Out as CEO of Twitter

My social-media agency Fuel Online has polled random users, as well as clients, and discovered that while people may have not deleted their accounts people have simply uninstalled the app, or turned off notifications. So they may follow you, but they aren't seeing your tweets.

I know my own retweets, favorites and replies are 10 percent to 25 percent of what they used to be. That's a huge problem. Twitter is still a powerhouse for receiving up-to-the-second breaking news, but even for that to remain useful the company needs to clean up the noise and help ensure we see what we want to see.

As Twitter searches for a new full-time CEO, the company better make change and innovation a real priority. Here's a look at Twitter's big issues and some potential fixes.

Too much noise.

We want to subscribe to people we like but we don't want all of trolling, or the noise like tweet chats. People are constantly unfollowing in hopes of getting less "noise."

Solution: How about filters that allow us to hear what we want to hear. Specific hashtags would allow highly talkative people or tweet chats to remain invisible to the masses.

Another idea is a Tab for verified actual news accounts or sources.

Limited shelf life of a tweet.

Very few people go back through their time lines and read through hundreds or thousands of tweets every day.

Solution: Create a way for the content of our favorite personalities or people to remain at the top pinned, highlighted or have it resurface when we bring up the app or website. Also, content with high engagement should have longer shelf life. In other words, the tweets that get the most retweets and favorites.

Related: Where Did Twitter's Dick Costolo Go Wrong?

No incentive for people to engage or retweet.

Seems like all anyone does today is consume content. Engagement numbers appear to be 50 percent to 80 percent less across the board, from individuals to brands.

Solution: Reward engagement with reputation -- maybe similar to an eBay score or forum rating mechanism. The higher your number the more likely your engagement will be noticed via a highlight, notification or display in streams. Or perhaps create a perks system for the highly active users. Enticing people to engage will reward content producers for their time and effort with a simple retweet or comment, and it will go a long way.

Another perk here would be to allow people to select what level of reputation score they want to see on a daily basis or maybe have highlighted to them with a notification.

So, Twitter, please change before you die a slow death, turning into nothing but a news aggregator, or celebrity fan machine. Having users is one thing, having users that actually use your product is another.

Listen to your user base, and listen to the social-media experts and journalists who championed your product. A partial pivot is needed now. Aside from fixing the issues, how about innovating a bit, please?

Related: 7 Entrepreneurs You Should Follow on Twitter

Scott Levy

Best Selling Author, CEO and Founder of Fuel Online

Scott Levy is the founder and CEO of Fuel Online, a premier Digital marketing agency that focuses on high-level Social Media and SEO. He has been specializing in online marketing for more than 18 years and is a best selling author, respected speaker, investor, and consultant. Scott was nominated for a 2014 Shorty Award for "social media's best business influencer" as well as recognized as a 2014 Hubbies finalist for "Influencer of the Year".  Scott is based in Portland, Maine, and NYC. Follow him on Social media for Tips, Advice, and Inspiration.


Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This Dad Started a Side Hustle to Save for His Daughter's College Fund — Then It Earned $1 Million and Caught Apple's Attention

In 2015, Greg Kerr, now owner of Alchemy Merch, was working as musician when he noticed a lucrative opportunity.

Business News

I Designed My Dream Home For Free With an AI Architect — Here's How It Works

The AI architect, Vitruvius, created three designs in minutes, complete with floor plans and pictures of the inside and outside of the house.


What the C-Suite Needs to Know About the True Power of Earned Media

Through debunking common misconceptions and illustrating its impact across the marketing sales funnel, this article urges C-suite members to embrace earned media as a key driver of sustainable growth and brand influence.

Business News

Disney World, Disneyland Will Now 'Permanently' Ban Guests Who Tell This Lie to Skip Lines

The company rolled out changes to its Disability Access Services earlier this week.

Business News

Adobe's Firefly Image Generator Was Partially Trained on AI Images From Midjourney, Other Rivals

Adobe gave bonus payments to people who contributed to the Adobe Stock database to train its AI, even those who submitted AI-generated images.

Business Ideas

7 Link-Building Tactics You Need to Know to Skyrocket Your Website's Rankings

An essential component of SEO, link building is not just a 'Set them and forget them' proposition, but a dance of skills and strategies.