The move builds on work the company did in 2014 and 2015, but it takes special significance now that acquisition rumors are rampant. Some say deals with organizations such as Disney fell through because the platform is a hotbed for negativity and cyber bullying.
In a blog post, Twitter wrote:
We took a step back to reset and take a new approach, find and focus on the most critical needs, and rapidly improve. There are three areas we’re focused on, and happy to announce progress around today: controls, reporting, and enforcement.
In its “Notifications” section, Twitter is enabling users to mute “keywords, phrases and even entire conversations you don’t want to see notifications about.”