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Will Elon Musk save or destroy Twitter?

2022-12-16 22:43:22Kosova&Bota SHKRUAR NGA REDAKSIA VOX
Will Elon Musk save or destroy Twitter?
Elon Musk

Elon Musk had an eventful year, closing out 2022 with the purchase of Twitter for $44 billion. The controversial executive has brought changes and disruptions, layoffs and resignations, which call into question the fate of the platform. VOA correspondent Tina Trinh brings more details.

The New Year brings new beginnings. . .and for Elon Musk, new ideas for Twitter in 2023.

The tech billionaire shocked Silicon Valley when he took over Twitter in October. After mass layoffs, sudden policy changes, and the return of closed accounts of controversial users, many people are wondering what might happen next.

“It's a tough question - what is Twitter's mission and mandate now, this platform that has enabled public debate in new and vital ways around the world? Will it continue like this? In what form? What is this firm going to do now?" asks Andrew Miller, marketing expert.

Elon Musk says his Twitter is the haven of free speech.

He has allowed more hate speech. The organization Anti-Defamation League notes "an increase in anti-Semitic content on this platform and a decrease in the control of such posts".

This less controlled version of Twitter may be harder to make profitable as more powerful firms pull advertising from the platform.

"From an advertiser's point of view, the moment Twitter is in right now poses a tremendous risk, so decisions are being re-examined whether to continue advertising there or not," says Andrew Miller.

With ad sales declining, Twitter will need to find new ways to generate revenue.

"If you're going to have an open platform that's not moderated or slightly moderated, you're going to have to find new ways to generate revenue, maybe by making users pay, or find other ways to create value for users who can pay, but you will have to rely on user payments, not advertising payments," says Andy Wu, a professor at Harvard Business School.

But how many users are left? In July, Twitter reported 237 million daily active users, 80% of whom were outside the United States. According to research firm Statista, Twitter ranks 15th in the world in popularity among social media, with 436 million monthly active users, compared to Facebook's 2.9 billion.

Some analysts say Mr. Musk's changes are necessary for Twitter.

“This is a company that has been slow to grow new users, slow to secure revenue in new ways, and slow to pursue new markets for the future. If it had continued on that path, it is almost certain that the business would have continued to decline," says Andy Wu.

But can Elon Musk replicate the success of his other ventures?

"What we see in Mr. Musk in the way he manages and owns Twitter is not inconsistent with the way he manages SpaceX, Tesla and his other businesses. He has a very aggressive and bold management style. He definitely puts a lot of pressure on people and is the person who can handle the job in that company. . . but it's clear that in his previous companies, he's achieved a lot of amazing things that weren't thought possible, and we'll have to see if that happens with Twitter," says Andy Wu.

Elon Musk enters the new year continuing to cut costs, with the New York Times reporting that Twitter has stopped paying office rent and is considering cutting benefits for laid-off workers./VOA


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