Musk throws down the gauntlet to media institutions

“THIS IS where the writers are, Of past, Present, And Future”. This was Elon Musk’s answer to the question: Why Twitter?

In a matter of days after the tweet, the social media platform launched Twitter Notes (in pilot form in Canada, Ghana, the UK and the US) which is the platform's answer to long-form content.

Twitter is trialling a new feature allowing users to share "notes" as long as 2 500 words. Currently, Twitter limits posts to 280 characters.

Twitter Notes is the first sign that Musk is wielding his influence over the social media platform. This is not to say that Twitter was not working on some form of long-form tweets before the intervention by its majority shareholder. An instruction has been issued to unleash the most lethal part of this media giant.

To understand the significance of the change, you have to consider that the short form of writing was baked into the Twitter design architecture. The change is not only about Twitter, it's the beginning of Twitter's challenge to the media establishment. The new feature aims to keep audiences in the Twitter eco-system, with readers able to see a headline and access the longer note by clicking on a link.

It’s Twitter’s answer to platforms like Substack where most independent writers have flocked. Twitter is taking micro out of microblogging in a way that has never been seen before.

How should society welcome the long-form version of Twitter when it's implemented? If it goes ahead with a long-form content plan, should it not be considered a publisher?

There are two ways of looking at developments. One has more to do

with the fact that more people will have similar tools as media companies to communicate. Depending on the accuracy of the information being shared, this will be a double-edged sword with limited regulation. It will be easier for people to share more inaccurate information and add fuel to a toxic environment of misinformation.

On the other hand, some will celebrate a new entrant into the media ecosystem. They will see this as an opportunity for independent writers and journalists to expand their craft and thereby add new voices. If this catches on, Twitter will become one of the most important media platforms,

What this means for media companies is that the ground has shifted further. When social media entered the media space, it became a thorn in the media industry. Then, social media was just enabling the distribution of news and content through its platforms. In addition, some tech companies ate the bigger chunk of advertising spending.

Twitter alone, with short-form tweets, did not hurt the media sector. Now that Twitter will adopt some form of long-form tweets, it will eat more of the advertising slice and gain more attention from readers from mainstream media platforms.

The fact that Musk will be at the helm will not make life easier for media companies. He is one of the greatest innovators of our times.

The future Twitter will be even more of a thorn for the media industry. It will be an exciting time for writers and independent journalists. Twitter will become a platform for writing, content distribution, and income generation for thinkers and thought leaders. It will also require caution.

What should media companies do about the upcoming attack by technology companies? Part of the answer has to include less reliance on technology companies for their existence.

Media companies rely on social media companies for distribution, which is a form of self-destruction. It is not impossible for media companies to stand on their own. Recent indications are that social media companies are not keen to share their advertising revenue. The New York Times has figured out how to play the game and Disney is also proving to be smart about its response. Disney, instead of relying on Netflix and Apple to distribute its content, created its own streaming platform. The New York Times is responding by being a product company.

Media companies play too a critical role for society to allow their existence to be controlled by tech companies.

Their responsibility to ensure that society has access to quality and accurate information cannot be carried out by any other entity. The responsibility should inspire media companies to innovate and come up with ways of surviving in the 21st century.

Tech companies are taking over the role of media companies without taking the responsibility that comes with being a publisher. To allow this is to lay the ground for anarchy. If Twitter implements long-form content, it mighty be necessary to start treating Twitter as a publisher. New rules will have to be formulated to manage the risks that will come with a Twitter that wields a mighty pen of a publisher.

It will be a tough task but a necessary one if society is to preserve what is left of journalism.

Diphoko is the editor-in-chief of FastCompany (SA) magazine. He hosts weekly TwitterSpaces on technology and innovation, you can follow him on Twitter via: @WesleyDiphoko