In a recent announcement, Elon Musk revealed that Linda Yaccarino from NBC Universal will assume the role of Twitter’s new CEO. Yaccarino, a highly experienced advertising executive, is widely recognized for her accomplishments in streamlining and digitalizing ad sales at NBCU. As the new CEO, her primary objective will be to regain the trust and support of advertisers who have departed from Twitter since Musk’s acquisition of the platform for a staggering $44 billion last year.
Following the change in ownership, Musk implemented significant changes within Twitter, including the termination of numerous employees and the dismantling of the trust-and-safety team responsible for combating hate speech, harassment, and misinformation. Additionally, he has attributed Twitter’s predicaments to external factors, particularly mainstream media organizations, which he perceives as direct competitors in the advertising market.
In an interesting turn of events, Musk and Yaccarino engaged in a conversation during a marketing convention in Miami Beach, Florida, held in April. The discussion shed light on several noteworthy points, serving as a glimpse into their perspectives and potential strategies moving forward.
Musk and Yaccarino clash on content moderation
The exchange in Miami between Musk and Yaccarino remained civil, although they expressed contrasting views on certain matters. Yaccarino directed the conversation towards concerns regarding content moderation and the perceived rise of hate speech and extremism following Musk’s takeover of Twitter. She emphasized the importance of creating an environment that would make advertisers feel more comfortable and inclined to invest further.
During the discussion, Yaccarino inquired whether Musk was open to allowing advertisers to have an “influence” on his vision for Twitter. She clarified that such influence would pertain to aspects like product development, ad safety, and content moderation, as it would ignite greater enthusiasm among advertisers to allocate more funds.
However, Musk swiftly rejected the idea. He made it clear that while advertisers could choose where their advertisements appear on Twitter, it was not acceptable for them to dictate the platform’s policies. He firmly stated that Twitter’s commitment to freedom of speech was paramount, even if it meant losing advertising revenue.
Musk’s response underscored his unwavering stance on preserving the principle of free expression, even if it potentially impacted the platform’s financial prospects.
Musk reiterates: Advertisers receive no special influence
Later in the conversation, Yaccarino revisited the topic by inquiring whether Musk had any plans to revive Twitter’s “influence council,” a previous regular meeting involving marketing executives from major advertisers. Once again, Musk declined the suggestion.
Expressing his concerns, Musk mentioned the potential backlash that could arise if the public perceived Twitter’s decision-making to be influenced by a small group of marketing executives. He emphasized the importance of avoiding a scenario where the public feels their views are shaped by a limited number of individuals in America, as it would likely lead to public dissatisfaction.
While acknowledging the significance of feedback, Musk proposed that Twitter should strive for a balanced approach, finding a “sensible middle ground” that grants the public a voice while enabling advertisers to focus on their core responsibilities of enhancing sales and shaping the perception of their brands. By striking this balance, Musk implied that Twitter can ensure both public engagement and advertiser interests are considered without compromising the platform’s integrity.
Questioning Elon about his personal tweets
During the discussion, Musk seized the opportunity to present the assembled marketers with a new plan aimed at addressing Twitter’s challenges concerning objectionable tweets. This plan had been announced by the company the day prior. Musk referred to it as “freedom of speech but not freedom of reach,” outlining it as a means to restrict the visibility of hate speech and similar problematic content without outright removing tweets that violate the platform’s rules.
Yaccarino took the chance to challenge Musk on this matter. She questioned whether the new policy would apply to his own tweets, considering his history of occasionally sharing misinformation and offensive content, often during the early hours of the morning.
Musk openly acknowledged that the policy would indeed apply to his tweets. He mentioned that his tweets could also be accompanied by “community notes” that provide additional context to clarify their meaning. He further emphasized that his tweets do not receive any special boosts or preferential treatment from Twitter’s algorithms.
Seeking further clarity, Yaccarino asked if Musk would be willing to be more specific and refrain from tweeting after 3 a.m.
In response, Musk replied with a touch of humor, stating that he would “aspire” to tweet less after 3 a.m. This lighthearted remark hinted at his willingness to make an effort to limit his late-night Twitter activity, although not making a concrete commitment to abstain completely.