To offset the anemic growth, Twitter has developed new programs to publish content from its site on other websites, to get it in front of people who aren't regular Twitter users. Tweets now appear in Google search results, for instance, and tweets and hashtags are plastered across countless billboards, TV programs, and advertisements.
Twitter targets ads based on data tied to users' activity. But the company faces challenges making money from ads when they're shown outside the site, to people who Twitter doesn't know much about.
4. Curbing the abuse
Partly because Twitter does not require people to use their real names, content posted to its site can be horrible and offensive. Misogynistic and hateful comments about women in the gaming community were posted on Twitter, as well as other sites like Reddit and 4chan, in the Gamergate controversy. In a leaked memo earlier this year, Dick Costolo admitted the company "sucked" at dealing with abuse.
Over the past several months, Twitter has been improving its tools for letting users report abuse, and has changed its policies to ban content like revenge porn. In March, the company added a new tool to let users report tweets to law enforcement.
Twitter's new chief will face pressure to further expand these user reporting tools, and develop new systems to proactively identify and root out abuse.
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