Jack Dorsey: How Twitter needs to change
Jack Dorsey: Como o Twitter precisa mudar
Jack Dorsey is the CEO of Twitter, CEO & Chairman of Square, and a cofounder of both. Full bioChris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading. Full bioWhitney Pennington Rodgers - TED Current Affairs Curator
Whitney Pennington Rodgers is an award-winning journalist and media professional. Full bio
Double-click the English transcript below to play the video.
a sua preocupação atual?
What worries you right now?
sobre muitos problemas do Twitter.
about lots of issues on Twitter.
sobre como as coisas estão hoje?
the health of the conversation.
é a saúde da conversa.
the public conversation,
à conversa pública,
a number of attacks on it.
misinformation.
e desinformação.
that we were not expecting
que não esperávamos 13 anos atrás,
starting the company.
is just our ability to address it
a nossa capacidade de resolver isso
of how we're taking action,
of how we're taking action
de como estamos agindo
para quando errarmos,
for when we're wrong,
I'm really glad to hear
Que bom ouvir que isso te preocupa,
a lot written about people
e assediadas no Twitter,
and harassed on Twitter,
mulheres de cor e negras.
than women and women of color
um relatório há alguns meses
a report a few months ago
of active black female Twitter users
negras usuárias ativas do Twitter,
one in 10 of their tweets
for the community on Twitter,
para a comunidade do Twitter,
"health for everyone,"
"saúde para todos",
tenta fazer do Twitter um espaço seguro
to make Twitter a safe space
for women of color and black women?
mulheres de cor e negras?
quando se acessa um serviço
something about the world,
aprender algo sobre o mundo,
reporting abuse, receiving abuse,
denunciando e recebendo insultos,
is just the incentives
mais profundamente os incentivos
and the service provides.
propiciam naturalmente.
makes it super-easy to harass
do sistema torna superfácil
através do serviço,
of our system in the past
do nosso sistema no passado
reporting harassment and abuse.
em pessoas denunciando assédio e insultos.
we decided that we were going to apply
decidimos que íamos aplicar
a lot more deep learning to the problem,
e aprendizado profundo no problema,
around where abuse is happening,
quando o insulto está acontecendo,
off the victim completely.
completamente o fardo da vítima.
are now proactively identified
agora são identificados proativamente
have to report them.
não precisem denunciá-los.
are still reviewed by humans,
ainda são revisados por humanos,
without a human actually reviewing it.
ou contas sem a revisão humana.
just a year ago.
had to actually report it,
tinha de reportá-lo,
a lot of work for us
para elas e para nós,
is making sure that we, as a company,
é assegurar que, como empresa,
that we're trying to serve.
as comunidades que tentamos atender.
um negócio bem-sucedido
that is successful
uma diversidade de perspectivas
of perspective inside of our walls
every single day.
esses problemas todos os dias.
that's doing the work,
mas também na liderança da empresa.
for what people are experiencing
e lhes dar melhores ferramentas para agir
a much better and easier approach
uma abordagem melhor e mais fácil
das coisas que estão vendo.
that they're seeing.
is around technology,
tem a ver com tecnologia,
the incentives on the service:
os incentivos no serviço:
when you first open it up?
quando ela o acessa pela primeira vez?
it's incented a lot of mob behavior,
muito comportamento de massa,
at some of the fundamentals
alguns dos fundamentos
to make the bigger shifts.
para criar as maiores mudanças.
around technology, as I just described,
mudanças com a tecnologia,
at the dynamics in the network itself,
profundamente a dinâmica da própria rede,
that you might be able to change
fundamentally shift behavior?
mudaria o comportamento?
com o conceito de seguir uma conta,
with this concept of following an account,
people actually come to Twitter.
que as pessoas acessem o Twitter.
as an interest-based network.
como uma rede baseada em interesses.
devido a um determinado interesse.
to find and follow the related accounts
e acompanhar as contas relacionadas
is allow you to follow an interest,
permitir que seguissem um interesse,
uma tendência, uma comunidade,
to show all of the accounts,
de mostrar todas as contas,
all the hashtags
todas as hashtags
particular topic and interest,
determinado tópico e interesse,
the perspective that you see.
a perspectiva que a pessoa vê.
away from just an account bias
do viés de apenas uma conta
so much content on there
of people around the world
milhões de pessoas do mundo todo
contest with each other
umas com as outras
of people who just read Twitter,
que apenas leem o Twitter,
everyone's out there saying,
seguidores, retuítes".
a few more 'likes,' followers, retweets."
is that the number one path to do that
que o melhor jeito é sendo,
are a dream on Twitter,
são um sonho no Twitter
process of driving outrage.
de estimular ultrajes.
we made in the early days was
how many people follow you.
should be big and bold,
deveria ser grande e ambicioso,
that's big and bold has importance,
grande e ambiciosa teria importância,
that you want to drive.
Provavelmente não.
o número de seguidores,
the follower count as much.
the "like" count as much.
create "like" in the first place,
que nem criaria as curtidas,
to be the most important thing,
ser o mais importante,
back to the network
that we thought of 13 years ago,
important right now.
extremamente importantes.
how we display the follower count,
a conta do seguidor,
como mostramos as curtidas,
that we want people to drive up?
que as pessoas alcancem?
when you open Twitter,
quando abre o Twitter,
I need to increase?"
that's the case right now.
some of the tweets
com perguntas da plateia também.
in from the audience as well.
of the amazing things about Twitter
como inteligência coletiva,
more questions, more points of view
are really healthy.
são realmente saudáveis.
passed already quickly down here,
"Qual o plano do Twitter para combater
foreign meddling in the 2020 US election?"
nas eleições dos EUA em 2020?"
que vemos na internet em geral,
that's an issue we're seeing
automatizada acontecendo.
automated activity happening.
in fact, we have some work
temos um trabalho
at Zignal Labs,
to give us an example
para demonstrar o que estou falando,
malicious account activity,
coordenada maliciosa,
things like elections.
por exemplo, as eleições.
from Zignal which they've shared with us
que eles compartilharam conosco,
they have from Twitter,
human accounts, each dot is an account.
como uma conta de humano.
mais automatizada é a atividade
a few humans interacting with bots.
alguns humanos interagindo com bots.
to the election in Israel
about Benny Gantz,
sobre Benny Gantz,
that was an election
por uma pequena margem,
in some case influenced by this.
that happening on Twitter,
nisso acontecendo no Twitter,
that you're doing, specifically,
assim se espalhe dessa maneira,
like this spreading in this way,
that could affect democracy?
que podem afetar a democracia?
the health of a conversation,
a saúde de uma conversa,
that you have indicators
que existem indicadores
in terms of are we healthy or not,
the flushness of your face,
the indicators of conversational health.
os indicadores da saúde conversacional.
called Cortico at MIT
chamado Cortico, no MIT,
measure on the system.
no final serem medidas no sistema.
what we're calling shared attention.
de atenção compartilhada.
of the conversation is attentive
realidade compartilhada,
of the conversation
compartilha os mesmos fatos.
are truthful or not,
são verdadeiros ou não,
the same facts as we converse?
enquanto conversamos.
is receptive or civil
é receptiva ou civilizada,
is variety of perspective.
or echo chambers,
de filtro ou câmaras de eco,
a variety of opinions
de opiniões dentro da conversa?
is the understanding that,
o entendimento de que,
gets healthier and healthier.
a conversa fica cada vez mais saudável.
if we can measure these online,
se podemos medir isso on-line,
around receptivity.
no que se refere à receptividade.
a toxicity model, on our system
um modelo de toxicidade, em nosso sistema
whether you are likely to walk away
a chance de a pessoa se afastar
that you're having on Twitter
num grau bastante preciso.
trend over time
se comportam ao longo do tempo
that these are balanced,
que os indicadores estejam equilibrados,
you might decrease another.
podemos diminuir outro.
shared reality.
a realidade compartilhada.
of the questions flooding in here.
das inúmeras perguntas aqui.
of Nazis from Twitter?
de nazistas no Twitter.
around violent extremist groups,
extremistas violentos,
and our terms of service
e dos nossos termos de serviço
harass someone,
assediar alguém,
that we act on immediately.
nas quais agimos imediatamente.
where that term is used fairly loosely,
é usado de forma bastante frouxa,
any one mention of that word
a palavra de uma pessoa
should be removed from the platform.
deva ser removida da plataforma.
are based around, number one:
baseiam-se, primeiro:
with a violent extremist group?
a um grupo extremista violento?
and the American Nazi Party and others.
e o Partido Nazista Americano e outros.
imagery or conduct
imagens ou tendo condutas
working on content moderation
na moderação de conteúdo, cuidando disso?
that we're, number one,
de estarmos, primeiramente,
hiring massive amounts of people,
contratar um número enorme de pessoas,
that this is scalable,
de que isso pode ser ajustado,
that can actually scale this.
que se possa ajustar a isso.
around proactive detection of abuse
na detecção proativa do insulto
scouring every single tweet
constantemente cada tuíte,
interesting ones to the top
to whether we should take action or not,
para saber se devemos agir ou não,
of people that are scalable,
ajustável de pessoas,
monitoring these accounts,
monitorando essas contas,
with abuse and harassment.
we have flexibility in our people
para o que for mais necessário.
at what is most needed.
de eleições no México,
in Mexico, one coming up in India,
the midterm election,
legislativas do ano passado,
with our resources.
com nossos recursos.
to our current terms of service
consultar nossos termos de serviço atuais
and harassment that you just received
ou assédio que acabou de sofrer
our terms of service to report it,
é contra nossos termos de serviço,
when you open that page
ao abrir essa página
property protection.
da propriedade intelectual.
abuse, harassment
vai ler sobre insulto, assédio
that you might be experiencing.
que possa estar sofrendo.
over the company's history,
ao longo da história da empresa,
the thing that people want
da coisa que as pessoas querem,
and to actually act on.
what we believed was important.
o que acreditávamos ser importante.
mas também simplificando as regras
so that they're human-readable
e que elas consigam de fato entender
understand themselves
and when something is not.
nossos termos e quando não é.
the burden of work from the victims.
é remover o peso do trabalho das vítimas.
towards technology,
humanos sofrendo insulto
having to review that work.
incentivando mais trabalho
that's super, super negative,
between the technology
entre a tecnologia
of finding and reporting them.
de encontrá-los e reportá-los.
about what you said.
you are looking for ways
design of the system
fundamental do sistema
behavior, and perhaps --
dos comportamento reativos e talvez,
mais reflexivo das pessoas.
to that "like" button be?
para aquele botão "curtir"?
is that I believe fundamentally
é que acredito fundamentalmente
facing the world
problemas existenciais,
not any one particular nation-state,
global se beneficia.
dynamics of Twitter,
únicas do Twitter:
qualquer conversa e participar dela.
and participate in it.
like climate change.
like the displacement in the work
de vagas de emprego
like economic disparity.
estado-nação faça,
to solve the problem alone.
o problema sozinho.
com o resto do mundo,
Twitter can play a part.
pode desempenhar um papel.
right now, when you go to it,
como é hoje, quando você acessa,
feeling like you learned something.
que aprendeu alguma coisa.
a very, very rich network,
that they learn from every single day.
com a qual aprendem todos os dias.
and a lot of time to build up to that.
e muito tempo para construir isso.
to those topics and those interests
para esses tópicos e interesses
they're finding something that,
they spend on Twitter --
elas passem no Twitter,
the time on Twitter,
what they actually take away from it
o que elas realmente tiram de lá
que muita gente quer saber.
that a lot of people want to know.
to a huge extent,
limitado, em grande medida,
ter investidores te pressionando,
is from advertising --
de dinheiro ser a publicidade
user time, if need be,
o tempo do usuário, se necessário,
less time on the service,
menos tempo no serviço,
that, like, you're coming to Twitter,
de que a pessoa acesse o Twitter
that you learn from and that you push.
com que aprenda e divulgue.
any more time to see more.
de mais tempo para ver mais.
se você está medindo isso,
daily active usage,
that doesn't necessarily mean things
que as pessoas valorizam todo dia.
as pessoas são atraídas,
like a moth to the flame, every day.
todo dia... somos viciados.
something that pisses us off,
e há mais receita publicitária,
com mais raiva uns dos outros.
dangerous term to be optimizing.
um termo perigoso para otimizar.
finish the other metric,
terminar a outra métrica,
healthy contribution back to the network,
contribuição saudável de volta à rede,
is actually participating in conversation
participando de conversas saudáveis,
I articulated earlier.
que mencionei anteriormente.
around one metric.
apenas uma métrica.
a healthy contribution to the network
uma contribuição saudável para a rede
para as pessoas.
em que as pessoas nos digam:
"Hey, I learned something from Twitter,
e estou saindo com algo de valor".
with something valuable."
mas vai levar algum tempo.
I think to me, as this enigma.
você é um enigma.
but I woke up the other night
mas acordei uma noite dessas
thinking about you and the situation,
você e a situação:
on this ship called the "Twittanic" --
num navio chamado "Twittanic"...
de muitos outros comandantes,
listen to me, I want to hear."
falem comigo, quero ouvir".
"We're worried about the iceberg ahead."
com o iceberg à frente".
that is a powerful point,
para ser dirigido como deveria".
hasn't been built properly
e ficamos esperando, observando
this extraordinary calm,
saying, "Jack, turn the fucking wheel!"
dizendo: "Jack, vire essa porra de leme!"
It's our world at stake.
quanto outras plataformas,
of the other platforms,
usam-no para definir a agenda,
to set the agenda,
important role in the world than to ...
mais importante no mundo do que para...
of listening, Jack, and hearing people,
brilhante de ouvir as pessoas, Jack,
and move on this stuff --
e trabalhar nisso.
moving substantially.
nos movendo significativamente.
a few dynamics in Twitter's history.
na história do Twitter.
in terms of our future,
em termos do nosso futuro,
were using the platform,
estavam usando a plataforma,
a bunch of the foundation,
em massa malucas,
for what we were doing,
para o que estávamos fazendo,
the public conversation.
with the fundamentals.
com os fundamentos.
to address what you're talking about,
de coisas superficiais
mas precisamos de mudanças duradouras,
to what we started 13 years ago
ao que começamos há 13 anos,
and how the framework works
and how people are using it.
e as pessoas o estão usando.
but quickness will not get the job done.
mas rapidez não vai resolver.
the fundamentals of the network
and being transparent about where are
sobre onde estamos
continuar a merecer confiança.
that we've put in place.
das estruturas que estabelecemos.
of stupid stuff we were doing in the past.
estúpidas que fazíamos no passado.
que, se tivessem a chance,
who, if given the chance,
on this change-making agenda you're on,
nessa sua agenda de mudança
and speaking so openly.
e falar tão abertamente.
e boa sorte com sua missão.
and good luck with your mission.
Thanks for having me.
Obrigado por me receber.
ABOUT THE SPEAKERS
Jack Dorsey - Entrepreneur, programmerJack Dorsey is the CEO of Twitter, CEO & Chairman of Square, and a cofounder of both.
Why you should listen
More profile about the speaker
Jack Dorsey | Speaker | TED.com
Chris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading.
Why you should listen
Chris Anderson is the Curator of TED, a nonprofit devoted to sharing valuable ideas, primarily through the medium of 'TED Talks' -- short talks that are offered free online to a global audience.
Chris was born in a remote village in Pakistan in 1957. He spent his early years in India, Pakistan and Afghanistan, where his parents worked as medical missionaries, and he attended an American school in the Himalayas for his early education. After boarding school in Bath, England, he went on to Oxford University, graduating in 1978 with a degree in philosophy, politics and economics.
Chris then trained as a journalist, working in newspapers and radio, including two years producing a world news service in the Seychelles Islands.
Back in the UK in 1984, Chris was captivated by the personal computer revolution and became an editor at one of the UK's early computer magazines. A year later he founded Future Publishing with a $25,000 bank loan. The new company initially focused on specialist computer publications but eventually expanded into other areas such as cycling, music, video games, technology and design, doubling in size every year for seven years. In 1994, Chris moved to the United States where he built Imagine Media, publisher of Business 2.0 magazine and creator of the popular video game users website IGN. Chris eventually merged Imagine and Future, taking the combined entity public in London in 1999, under the Future name. At its peak, it published 150 magazines and websites and employed 2,000 people.
This success allowed Chris to create a private nonprofit organization, the Sapling Foundation, with the hope of finding new ways to tackle tough global issues through media, technology, entrepreneurship and, most of all, ideas. In 2001, the foundation acquired the TED Conference, then an annual meeting of luminaries in the fields of Technology, Entertainment and Design held in Monterey, California, and Chris left Future to work full time on TED.
He expanded the conference's remit to cover all topics, including science, business and key global issues, while adding a Fellows program, which now has some 300 alumni, and the TED Prize, which grants its recipients "one wish to change the world." The TED stage has become a place for thinkers and doers from all fields to share their ideas and their work, capturing imaginations, sparking conversation and encouraging discovery along the way.
In 2006, TED experimented with posting some of its talks on the Internet. Their viral success encouraged Chris to begin positioning the organization as a global media initiative devoted to 'ideas worth spreading,' part of a new era of information dissemination using the power of online video. In June 2015, the organization posted its 2,000th talk online. The talks are free to view, and they have been translated into more than 100 languages with the help of volunteers from around the world. Viewership has grown to approximately one billion views per year.
Continuing a strategy of 'radical openness,' in 2009 Chris introduced the TEDx initiative, allowing free licenses to local organizers who wished to organize their own TED-like events. More than 8,000 such events have been held, generating an archive of 60,000 TEDx talks. And three years later, the TED-Ed program was launched, offering free educational videos and tools to students and teachers.
Chris Anderson | Speaker | TED.com
Whitney Pennington Rodgers - TED Current Affairs Curator
Whitney Pennington Rodgers is an award-winning journalist and media professional.
Why you should listen
Prior to joining TED as current affairs curator, Whitney Pennington Rodgers produced for NBC's primetime news magazine Dateline NBC. She earned a duPont-Columbia award and a News & Documentary Emmy or her contributions to the Dateline NBC hour "The Cosby Accusers Speak" -- an extensive group interview with 27 of the women who accused entertainer Bill Cosby of sexual misconduct.
Pennington Rodgers has worked at NBC's in-house production company Peacock Productions, The Today Show, Nightly News, Rock Center with Brian Williams and New Jersey-centric public affairs shows Caucus: New Jersey and One-on-One with Steve Adubato. Prior to beginning her career in media, she had a short stint as a fourth-grade teacher through the Teach for America program.
Pennington Rodgers received her Bachelor's in journalism and media studies from Rutgers University. She completed her Master's of Journalism at the University of California at Berkeley, where she produced a documentary about recruitment of nonblack students at historically black colleges and universities.
Whitney Pennington Rodgers | Speaker | TED.com