Observing Trust
Twitter is a fascinating addition to modern life (technically and sociologically). It has (largely) overcome massive scalability challenges and is an exemplar in coping with ‘unprecedented’ growth. Twitter uses Big Data technologies, and massive scale social platforms are redefining design thinking.
Twitter has verified celebrity accounts for some time. The ‘white tick in a blue circle’ on the profile page of the Dalai Lama certifies his account as genuine. Followers (in the virtual sense) accept this certification.
Verified by Twitter – the Dalai Lama…
Why is this trust dynamic interesting?
- Typical end-users know little of ‘the Twitter organisation’,
- The identity certification process is not well known,
- We are ‘suspicious’ of accounts of public figures which are ‘not verified’, even though they may be genuine,
- We know ‘Twitter isn’t perfect’ (the fail whale),
- And yet – certification is accepted without challenge.
The Twitter ‘fail whale’
Is this problematic?
Twitter needs to get account verification right. A verified account that turns out to be an impersonation is embarrassing. The recent case of Wendi Murdoch illustrates why. Should this happen on any scale (or with any frequency) reputational damage would result, along with loss of trust in the verified account status. Celebrities (or their agents) would undoubtedly be quick to highlight impersonation, as they too must protect reputation. This creates an interesting identity assurance ‘feed back loop’. Correlation of identities reinforces trust – e.g. where a celebrity links to a Twitter account from an established (and trusted) website.
Twitter’s public “verified” program beta has been phased out, so for ‘the Tweeting masses’ there is no account verification mechanism. This is proportionate, but greatly restricts the potential of identity assurance. In a sense, Twitter is acting as an Identity Provider for high-profile people:
- There is a Registration service,
- an Enrolment Service,
- an Identity Verification Service,
- and a mechanism to demonstrate proof of identity to others.
Participation in the trust framework is acceptance by the ‘followers’ of the ‘white tick, blue circle ’, as a Twitter ‘kite-marked’ identity.
Why is this interesting?
Thinking about this as an abstract pattern leads to a number of predictions/hypotheses:
- Social Network providers will eventually offer fully-featured identity services to end-users
- Trust frameworks will be created where the assured identity is ‘transferable’ (identity federation)
- Identity as a Service and transactional services around identity management will become popular
- As consumerisation is driving ‘bring your own technology’, we will reach a point of “Bring your own Identity” where the trust framework extends into the enterprise.
Twitter users trust Twitter to professionally deliver the account verification process. Users (by and large) do not really consider how that process works.
Will this herald a ‘new norm’ where social network identities are used in the corporate realm, in the guise of ‘Bring your own Identity’?







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