The Twitter Blue Checkmark is seen in this photo illustration in Warsaw, Poland on 21 September, ... [+]
Imagine if restaurants in New York City and Los Angeles could subscribe to a service that provided verification that their business was clean, up to code, and free of violations. Would consumers want to actually trust such a system? In both of those cities, restaurants are currently inspected at least once a year, and an 'A' is the highest grade in each. A 'B' rating means the restaurant is clean, but has some minor issues that need to be fixed, and a 'C' rating is generally issued to those facilities that shouldn't be open.
Since New York and Los Angeles adopted their similar grading structures, both cities have seen a drastic decrease in food-related illnesses and food-borne outbreaks.
On Twitter, the previous verification process wasn't entirely the same as the health inspections, yet, to receive the infamous blue check mark required some proof of who an individual was, even if it didn't mean they could always be trusted.
Going Blue
Now with Twitter Blue, anyone who pays for the subscription – as well as those with a million followers – can get the blue check marks. This has only served to create confusion, especially when it comes to businesses that are now verified.
According to a recent survey conducted by B2B Reviews, more than 60% of Twitter users said the platform made a mistake by removing the blue check marks from certain accounts. In addition, 59% of users said removing the blue check marks impacts how they perceive certain accounts on Twitter, while one in four said they would like to see more frequent account verification.
"It is important for businesses to assess whether the badge is valuable and holds significant importance for their specific objectives and target audience," said James Campigotto, who works on behalf of B2B Reviews.
"In some cases, having a verification badge still offers benefits such as increased visibility and credibility, especially for businesses operating in industries where trust and authenticity among consumers are paramount, such as retail," Campigotto added. "When purchasing from a business, we found that having a blue check mark was extremely important to 29% of users. Overall, 70% believe that Twitter is the most important platform for business verification, followed by Facebook (63%)."
Moreover, it's crucial to recognize how the perception of trust on social media has evolved over time. Campigotto suggested that users have become more discerning and understand that trustworthiness goes beyond a mere symbol.
"Factors such as content quality, transparency, engagement with followers, and consistent behavior play a crucial role in determining authenticity. As a result, the blue check mark alone may no longer carry the same weight it once did in establishing credibility," he added.
Twitter In Flux
How people perceive Twitter's blue check mark is simply in flux, suggested technology industry analyst Susan Schreiner of C4 Trends. There is now still a first tier where the checkmark matters as a sign of credibility, but it has been diluted by those individuals and businesses that are subscribing to Twitter Blue.
"The first tier includes celebrities as well as local-state-federal government agencies, NGOs and other related sites," Schreiner explained.
"For another tier, Twitter's blue checkmark is diminishing in value given the uncertainty of Twitter's policy – to buy or not. What about trolls and misinformation sites controlled by foreign players that are willing to pay the monthly fee? So, if someone buys a checkmark, does that make them more credible or trustworthy," pondered Schreiner.
Subscriber Not Verified
It could be argued now that the subscription to Twitter Blue simply is a way to have one's voice or presence on the platform amplified, much like paying for an ad to be included in the old telephone directory. Just as a full-page ad didn't mean AAA Plumbing was the best, a blue check mark might not mean the user on Twitter is who they claim to be.
"With the ability for anyone to pay for a blue check mark, concerns about fake accounts, inconsistent verification processes, and evolving perceptions of trust have emerged," Campigotto warned.
However, he said that users have become more skeptical about relying solely on the blue check mark as an indicator of authenticity, which has led to questioning of its reliability and trustworthiness.
"It would seem that Twitter now might need to start to rethink this policy," said Schreiner, "Or develop some alternative to restore trust and credibility to a marking next to your Twitter handle."
