Job No. 1 for the new CEO: Revamp the stagnating microblogging service to make it more inviting for regular folks.
Seven years after he was ousted as Twitter’s chief executive, Jack Dorsey has another shot running the social network.
Dorsey’s first priority: Make Twitter more appealing to more people. It’s a tall order. His to-do list includes a simpler, more visually appealing interface so that regular folks can more easily follow topics, people and live events. He has to launch a marketing campaign to convince average users that Twitter is as essential to their daily lives as Facebook. And he has to boost revenue by attracting more advertisers.
Twitter is “still confusing not only to novice users, but even to medium-level, sophisticated users,” said Morgan Downey, the chief executive of Money.Net, a New York-based financial information service for investors.
Dorsey told investors Monday that he’s already made improvements over the summer while interim CEO. These include the ability to use more than 140 characters when directly sending a message to a specific person, and making it easy for users to purchase products by clicking on a new “Buy Now” button. He said teams have been “plotting out ambitious road maps for 2016,” across Twitter and its video-streaming services, Periscope and Vine. Dorsey is also the chief executive of Square, the mobile payments company he founded in 2009.