Elon Musk’s Twitter is scaring away employees, advertisers and users

Since the takeover of the social network by the multi-billionaire, several company executives have resigned. Brands have also been called upon to suspend their ads on the platform that celebrities have decided to leave.

The acquisition of Twitter by Elon Musk is generating a lot of negative reactions. While the boss of Tesla has already dismissed several members of the management of the social network and plans to fire 25% of the employees, the leaders of the platform have left the company, reveals the New York Times. They include Chief Marketing Officer Leslie Brand, Product Manager Jay Sullivan and Chief Customer Officer Sarah Personette.

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

Brands encouraged to suspend their ads on Twitter

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

More than 40 civil rights groups, including the Center for Countering Digital Hate and GLAAD, also sent an open letter Tuesday to 20 of the social network’s top advertisers, urging them to take the action. “Musk’s pledges in no way accurately describe his plans for Twitter, nor are they a reflection of the evolving reality of the platform as it transforms from minute to minute under Musk. If Elon Musk follows through with just a fraction of what he has already pledged to do, then Twitter will not 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.

Departure of celebrities

Several celebrities, like Shonda Rhimes, creator of the series Grey’s Anatomy and Scandal, singer Sara Bareilles or former wrestler Mick Foley, have also decided to leave Twitter temporarily or permanently following the takeover of the social network by Elon Musk. Others have also threatened to leave the platform in relation to the entrepreneur’s projects. Wanting to diversify the sources of income, he considered increasing the price of the Twitter Blue subscription to 20 dollars per month instead of 5 dollars currently. The idea is to transform this paid formula offering exclusive features such as the option to cancel a tweet, to allow users to have their account certified, with those who are already certified who would have to pay this price in order not to lose the famous badge. blue.

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

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