In his first full week as CEO, Musk is already drastically reshaping the social media platform.
Elon Musk has solely been answerable for Twitter since late October. However already, he’s turned the corporate and its platform the wrong way up.
Within the days after Musk took over, he booted high executives, slashed rank-and-file headcount, pushed engineers to work tougher, and started fast-tracking a hodgepodge of probably revenue-generating options, together with charging customers to get or hold a verification test mark.
And whereas Musk didn’t instantly change any of Twitter’s insurance policies towards offensive content material, within the hours after Musk took over there was a notable surge in hate speech on the app. A number of the customers posting felt emboldened by Musk’s “free speech absolutist” perspective, and actively tried to check the bounds of what they might say on Twitter beneath the corporate’s new management.
Many present and former staff, social media lecturers, and human rights advocates are involved that Musk might change Twitter for the more serious, turning it into an much more intense cesspool of detrimental content material than it already is. However others hope Musk can breathe new life right into a platform that was already bleeding its most prolific customers and, for years, has struggled to show a revenue.
Listed below are a few of the most vital methods Musk has modified the corporate to this point.
Gutting Twitter’s employees
Musk started his reign as Twitter’s chief by firing high executives. Inside hours of the deal closing, CEO Parag Agrawal, CFO Ned Segal, and head of authorized coverage, belief, and security Vijaya Gadde have been proven the door.
The week after he took over, Musk continued firing executives, together with Twitter’s advert chief, normal supervisor of core tech, and chief advertising and marketing officer Leslie Berland (who just some days earlier despatched a cheery word saying that Musk was visiting the San Francisco workplaces). He additionally pulled in additional than 50 Tesla engineers to work for Twitter and assembled his personal circle of trusted advisers.
Now, Musk is transferring on to gutting Twitter’s rank-and-file employees. He’s reportedly planning to put off some 50 % — upward of three,700 staff — from the corporate. Twitter knowledgeable its employees that layoffs would occur by 9 am PT on Friday in a company-wide e mail. By late Thursday night, a number of staff advised Recode or posted publicly on Twitter that they’d already been locked out of their work e mail and Slack accounts with none formal discover of whether or not they had been laid off.
These cuts can be the biggest in Twitter’s historical past, and a number of other present and former staff Recode spoke with are involved that, in the event that they’re executed with out care, Twitter’s operations as a platform might be in danger. Musk has additionally reportedly deliberate to slash $1 billion from Twitter’s infrastructure prices, corresponding to server house, in response to a report from Reuters, furthering these considerations.
Forward of the layoffs, some staff have been preventing to maintain their jobs and show their worth to the corporate by engaged on particular high-priority tasks, lots of them at Musk’s path.
A number of Twitter staff advised Recode that some colleagues labored 12-hour shifts over the weekend and slept on sofas within the workplace as a way to make Musk’s grueling deadlines.
“We’re attempting to shoot our shot,” mentioned one Twitter worker.
However many staff who have been pulled into particular tasks and labored grueling shifts have been nonetheless laid off, sources advised Recode.
One Twitter worker described the morale on the firm after the layoffs as low, and mentioned that many colleagues who survived this spherical of cuts want they’d gotten laid off and gotten severance as a substitute. Twitter is giving many laid-off staff full pay and advantages by way of at the least January, though it’s not clear if this utilized to all staff, significantly these outdoors the US, sources mentioned.
Shortly after the cuts, a gaggle of 5 staff sued Twitter in a class-action lawsuit, alleging the corporate did not notify them of the upcoming layoffs as required by the federal Employee Adjustment and Retraining Notification Act, or WARN Act, that requires sure employers to present a 60-day discover for mass layoffs within the US.
Emboldening the trolls
Musk has mentioned his major purpose for getting Twitter was to make it a haven at no cost speech. He’s echoed conservatives’ longstanding considerations that Twitter is politically biased towards right-wing speech regardless of the dearth of proof of that bias.
Conservative politicians like former president Donald Trump, Sen. Ted Cruz (R-TX), and Rep. Marjorie Taylor Greene (R-GA) have celebrated Elon Musk’s possession of Twitter as a significant win, with Trump saying he’s joyful that Twitter “will not be run by Radical Left Lunatics and Maniacs.”
However Musk’s extra laissez-faire philosophy on content material moderation has additionally triggered one other group of individuals to have fun: trolls spreading racist, sexist, and in any other case hateful speech.
One instance: There was a 500 % enhance in makes use of of the n-word on Twitter within the 12 hours after Musk’s deal was accomplished, in response to a research from the Community Contagion Analysis Institute, though none of Twitter’s guidelines have modified on the matter.
Twitter has mentioned it’s engaged on lowering the visibility of those posts. However information factors like this have spooked a number of main advertisers that don’t need their model affiliated with offensive content material, together with Basic Motors, Volkswagen, Audi, and Pfizer — who’ve are ready to see extra about what path the corporate will take beneath Musk’s management earlier than they resume advertisements.
Musk has tried to settle down advertiser considerations by tweeting a public word saying that he doesn’t need Twitter to show right into a “free-for-all hellscape.” On Thursday, Musk spoke with leaders of civil rights teams just like the NAACP, the Anti-Defamation League, and Colour of Change, promising them that Twitter takes hate speech severely, and that he gained’t reinstate any banned accounts (e.g., Trump) till after he units up a content material moderation advisory council, which he mentioned will at the least take a number of weeks.
Musk additionally advised civil rights leaders he would reverse his resolution to restrict the quantity of employees who can entry content material moderation techniques, one other one in all their considerations.
However by Friday morning, civil rights leaders organizing beneath the banner “#StopToxicTwitter Coalition” mentioned that Musk had failed to carry true to his guarantees — and ramped up their calls for for main advertisers to pause all advertisements on the platform, Musk tweeted on Friday that Twitter had a “large drop in income” on account of “activist teams” who he accused of attempting to “destroy free speech in America.”
It’s not simply advertisers which might be leaving Twitter due to Elon; there are additionally early indicators that Elon’s takeover and the ensuing negativity are inflicting some customers to go away.
One report in MIT Expertise Evaluate estimated some 877,000 accounts have been deactivated within the week after Musk’s deal closed. That’s greater than double the same old quantity in that very same time interval, in response to information from the agency Bot Sentinel that MIT Tech Evaluate cited.
After all, these are all estimates, and solely from a brief window of time. Twitter has additionally been dropping its most precious “heavy tweeters” in droves for some time now, in response to a leaked inside report coated by Reuters, and that predates Musk’s takeover. However time will inform whether or not Musk exacerbates Twitter’s current downside of customers fleeing the platform.
Shaking up Twitter’s inside tradition
Musk has been operating Twitter in his personal approach, just like how he runs his different firms: in an advert hoc and intense vogue. Slightly than speaking to his staff first, Musk typically tweets no matter he’s considering, together with his plans for the corporate.
Twitter employees have obtained little official communication, corresponding to emails or corporate-wide Slack messages, so removed from Twitter’s government management since Musk formally took over. One worker who spoke with Recode on the situation of anonymity referred to as it an “data vacuum.”
That’s been an adjustment for a lot of Twitter staff who’re used to a extra measured, communicative, and structured work tradition. One nameless Twitter worker advised the Washington Submit that the work ambiance beneath Elon was like “working in Trump’s White Home.”
Workers are turning to non-public or nameless communication platforms like Blind, Sign, and Discord to commiserate, a number of staff advised Recode, since they not really feel they are often candid on inside Slack or e mail.
One other main change Elon is making to Twitter’s inside tradition is to drastically ramp up the tempo at which new options are developed.
Usually, product modifications like those that Musk is proposing — corresponding to charging customers for verification — would take months and even years to implement at Twitter. Now, staff are being requested to execute them nearly in a single day.
This might drive the form of innovation that Twitter, a money-losing enterprise, would possibly want. But it surely might additionally go away employees demoralized, or worse, compromise the reliability and safety the app supplies to its lots of of thousands and thousands of customers. Twitter already has current issues on this entrance: Former Twitter head of safety and inside whistleblower Peiter Zatko warned that the platform “was over a decade behind business safety requirements” in September.
Making folks pay for blue test marks
The primary official product change that Musk confirmed after taking on Twitter was to start out charging $Eight per 30 days for “blue test marks” — or the verification badges that Twitter at the moment provides to public figures like journalists, politicians, and celebrities.
The thought is that verification can be a part of a premium “Twitter Blue” subscription that individuals pay for, which incorporates different advantages like fewer advertisements and extra visibility in your Twitter replies to different folks’s threads. Musk needs to open up verification to extra folks — not simply journalists, politicians, and celebrities — so long as they’re keen to pay that value.
This has triggered main debate amongst people who find themselves at the moment verified — lots of whom mentioned they aren’t keen to pay to maintain their verification. After the well-known creator Stephen King complained concerning the unique $20-a-month price ticket being floated round, Musk jumped in his replies to barter all the way down to $8. Rep. Alexandria Ocasio Cortez (D-NY) gave her personal critique of the plan, mocking Musk’s “energy to the folks” framing of what’s in the end a paid characteristic.
Twitter verification was designed to verify folks actually are who they are saying they’re on-line. This does a service to Twitter’s consumer base by lowering scams, serving to to confirm trusted information sources, and stopping folks from falling for impersonations. Musk’s plan to let anybody pay their approach into verification (and per the New York Occasions, Twitter is contemplating eliminating ID checks, in order that anybody may be whoever they need) might run the danger of undermining the belief verification is meant to supply.
Throwing different concepts on the wall
Other than charging for Twitter verification, Musk has been planning an entire new set of modifications to the platform. Whereas none of those are confirmed but, they’re reportedly within the works or being examined.
These modifications embody making folks pay for sure kinds of “excessive danger” video content material (many are speculating it might be grownup video content material), in response to the Washington Submit; bringing again Vine, the short-form video app Twitter acquired and later shuttered; altering the login web page to the discover web page; and charging folks for sending DMs to high-profile customers.
For now, it looks like Elon is throwing a bunch of concepts out to see which of them work. As one investor in Musk’s deal, Binance CEO Changpeng Zhao, mentioned on the Internet Summit convention in November, he expects solely 10 % of Musk’s concepts “will stick.”
Up to now, lots of Musk’s concepts (like Vine and paid movies) are previous ones that Twitter has already tried — and failed at.
Over time, it’ll develop into clear if Musk will be capable to efficiently resurrect these previous concepts — and his new ones, like paying for a test mark — with a really completely different work tradition and employees than Twitter had earlier than.
We’ll hold updating this publish as Musk continues to form Twitter, for higher or worse.
Replace, November 4, three pm: This story has been up to date with new particulars concerning the Twitter layoffs.