Among the most frequent criticisms in the top management of Twitter is that those responsible fundamentally misinterpret the platform, what it does best and the innumerable ways in which it fails its users daily. That can best be expressed through the approach that the company, and in particular its CEO Jack Dorsey, takes to try to solve its problems, whether they are white nationalists who are organized on the platform or inconsistent application policies on harassment and speech. of hate.
Often, Dorsey engages in interviews with the press and in his personal account to work harder to solve the biggest problems of Twitter, only so that these solutions finally manifest as benign adjustments and largely without sense of the user interface – effectively Band-Aids in bullet wounds.  But another facet of the problem is communication. Twitter is bad for understanding what is wrong and how to fix it because it often employs people who do not use the product or do not know how to communicate publicly with the people who do it. Apparently, the product manager of Twitter, a job that nobody can keep for more than a year, has never been occupied by someone with a solid vision of the future of the platform and how it should get there.
That's why Twitter is now requesting that applicants sign up to become the company's "Tweeter in Chief". The new position of the company, a list for which it was released live today describes the role as one in which "it will set the tone of who we are and how we act, and will talk to people on Twitter", using the @Twitter control. The company says it wants someone who is "extremely connected to the culture of Twitter, to Stan's culture and culture in general," as well as to someone "obsessed with building communities and how content travels on the platform."
In the era of brands Engaging in disturbing levels of intimacy personified with users on social networks to package and sell mental illnesses or consumption of fashion as a radical act of self-expression, Twitter itself is realizing that it needs something of the same marketing magic that its platform has endowed fast food brands. . Streaming services, and cookie companies. That or Twitter wants its own Wendy chicken nugget or the moment that breaks the Instagram record.
"You are a master at the art of Twitter, and you want to take that passion and experience to the final goal level of @Twitter", says the job description. We can only imagine that it implies publishing many tweets like this:
you: It's time to break my to-do list
Twitter: lol, hi
– Twitter (@Twitter) April 15, 2019  It is not clear if this function would imply revealing his identity; Given the increase in brands that use the first person point of view, it seems unlikely that the job description includes attaching its name to official corporate tweets. That said, it seems that Twitter is looking for someone to have more fun with their official identifier, which is usually full of minutiae of updating products that induce yawns, and can communicate product changes in a way that really resonates with the users. I'm not sure what that mix looks like, but it's necessarily more complicated than your average @Dennys or Netflix dunk joke.
Just take a look at some of the other great recent successes of the account. The trend seems to be somewhere between the AI program parading as a human employee and communications expert who knew the recent entries of Know Your Meme:
Enjoying your own tweets is self-care
– Twitter (@Twitter) May 28, 2019
Normal heart rate:
⠀ / ⠀ ⠀ ⠀ ⠀
__ / __ / __ / _
/ ⠀ ⠀ ⠀ ⠀ ⠀ /
When his crush slips in his DM:
⠀ / ⠀ / ⠀ /
_ / / _ / / _ / / _
⠀ / ⠀ ⠀ / ⠀ ⠀ /
– Twitter (@Twitter) April 8, 2019
Who would play you in the movie of your life?
– Twitter (@Twitter) April 9, 2019  Whatever the logic here, it works as far as the commitment goes. A standard Twitter product update publication of @Twitter finds thousands of "likes" and much less retweets. That's not a good look for an account with 56 million followers. But the previous tweets show the level of popularity that @Twitter can accumulate when you're just being silly and pretending to be an extremely online friend, rather than a human being paid to pretend it's a brand that claims to be a human being.
Twitter may have fundamental problems that it needs to solve in terms of how it handles speech, who it allows on the platform, and what design changes, whether radical or subtle, can create healthier conversations. But it is almost certain that it can not hurt that someone who is more inclined to the online culture takes over their main communication channel.
Hopefully it is not another Band-Aid, and whoever assumes the role will be able to better communicate why the company makes certain decisions and how it plans to improve. Because accumulating "like" and "retweets" for a timely meme will not do much to solve any of the platform's endemic problems or create a more productive two-way street between Twitter and its user base.