Context
Community Notes (formerly Birdwatch) is Twitter's crowdsourced system for adding context to misleading tweets. When I worked on it, we were moving from closed beta to a US general availability launch — one of the most important trust & safety product moments at Twitter.
This wasn't just a product launch. It was a staunch position about how the company handles truth at scale.
The challenge
Launching a product tackling misinformation at scale means navigating:
- Different tone of voice when crafting messaging
- Scepticism from press and polarised user base
- Internal stakeholder alignment across Legal, Policy, Trust & Safety and Product
- Communicating nuance (this is community-sourced, not editorial) without causing more confusion
The work
Led the external messaging and positioning framework for the US rollout. This included:
- Developing clear, plain-language explanations of how the system works and how it doesn't
- Support building of educational materials for release
- Working with VP of Product on product-specific narrative
- Driving GTM meetings and internal coordination for launch
The result
Community Notes launched publicly. It's now one of Twitter's most visible trust & safety features — cited by researchers, regulators, and journalists as a serious attempt at crowdsourced moderation at scale.
The work required holding complexity without losing clarity. That's the job.