It doesn't help that longtime Twitter executive Yael Roth, who's been reassuring advertisers and users since Musk's buyout, called it quits at Twitter on Thursday. Musk still hasn't clearly stated his stance on moderating toxic content, aside from laying off most of the team responsible for monitoring it.
I suspect I'm not alone, and I could be joined by more of the 237 million people on Twitter who may be looking to defect to rival services like Mastodon (even if my colleague Stephen Shankland thinks Mastodon is too complicated). Twitter has lost money for two straight years and depends on ad sales, which account for virtually all its revenue. That can't be reassuring for those advertisers he desperately needs to stick around. "We will keep what works & change what doesn't."
"Twitter will do lots of dumb things in coming months," he wrote, hinting at more rapid shifts. Musk - who's been tweeting out his conflicting ideas about Twitter - telegraphed in a tweet that there are more false starts and unpredictability ahead. The "what will happen next" factor would make any reality show producer jealous. The abruptness of Twitter goings-on, from half the staff getting laid off to the false start on the gray check marks, creates a level of unpredictability that's terrible for business but irresistible to anyone fascinated with watching a meltdown in real time. "While I can understand the need for change on Musk's part, coming in and throwing everything out is something that rarely leads to success." "It is hard to see Twitter survive this unless Musk steps back and puts a grownup in charge," said Carolina Milanesi, an analyst at research firm Creative Strategies. Though bygone platforms like Friendster or Google Plus faded away quietly, Twitter, in typical Musk style, could be going out with the roar of a SpaceX Falcon Heavy rocket launch. We're potentially seeing the rapid implosion of one of the most influential social media platforms in the world, one that helped kick off revolutions (for the better) and shifted the fate of presidential elections (for the worse). The confusing, whiplash-inducing mess is, however, a massive spectacle that's either wildly entertaining or extremely depressing, depending on your attachment to Twitter. The following week, Musk has fielded questions from Jimmy Fallon over viral hashtag #RIPJimmyFallon, drawn scrutiny from lawmakers who want to review his practices, forced employees to sign a pledge to his more "hardcore" culture and locked the doors of the office as #RIPTwitter trended.
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