‘Chief Twit’ Elon Musk has actually ended up being a social networks magnate. What’s next?

Elon Musk has actually emerged from the fight over his $44bn takeover of Twitter to deal with a a lot more complicated job: attempting to repair the social networks platform he declares to like.

As the offer closed late on Thursday, a brand-new age started for among the most effective interaction tools to come out of Silicon Valley — however likewise for Musk himself, who can now include ‘social media mogul’ to his curriculum vitae.

The modification in ownership has actually been invited by those who see the billionaire business owner as the guy to upgrade a having a hard time organization they think never ever reached its complete capacity. Already, the self-declared “Chief Twit” has actually laid out grand strategies to motivate a quicker speed of item development and shift into brand-new profits streams, while changing to a leaner operation. On Thursday, he started cleaning up home, shooting magnates consisting of president Parag Agrawal and head of security, Vijaya Gadde.

Other than being a respected Twitter user, the mercurial Musk is a beginner to the complexities of the social networks market, where stocks consisting of Meta, Alphabet and Snap suffered a terrible sell-off this incomes season in the middle of continuing macroeconomic difficulty.

Some specialists keep in mind that he will now rise to a vital political gatekeeper, offered Twitter’s outsize significance amongst political leaders and projects, and are afraid that his management might do more damage than excellent.

Musk has actually vowed to bring back “free speech” to the platform and reverse irreversible restrictions, leading the way for previous president Donald Trump to return as the United States midterms loom simply days away.

“We’ve seen people’s businesses and reputations rise and fall by what happens on Twitter, we’ve seen markets rise and fall by what happens on Twitter, we’ve seen elections rise and fall by what happens on Twitter,” stated Joan Donovan, research study director of the Harvard Kennedy School’s Shorenstein Center on Media Politics and Public Policy.

“Musk has intention here, he’s going to be led by his techno-libertarian politics.”

For users, marketers, financiers and staffers, the concern is what’s next, and what are the ramifications of the Musk takeover for the social networks platform?


Musk, who recognizes as a “free speech absolutist”, has actually stated he will appreciate the speech laws of each nation, and assured marketers on Thursday that Twitter “cannot become a free-for-all hellscape”. Rather, users will have the flexibility to select their “desired experience according to [their] preferences”, he stated.

He will likewise throw out irreversible restrictions, informing the Financial Times in an interview in May that he would permit Trump back on the platform after he was booted off in the wake of the January 6 attack on the United States Capitol in 2021.

Casey Mattox, senior fellow at the Charles Koch Institute, is amongst those who invite a Musk takeover, arguing that he is most likely to move Twitter to a fairer, less “centralised system” for moderating material, towards user-determined material small amounts.

But some speech academics caution that Musk’s technique might open the floodgates to toxicity, hate, extremism and false information, arguing that it overlooks the danger of platform control.

“Musk frequently talks about Twitter as a ‘digital public square,’ which conjures up quaint images of individuals with equal voices exchanging ideas,” stated Eddie Perez, who rests on the board of the OSET Institute, an election security non-profit organisation, and utilized to be Twitter’s director of item management.

“That’s naive; it’s often more akin to well-resourced asymmetric warfare, with bad actors [and] nation-states working in the shadows to try to manipulate the platform and amplify disinformation.”

Others concern whether Musk might be vulnerable to press from foreign powers, especially offered his current public positions on the Russia-Ukraine dispute, calling openly for a worked out settlement to end the war in the nation, and the appreciation he got from Beijing for talk about Taiwan.

Everything app

Either method, Musk has an uphill struggle ahead. In purchasing Twitter, Musk acquires a business that has actually long had a hard time to grow at the exact same speed as competitors or establish an engaging marketing offering, according to numerous individuals in the market.

Musk himself acknowledged recently that he and financiers were “obviously overpaying” when paying $54.20 a share for Twitter, leaving him under pressure to provide for those who backed the offer throughout a broader financial slump.

Musk formerly stated that Twitter required to “get healthy” and he would cut tasks and expenses to provide this. This will include upgrading management; text exposed as part of Musk’s legal fight with Twitter revealed that he had actually been swamped with suggestions from partners for leading functions. But Musk just drifted one name himself as a possible board member: chat program host Oprah Winfrey.

He recommended that he would not select any C-suite management positions at all, composing that he would personally “oversee software development”. Musk is likewise most likely to gut Twitter’s unwinded remote working culture in favour of the long-hours, in-office work environments that he is understood to perform at his other business, which might result in clashes with personnel.

At the centre of his prepare for the social business, Musk has actually hinted that he wishes to construct a WeChat-style superapp, tweeting: “Buying Twitter is an accelerant to creating X, the everything app”. These are apps that usually permit users to message, store, send out payments or order taxis cab all in one location — and are popular in China where antitrust laws are less strict than the United States. 

In an early discussion to financiers, he assured to quintuple earnings by 2028 to $26.4bn compared to 2021 and reach 931mn users, up from about 238mn today, according to somebody knowledgeable about the file. The increase would originate from a brand-new payments organization, along with memberships and information licensing.

Changpeng Zhao, president of Binance, which was among the equity financiers in the offer, stated in a declaration on Friday that he intended to assist Musk “realise a new vision for Twitter”, consisting of expanding “the use and adoption of crypto and blockchain technology” — signalling that cryptocurrencies may form part of Musk’s payments strategies.

Donovan kept in mind that Musk, a co-founder of PayPal, may aim to turn Twitter into a banking entity offered his background, however cautioned: “If Musk is truly as anti-establishment as he has pointed himself out to be, then there is a risk of him destabilising currencies with the power of these Twitter networks.”

Others are more passionate about Musk’s potential customers when it concerns improving business.

Musk has actually recommended that the business will move far from relying so greatly on marketing in future — to 45 percent of earnings by 2028 from around 90 percent in 2021. However, on Thursday he looked for to charm brand names, publishing that it was “essential to show Twitter users advertising that is as relevant as possible to their needs”.

Pinar Yildirim, associate teacher of economics and marketing at the Wharton School of the University of Pennsylvania, stated that Twitter “has a lot of potential to deliver a high-quality user base to advertisers” which Musk plainly comprehends that “advertising will have to be more efficient on Twitter”. 

She included: “This is a low-hanging fruit, it’s not a difficult thing for Twitter to improve. Once they have done this I’m sure Twitter will be able to attract more advertisers.”

Much will depend upon Musk’s technique to speech, nevertheless, as some marketers are currently worried that Twitter will no longer stay a safe location for brand names if it ends up being a hotbed of toxicity and abuse.

Kieley Taylor, worldwide head of collaborations at worldwide marketing group GroupM, stated that a few of her customers’ brand names informed the company to suspend their marketing on Twitter if Trump’s account is renewed, for instance. The Wall Street Journal initially reported news of the brand names’ demands.

“Twitter’s major advertisers should make it clear right now that if Musk rolls back the brand safety policies that he has said he was going to roll back, that they plan on walking immediately,” Angelo Carusone, president of left-leaning non-profit Media Matters, composed, on Twitter.


News and digital media editor, writer, and communications specialist. Passionate about social justice, equity, and wellness. Covering the news, viewing it differently.

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