Casey Fiesler, Associate Professor of Information Science, University of Colorado Boulder
THE CONVERSATION
Thu, November 3, 2022
The turmoil inside Twitter headquarters is sparking discussion of a mass exodus of users. What will happen if there is a rush to the exits? AP Photo/Jeff Chiu
Elon Musk announced that “the bird is freed” when his US$44 billion acquisition of Twitter officially closed on Oct. 27, 2022. Some users on the microblogging platform saw this as a reason to fly away.
Over the course of the next 48 hours, I saw countless announcements on my Twitter feed from people either leaving the platform or making preparations to leave. The hashtags #GoodbyeTwitter, #TwitterMigration and #Mastodon were trending. The decentralized, open source social network Mastodon gained over 100,000 users in just a few days, according to a user counting bot.
As an information scientist who studies online communities, this felt like the beginning of something I’ve seen before. Social media platforms tend not to last forever. Depending on your age and online habits, there’s probably some platform that you miss, even if it still exists in some form. Think of MySpace, LiveJournal, Google+ and Vine.
When social media platforms fall, sometimes the online communities that made their homes there fade away, and sometimes they pack their bags and relocate to a new home. The turmoil at Twitter is causing many of the company’s users to consider leaving the platform. Research on previous social media platform migrations shows what might lie ahead for Twitter users who fly the coop.
Several years ago, I led a research project with Brianna Dym, now at University of Maine, where we mapped the platform migrations of nearly 2,000 people over a period of almost two decades. The community we examined was transformative fandom, fans of literary and popular culture series and franchises who create art using those characters and settings.
We chose it because it is a large community that has thrived in a number of different online spaces. Some of the same people writing Buffy the Vampire Slayer fan fiction on Usenet in the 1990s were writing Harry Potter fan fiction on LiveJournal in the 2000s and Star Wars fan fiction on Tumblr in the 2010s.
By asking participants about their experiences moving across these platforms – why they left, why they joined and the challenges they faced in doing so – we gained insights into factors that might drive the success and failure of platforms, as well as what negative consequences are likely to occur for a community when it relocates.
The turmoil inside Twitter headquarters is sparking discussion of a mass exodus of users. What will happen if there is a rush to the exits? AP Photo/Jeff Chiu
Elon Musk announced that “the bird is freed” when his US$44 billion acquisition of Twitter officially closed on Oct. 27, 2022. Some users on the microblogging platform saw this as a reason to fly away.
Over the course of the next 48 hours, I saw countless announcements on my Twitter feed from people either leaving the platform or making preparations to leave. The hashtags #GoodbyeTwitter, #TwitterMigration and #Mastodon were trending. The decentralized, open source social network Mastodon gained over 100,000 users in just a few days, according to a user counting bot.
As an information scientist who studies online communities, this felt like the beginning of something I’ve seen before. Social media platforms tend not to last forever. Depending on your age and online habits, there’s probably some platform that you miss, even if it still exists in some form. Think of MySpace, LiveJournal, Google+ and Vine.
When social media platforms fall, sometimes the online communities that made their homes there fade away, and sometimes they pack their bags and relocate to a new home. The turmoil at Twitter is causing many of the company’s users to consider leaving the platform. Research on previous social media platform migrations shows what might lie ahead for Twitter users who fly the coop.
Several years ago, I led a research project with Brianna Dym, now at University of Maine, where we mapped the platform migrations of nearly 2,000 people over a period of almost two decades. The community we examined was transformative fandom, fans of literary and popular culture series and franchises who create art using those characters and settings.
We chose it because it is a large community that has thrived in a number of different online spaces. Some of the same people writing Buffy the Vampire Slayer fan fiction on Usenet in the 1990s were writing Harry Potter fan fiction on LiveJournal in the 2000s and Star Wars fan fiction on Tumblr in the 2010s.
By asking participants about their experiences moving across these platforms – why they left, why they joined and the challenges they faced in doing so – we gained insights into factors that might drive the success and failure of platforms, as well as what negative consequences are likely to occur for a community when it relocates.
‘You go first’
Regardless of how many people ultimately decide to leave Twitter, and even how many people do so around the same time, creating a community on another platform is an uphill battle. These migrations are in large part driven by network effects, meaning that the value of a new platform depends on who else is there.
In the critical early stages of migration, people have to coordinate with each other to encourage contribution on the new platform, which is really hard to do. It essentially becomes, as one of our participants described it, a “game of chicken” where no one wants to leave until their friends leave, and no one wants to be first for fear of being left alone in a new place.
For this reason, the “death” of a platform – whether from a controversy, disliked change or competition – tends to be a slow, gradual process. One participant described Usenet’s decline as “like watching a shopping mall slowly go out of business.”
It’ll never be the same
The current push from some corners to leave Twitter reminded me a bit of Tumblr’s adult content ban in 2018, which reminded me of LiveJournal’s policy changes and new ownership in 2007. People who left LiveJournal in favor of other platforms like Tumblr described feeling unwelcome there. And though Musk did not walk into Twitter headquarters at the end of October and turn a virtual content moderation lever into the “off” position, there was an uptick in hate speech on the platform as some users felt emboldened to violate the platform’s content policies under an assumption that major policy changes were on the way.
So what might actually happen if a lot of Twitter users do decide to leave? What makes Twitter Twitter isn’t the technology, it’s the particular configuration of interactions that takes place there. And there is essentially zero chance that Twitter, as it exists now, could be reconstituted on another platform. Any migration is likely to face many of the challenges previous platform migrations have faced: content loss, fragmented communities, broken social networks and shifted community norms.
But Twitter isn’t one community, it’s a collection of many communities, each with its own norms and motivations. Some communities might be able to migrate more successfully than others. So maybe K-Pop Twitter could coordinate a move to Tumblr. I’ve seen much of Academic Twitter coordinating a move to Mastodon. Other communities might already simultaneously exist on Discord servers and subreddits, and can just let participation on Twitter fade away as fewer people pay attention to it. But as our study implies, migrations always have a cost, and even for smaller communities, some people will get lost along the way.
The ties that bind
Our research also pointed to design recommendations for supporting migration and how one platform might take advantage of attrition from another platform. Cross-posting features can be important because many people hedge their bets. They might be unwilling to completely cut ties all at once, but they might dip their toes into a new platform by sharing the same content on both.
Ways to import networks from another platform also help to maintain communities. For example, there are multiple ways to find people you follow on Twitter on Mastodon. Even simple welcome messages, guides for newcomers and easy ways to find other migrants could make a difference in helping resettlement attempts stick.
And through all of this, it’s important to remember that this is such a hard problem by design. Platforms have no incentive to help users leave. As long-time technology journalist Cory Doctorow recently wrote, this is “a hostage situation.” Social media lures people in with their friends, and then the threat of losing those social networks keeps people on the platforms.
But even if there is a price to pay for leaving a platform, communities can be incredibly resilient. Like the LiveJournal users in our study who found each other again on Tumblr, your fate is not tied to Twitter’s.
This article is republished from The Conversation, an independent nonprofit news site dedicated to sharing ideas from academic experts. It was written by: Casey Fiesler, University of Colorado Boulder..
Read more:
Elon Musk is wrong: Research shows content rules on Twitter help preserve free speech from bots and other manipulation
Elon Musk takes Twitter private – here’s what that means for the company and its chances of success
Decentralized social network Mastodon grows to 655K users in wake of Elon Musk's Twitter takeover
Sarah Perez
Thu, November 3, 2022
Open source, decentralized social network Mastodon has been benefiting from the chaotic Twitter takeover by Elon Musk. In addition to seeing a record number of downloads for the Mastodon mobile app this past weekend, the nonprofit company today announced a new milestone. In a post on Twitter -- where Mastodon has been successfully marketing its app to those now considering leaving the service -- it noted that 230,000 people have joined Mastodon in the last week alone. Thanks to these new sign-ups as well as people returning to old accounts they had set up previously, the network now has 655,000 active users, the post noted.
This is the highest number of users Mastodon has seen to date, Mastodon said.
This follows the recent news that the open source network had gained over 70,000 new sign-ups on Friday, Oct. 28 -- the day after Musk's deal to acquire Twitter had closed. From Friday through Sunday, the Mastodon mobile app also saw around 91,000 new installs, third-party data from Sensor Tower indicated -- a 658% increase from the 12,000 installs it saw the three days prior.
This rapid growth has not been without its downsides for the Twitter alternative, however.
This week, one of the most popular servers on the Mastodon network, mastodon.social, has been experiencing lags and downtime as it struggled to accommodate the influx of new users. This could turn some people off from using Mastodon as their initial experience was subpar.
Though Mastodon founder and CEO Eugen Rochko has been working long hours to optimize the service and even ordered new hardware, the upgrade process has taken time at this crucial moment for Mastodon's future. Often, when new users who try a service for the first time get frustrated by bugs and other issues, they don't come back a second time.
Plus, some users came to Mastodon without a full understanding of how a decentralized social network works and have found the process confusing or overly technical. Unlike on Twitter, or any other traditional social network, users don't just create an account and start posting. They have to first pick a server to join as their Mastodon home. This is the part that causes people to stumble, as they don't know where to find a server list, how to choose the right one or whether they're limited to chatting with people only on that server. This could also turn them off from exploring Mastodon further.
It's unfortunate because this is actually the key selling point for Mastodon -- you join a server that best fits your interests. And by distributing the load across a network of servers, running Mastodon doesn't require the infrastructure and engineering -- or the massive amount of capital -- that a network like Twitter does. That means Mastodon can be supported through smaller revenue streams, like sponsorships and donations, instead of ads. It also means Mastodon can't be bought or sold to someone like Musk.
Each Mastodon server is operated by a different individual or organization and can set its own moderation policies. But users aren't limited to only communicating with friends on their own server -- you can find and follow friends anywhere on the network. However, you can view your server's timeline feed and the larger, "Federated" feed separately from your own Home feed of people you follow. This is particularly helpful if the server you've joined is filled with community members who post about things you're interested in. There are a number of topic-based servers to choose from, too, to help with this. For example, some topic-based servers focus on areas like technology, music, gaming, art, activism, LGBTQ+, food and more, in addition to general servers for socializing. This allows everyone to find their own niche.
Of note, decentralization is the direction that Twitter co-founder and former CEO Jack Dorsey is going with his new social networking protocol Bluesky, which now has over 30,000 sign-ups on its waitlist, prelaunch. A Bluesky mobile app will help people to connect using this technology in the days to come.
But the open source community -- including those who have been doing the hard work on Mastodon over the years -- have been frustrated with the Silicon Valley exec's decision to go his own way with Bluesky, instead of using established protocols like ActivityPub, which powers Mastodon and others.
Soon, it seems, users will have to choose what sort of decentralized social networking future they want -- or whether the action on Twitter, regardless of its owner, is too enticing to give up.
Sarah Perez
Thu, November 3, 2022
Open source, decentralized social network Mastodon has been benefiting from the chaotic Twitter takeover by Elon Musk. In addition to seeing a record number of downloads for the Mastodon mobile app this past weekend, the nonprofit company today announced a new milestone. In a post on Twitter -- where Mastodon has been successfully marketing its app to those now considering leaving the service -- it noted that 230,000 people have joined Mastodon in the last week alone. Thanks to these new sign-ups as well as people returning to old accounts they had set up previously, the network now has 655,000 active users, the post noted.
This is the highest number of users Mastodon has seen to date, Mastodon said.
This follows the recent news that the open source network had gained over 70,000 new sign-ups on Friday, Oct. 28 -- the day after Musk's deal to acquire Twitter had closed. From Friday through Sunday, the Mastodon mobile app also saw around 91,000 new installs, third-party data from Sensor Tower indicated -- a 658% increase from the 12,000 installs it saw the three days prior.
This rapid growth has not been without its downsides for the Twitter alternative, however.
This week, one of the most popular servers on the Mastodon network, mastodon.social, has been experiencing lags and downtime as it struggled to accommodate the influx of new users. This could turn some people off from using Mastodon as their initial experience was subpar.
Though Mastodon founder and CEO Eugen Rochko has been working long hours to optimize the service and even ordered new hardware, the upgrade process has taken time at this crucial moment for Mastodon's future. Often, when new users who try a service for the first time get frustrated by bugs and other issues, they don't come back a second time.
Plus, some users came to Mastodon without a full understanding of how a decentralized social network works and have found the process confusing or overly technical. Unlike on Twitter, or any other traditional social network, users don't just create an account and start posting. They have to first pick a server to join as their Mastodon home. This is the part that causes people to stumble, as they don't know where to find a server list, how to choose the right one or whether they're limited to chatting with people only on that server. This could also turn them off from exploring Mastodon further.
It's unfortunate because this is actually the key selling point for Mastodon -- you join a server that best fits your interests. And by distributing the load across a network of servers, running Mastodon doesn't require the infrastructure and engineering -- or the massive amount of capital -- that a network like Twitter does. That means Mastodon can be supported through smaller revenue streams, like sponsorships and donations, instead of ads. It also means Mastodon can't be bought or sold to someone like Musk.
Each Mastodon server is operated by a different individual or organization and can set its own moderation policies. But users aren't limited to only communicating with friends on their own server -- you can find and follow friends anywhere on the network. However, you can view your server's timeline feed and the larger, "Federated" feed separately from your own Home feed of people you follow. This is particularly helpful if the server you've joined is filled with community members who post about things you're interested in. There are a number of topic-based servers to choose from, too, to help with this. For example, some topic-based servers focus on areas like technology, music, gaming, art, activism, LGBTQ+, food and more, in addition to general servers for socializing. This allows everyone to find their own niche.
Of note, decentralization is the direction that Twitter co-founder and former CEO Jack Dorsey is going with his new social networking protocol Bluesky, which now has over 30,000 sign-ups on its waitlist, prelaunch. A Bluesky mobile app will help people to connect using this technology in the days to come.
But the open source community -- including those who have been doing the hard work on Mastodon over the years -- have been frustrated with the Silicon Valley exec's decision to go his own way with Bluesky, instead of using established protocols like ActivityPub, which powers Mastodon and others.
Soon, it seems, users will have to choose what sort of decentralized social networking future they want -- or whether the action on Twitter, regardless of its owner, is too enticing to give up.
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