How will Twitter change without Elon Musk as boss?: This is what the experts expect

2023-05-13 01:47:30
This time, Elon Musk has kept his word and leaves his post as CEO of Twitter. The movement, communicated by the tycoon himself in a tweet published last Wednesday night, comes after last December he stated that he would leave office as soon as he found a person “dumb enough” to succeed him as head of the social network, that makes water economically. He has already found her. And she will be a woman, something that is not usual among the big American technology companies. Linda Yaccarino , until yesterday, who resigned, head of advertising for the media company NBCUniversal will be in charge of taking the reins of Twitter from now on. At least when it comes to business. “Yaccarino will primarily focus on business operations while I will focus on product design and new technology,” Musk said in the tweet welcoming the new executive. Related News standard No This executive will be the successor to Elon Musk in the direction of Twitter, according to the US press Rodrigo Alonso standard No Elon Musk wants you to stop using WhatsApp: how Twitter will change to achieve it R. Alonso The brand new CEO has the ideal characteristics for the position; especially, considering the significant drop in Twitter’s advertising business in recent months, the same one that previously represented 90% of the company’s revenues. “With Musk’s management, Twitter has ended up sinking into misery,” he explains in conversation with ABC Ferran Lalueza, an expert in social networks and professor of Communication at the Open University of Catalonia. «That he bets on a profile like Yaccarino’s sends two messages. The first, that the company’s priority right now is to relaunch the advertising business in order to survive. The second is that, deep down, Musk will continue to be in command and will have the last word on everything that happens on the social network. “A friendly face” Indeed, since the arrival of Musk, Twitter’s advertising business, which was not particularly buoyant compared to that of competing platforms, has plummeted. Of the top 100 advertisers who had the app before Musk acquired it last fall, 37 have not invested in the platform in the past six months, according to market research firm Sensor Tower. Meanwhile, 24 brands cut their average monthly ad spend by 80% or more. The advertising disaster has caused the value of the social network to be reduced by half of the 44,000 million euros that the owner paid to take over the property, as the tycoon acknowledged a few months ago. The arrival of Yaccarino, well valued among large online marketing companies and advertising agencies, can help alleviate the application’s situation by reaching good agreements with other companies. «Yaccarino has achieved great things, such as NBC will present events such as the Olympic Games or the Superbowl. He is not a neophyte in advertising or communication, “explains Irina Madrilley, head of social networks at the digital business company Rocket Digital, to this newspaper. For her part, Lalueza points out that the new head of the social network will surely represent the “friendly face” of Twitter and, in addition, will be in charge of freeing Musk from day-to-day work. The expert, however, hopes that the businessman will continue to be the visible face of the company and in charge of communicating the news that arrives on the social network: «Musk will continue to be the boss. For better or worse, he’s gotten Twitter at the center of the conversation, and I highly doubt he’s going to relinquish that role.” Pain and stress Since taking control of the social network, Musk has found himself in an awkward situation. In a recent interview with the ‘BBC’, the businessman acknowledged that the last few months have been “very stressful” and “painful”. The enormous workload required to get the application off the ground has meant that, many times, he has stayed to sleep in the company’s offices. His plan to revive Twitter’s business, boosting the subscription service known as Blue, has not yielded results so far, since it is estimated that less than 1% of the 300 million people who use the application are paying for the benefits. that offers. A very poor result that has no sign of improving in the near future.
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