Third, Twitter needs to find more ways to encourage conversations among users, whether publicly in their timelines or privately in the form of direct messages. Costolo cited the August 2013 introduction of threaded conversations as a measure that helps new users get involved in crosstalk by making it easier to follow what others are saying to each other.
Finally, he repeatedly mentioned the need to improve topic-based discovery. Giving users an easier way to follow topics rather than people, lists or hashtags will connect them more efficiently to the content they’re interested in, promoting higher engagement.
“We know from our research that these are the kinds of things that cause users to become more engaged and to stick with the product,” Costolo said. “We don’t need to change anything about the characteristics of our platform. We just need to make Twitter a better Twitter.”