Elon Musk’s Twitter scares employees, advertisers and users

Since the multi-billionaire took over the social network, several company executives have resigned. Brands have also called to suspend their ads on the platform that celebrities have decided to leave.

Elon Musk’s takeover of Twitter is causing a lot of negative reactions. While Tesla’s boss has fired several members of the social network’s management and plans to lay off 25% of employees, the platform’s leaders have left the company, shows New York Times. They include Chief Marketing Officer Leslie Brand, Product Manager Jay Sullivan and Chief Customer Officer Sarah Personette.

When announcing his departure from the company on Twitter, the latter said he met Elon Musk last week to discuss platform advertising partnerships. It was following this meeting that the multi-billionaire and ardent defender of freedom of expression tried to reassure advertisers through an open letter, in which he indicated that “Twitter clearly cannot be a hellish place open to all, where anything can be said without consequence”.

Brands have been encouraged to suspend their ads on Twitter

Despite this message and Elon Musk’s intention to form a content moderation council, advertisers – who are responsible for 90% of the platform’s revenue – are not encouraged to stay on Twitter. If automaker General Motors was the first to temporarily suspend its ads on the social network, other major brands have been called to do the same. IPG, one of the largest advertising companies in the world, which counts Coca-Cola, Mattel or Spotify among its customers, has recommended that they temporarily stop paying for ads on Twitter.

More than 40 civil rights groups, including the Center for Countering Digital Hate and GLAAD, also sent an open letter on Tuesday to 20 of the social network’s leading advertisers, urging them to take action. “Musk’s promises in no way accurately describe his plans for Twitter, nor are they a reflection of the evolving reality of the platform as it changes from minute to minute under Musk. If Elon follows through Musk is only part of what he promised to do, Twitter will not be safe and cannot be a safe platform for brands. Urgent action is needed from advertisers”explain the organizations in their letter to the CEOs of Apple, CBS, Disney, Google and other companies.

Removal of celebrities

Several celebrities, such as Shonda Rhimes, created the series Gray’s Anatomy and Scandal, the singer Sara Bareilles or former wrestler Mick Foley, also decided to leave Twitter temporarily or permanently following the acquisition of the social network by Elon Musk. Others have also threatened to leave the platform in connection with the entrepreneur’s projects. Wanting to diversify sources of income, he is considering raising the price of Twitter Blue subscription to 20 dollars per month instead of 5 dollars currently. The idea is to change this paid formula that offers exclusive features such as the option to cancel a tweet, to allow users to certify their account, with those already certified having to pay a price of this is to not lose the famous blue badge.

However, best-selling author Stephen King opposed the project: “Twenty dollars a month to keep my blue badge?” Fuck them, they should just pay me. If it’s set up, I’m on my way out”have tweeted the writer on Monday. Elon Musk then proposed a price of eight dollars per month. If Stephen King did not answer him, the Tesla boss formalized this idea, announced Tuesday the upcoming launch of an eight-dollar subscriptionwhich in addition to allowing users to verify their account, will include other advantages, such as less exposure to advertising.

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