Many major advertisers left the platform following Musk’s takeover over concerns about an uptick of hate speech, frustrations over layoffs of much of the company’s ad and safety teams and general uncertainty about the platform’s future. AWNewYork/ShutterstockĮven if Musk pulls back on his tweeting, a feat he seems constitutionally incapable of achieving, it will be no easy task for Yaccarino to revive Twitter’s advertising business - let alone expand it. She may struggle to undo the damage Elon Musk has done to the company's ad business. Linda Yaccarino, former chair of global Advertising and partnerships at NBCUniversal, is set to take over as Twitter's CEO in the coming weeks. On stage at the event, which aimed to promote NBCU’s platforms to advertisers, a talking bear sang to audience members: “Twitter may seem like the place to begin, but Twitter just let all the crazies back in.” The Musk issue was on full display at NBCU’s ad upfront this week, which was held shortly after Yaccarino resigned from the company following rumors of her appointment as Twitter’s CEO. Twitter did not respond to a request for comment on this story. “Unless there are fundamental changes at Twitter, I don’t think is going to have the immediate effect that Elon is hoping it will have.” He added that top ad buyers are more likely to take calls from Yaccarino than from Musk, who has previously said he hates advertising.īut “the big problem with Twitter right now is, they’re on a pathway that turns advertisers off, turns users off,” Hubbard said. “The question is: can she help balance ?” said Tim Hubbard, management professor at University of Notre Dame’s Mendoza College of Business. “I’ll say what I want to say, and if the consequence of that is losing money, so be it,” Musk said in an interview with CNBC. On Tuesday, Musk said he “didn’t care” if his controversial tweets drew the ire of Twitter advertisers or Tesla shareholders. Just this week, Musk drew backlash for baselessly attacking billionaire George Soros, a frequent target for antisemitic conspiracy theories, saying the financier “hates humanity.” Musk’s Twitter also faced criticism in recent days for removing some tweets and accounts at the behest of Turkey’s government amid the country’s election the company later said it would object to the removal requests in court. But Musk will almost certainly continue to fill that role, with or without the title, likely to Twitter’s detriment. In tech, the CEO is often the public face of the brand. How Elon Musk upended Twitter and his own reputation in 6 months as CEO And he continues to be Twitter’s most-followed user, meaning his controversial statements to his nearly 140 million followers could still create headaches for the company.ĬNN Photo Illustration/Patrik Pleul/AFP/Getty Images Musk will still be in the C-Suite as Twitter’s chief technology officer. But she may struggle to address Twitter’s biggest problem: Elon Musk.Īlthough Musk is handing off the CEO title - and, perhaps, trying to shed some of the accountability that comes with it - the billionaire remains firmly in charge of the company as its owner and executive chair. And Yaccarino brings the ad industry chops that Twitter sorely needs to lure back top advertisers and boost its business after a turbulent period. Twitter is in desperate need of stability from a leader. Yaccarino has said little publicly so far, beyond noting her excitement to “transform this business together.” Musk announced on Friday that he would in the coming weeks hand the CEO role over to Linda Yaccarino, a longtime media executive and former chairman of global advertising and partnerships at NBCUniversal. Now, a new chief executive will be tasked with trying to turn things around. During his six months as Twitter’s CEO and owner, Elon Musk decimated its ad business, alienated some news publications and VIP users, and plunged the platform into a constant state of chaos.
0 Comments
Leave a Reply. |