Jack Dorsey wants to mainstream Twitter

March 29, 2011

There was I thinking Twitter had also reached the mainstream, with over 200 million users and a shedload of tweets sent every day. But that’s not enough for the higher-ups, and Jack Dorsey wants more.

In case you missed the news Twitter co-founder Jack Dorsey is returning to the company as Executive Chairman after several years away concentrating on other projects. The other co-founder of the company, Evan Williams, is transitioning to a director as he takes a less hands-on role than ever. But what is the reason behind Dorsey’s return after so long away?

According to the Wall Street Journal, Dorsey may have revealed the truth during a discussion at Columbia University’s Journalism School earlier today (March 29). He revealed big plans to go beyond the point which Twitter now comfortably finds itself, even though that may require a shifting in focus, saying:

We have a lot of mainstream awareness, but mainstream relevancy is still a challenge. What’s happening in Egypt right now. That’s the value, not the brand ‘Twitter.’ So we need to refocus on that value. That’s my goal in the next few months.

To that end Dorsey wants to make it easier for people to use Twitter to find rather than relay information. In essence, transitioning the social media site from one which is primarily about people revealing the minutiae of their lives in 140-character chunks and more about a destination which people turn to find the latest news.

This shouldn’t actually be that hard a task, because it’s a transition that is already taking place, having done so organically to this point. While I hope there is always a place for long-form blogging such as this, Twitter is offering an alternative for people – citizen journalists, reporters, and celebrities – to get the word out there very quickly indeed. Maybe Ashton Kutcher was correct after all.

From the ousting of the Egyptian government to the earthquake in Japan, Twitter has played an important role in disseminating information. And if Dorsey has his way it’s going to become an even greater force on this score.

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2 Responses to “Jack Dorsey wants to mainstream Twitter”

  1. battery:

    twitter isnot so good

  2. gm:

    I’ve never heard of twitter, is it for twits?

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