1. Delegate Leadership

Musk's time as Twitter's leader has been anything but stable. While the truth behind various narratives about his conduct is hard to ascertain, his online persona—making pivotal decisions based on polls, constant trolling, and threatening legal action against critics—has only fueled these stories. This tumultuous approach has led to a series of abrupt announcements and changes, often lacking foresight or consultation with affected parties.

The decisions surrounding Twitter Blue have resulted in critical security features and platform quality being hidden behind a paywall, compelling users to accept a degraded experience for the privilege of accessing what they once had. None of these changes have genuinely improved Twitter, and in many cases, they have exacerbated existing issues.

The outcome of Musk’s leadership is clear: Twitter has become less secure, less functional, and less attractive. The original Twitter Blue has not gained from this leadership either, failing to address long-standing issues while offering little additional value. While some features, like an edit button, have been introduced, much of what Blue provides can be found for free on competing platforms, or would only be valuable if restricted to a smaller user base.

In essence, Twitter under Musk has been a calamity. His behavior—markedly detrimental—has alienated existing users and deterred potential newcomers. Feedback from my students indicates that very few use Twitter, citing reasons ranging from it not being their preference to calling it a “hellhole.” Musk has failed to address the former and has only worsened the latter.

To remedy this situation, it’s crucial to appoint someone with industry knowledge and a genuine interest in improving Twitter, especially Blue, rather than pursuing personal agendas. A competent leader could help alleviate the chaos and potentially encourage users to invest in Blue.

2. Enhance Value

For users to pay for a platform, it must offer unique features or superior service compared to competitors. Currently, Twitter Blue does not fulfill these criteria sufficiently.

As of February 18, 2023, Blue’s offerings include:

• Early access to features (most of which aren’t available yet)
• Edit Tweet function (a legitimate addition)
• Bookmark Folders (more useful in the app)
• Custom App Icons (neutral)
• NFT Profile Pictures (niche appeal)
• Themes (limited value due to existing browser options)
• Custom Navigation (similar reasoning as themes)
• Spaces (now siloed, a subtraction)
• Top Articles (a minor addition)
• Undo Tweet (questionable utility)
• Prioritized Rankings in Conversations (neutral)
• Longer Video Uploads (not a true addition)
• Half the Ads (not yet implemented)
• Longer Tweets (unwanted by many users)
• SMS two-factor authentication (a significant subtraction)

When evaluating these features, it becomes apparent that Twitter Blue mostly presents neutral choices with a few additions and some subtractions. From a consumer perspective, this renders Blue a neutral option at best. The lack of substantial value is evident, and for $8 a month, users are not receiving anything noteworthy.

To illustrate, if Twitter were an early access game on Steam, it would resemble a subscription game promising an open world but only granting access to a fraction of it with no timeline for completion. Users expect something worthwhile in exchange for their money, and Blue fails to deliver.

3. Improve Communication and Decision-Making

Prior to Musk’s takeover, Twitter often sought user feedback and tested ideas in phases. However, the current communication strategy appears largely destructive. Major changes affecting users and developers are often implemented with little to no notice, leaving many in a state of confusion and panic.

While excuses have been provided for these abrupt changes, they often seem insincere or poorly thought out. The early missteps in Blue’s verification process were glaringly obvious and likely predictable, yet Musk’s apparent disregard for user feedback has exacerbated the situation.

Twitter’s management style resembles a top-down approach more suited for industries with fewer consequences. Instead, Twitter should adopt a user-centered model, reinstating transparent communication practices and establishing a well-researched decision-making process. This would allow for user input and give them ample time to adapt to changes.

Furthermore, Twitter Blue could serve as a testing ground for new features, providing users with the opportunity to give feedback and shape the platform. By actively involving subscribers in the decision-making process, Twitter could foster a more invested user base.

4. Maintain Regular Twitter's Integrity

At its core, Twitter must retain the features users expect while simultaneously enhancing the premium experience offered by Blue. Drastic restrictions on core features have not improved user perception; in fact, they have driven many away.

Changes to the everyday user experience—such as removing security features and reinstating previously banned accounts—have led to significant dissatisfaction. Simply put, Twitter has not fostered better interactions or conversations.

For Blue to attract a substantial number of users, it must provide a vastly improved experience. Penalizing users of the classic Twitter by limiting their access only highlights what they stand to lose and does not incentivize them to pay for Blue.

In conclusion, while these suggestions may not resolve Twitter's overarching issues, they represent a path forward. The platform is grappling with severe financial challenges, which complicates efforts to implement meaningful changes. Musk’s leadership has not inspired confidence, and without a coherent strategy, Twitter's future remains uncertain.

Ultimately, significant adjustments are necessary—both in leadership and operational processes—to either create a valuable Blue experience or revert to a less contentious Twitter that could entice back major advertisers.

This video, titled "Is Twitter Blue Worth It? My Experience with Twitter Blue," delves into the pros and cons of the subscription service, providing personal insights that could inform potential subscribers.

In this video, "I paid for Twitter Blue - Here's What You Get & Why Verification Isn't Yet Verifying Anyone," the creator discusses the value of Twitter Blue and the current state of its verification processes, shedding light on whether it’s worth the investment.