{"id":18343,"date":"2022-11-08T15:37:54","date_gmt":"2022-11-08T15:37:54","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/elon-musk-and-twitter-what-does-the-change-mean-for-brands"},"modified":"2022-11-23T09:51:48","modified_gmt":"2022-11-23T09:51:48","slug":"elon-musk-and-twitter-what-does-the-change-mean-for-brands","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/elon-musk-and-twitter-what-does-the-change-mean-for-brands","title":{"rendered":"Elon Musk and Twitter: What does the change mean for brands?"},"content":{"rendered":"\n

Things are changing fast at Twitter. The on, off acquisition by Elon Musk has finally gone through, and after its delisting from the New York Stock Exchange on 8 November, Musk becomes the official owner of Twitter.\u00a0<\/strong><\/p>\n\n\n\n

Elon Musk hasn\u2019t wasted any time making his mark. <\/h3>\n\n\n\n

Almost half the company\u2019s employees were made redundant last week (including Twitter\u2019s Ethical AI team), and now Twitter is reportedly offering some of them their jobs back<\/a>. Safe to say this hasn\u2019t been a lesson in good hiring and firing practice.\u00a0<\/p>\n\n\n\n

Musk\u2019s first decision was to charge users $8 a month for the blue tick verification.<\/strong> This rings alarm bells right away. The point of verification is to signal the platform has checked people are who they say they are, which gives a level of trust to users. Knowing that you just pay for it misses this point.\u00a0<\/p>\n\n\n\n

What about parody or impersonation accounts? The blue tick meant users knew they were talking to an official, verified account, not a parody account. Reducing verification to a paid-for tool is likely to mean it\u2019s used less often, which could lead to confusion for customers looking for customer service from brands. Musk has said he\u2019ll ban unlabelled parody accounts (most likely after a number of people set up parody Elon Musk accounts<\/a>), and this leads to an interesting contradiction in Musk\u2019s assertion that Twitter will be all about free speech. What is satire if not free speech? <\/p>\n\n\n\n

Musk\u2019s vision of free speech on a platform that\u2019s already rife with hate speech is also problematic. <\/h3>\n\n\n\n

As a principle, free speech is, of course, a good thing. But if this principle leads to unmoderated abuse, misinformation and hate speech, that\u2019s a huge concern for brands, particularly those using Twitter for paid media. Several brands have stopped advertising on Twitter<\/a> for now, including United Airlines, GM and Pfizer. Others have said they\u2019re monitoring the situation. Musk himself says this has led to a \u201cmassive drop in revenue<\/a>.\u201d\u00a0<\/p>\n\n\n\n

For now, we must watch and wait. Musk has announced he will introduce a content moderation council with \u201cwidely diverse viewpoints\u201d, and that council will convene before any big decisions are made about whether to reinstate people who\u2019ve previously been banished from Twitter, most notably Donald Trump. <\/p>\n\n\n\n

Until Twitter\u2019s moderation policy becomes clearer, here\u2019s are advice for your brand:\u00a0<\/strong><\/p>\n\n\n\n

  1. Consider pausing paid media on Twitter to avoid issues going against the trust and safety brands should expect from a public platform.<\/li>
  2. Be vigilant in monitoring conversations on Twitter. Watch out for, and keep a note of any increase in hate speech or abusive language. <\/li>
  3. Listen to your community and monitor their feedback on the platform, and your presence on it. Listen out for where they might head next, if they\u2019re leaving the platform. <\/li>
  4. Beef up your social media crisis response plans<\/a>. Twitter is going back to its early days and nothing is guaranteed right now. Watch out for organised campaigns against brands perceived to be supporting Twitter and Musk, including blocking and reporting brands, or putting pressure on brands to halt spending on the platform. <\/li><\/ol>\n\n\n\n

    We will update this guidance as things change. <\/p>\n\n\n\n

    If you\u2019d like advice on how to navigate the new Twitter, <\/em>get in touch<\/em><\/a>. <\/em><\/h4>\n","protected":false},"excerpt":{"rendered":"

    Things are changing fast at Twitter. The on, off acquisition by Elon Musk has finally gone through, and after its delisting from the New York Stock Exchange on 8 November, Musk becomes the official owner of Twitter.\u00a0 Elon Musk hasn\u2019t wasted any time making his mark. Almost half the company\u2019s employees were made redundant last…<\/p>\n","protected":false},"author":62,"featured_media":18342,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[31],"tags":[],"yoast_head":"\nElon Musk and Twitter: What does the change mean for brands? - The Social Element USA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thesocialelement.agency\/us\/elon-musk-and-twitter-what-does-the-change-mean-for-brands\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Elon Musk and Twitter: What does the change mean for brands? - The Social Element USA\" \/>\n<meta property=\"og:description\" content=\"Things are changing fast at Twitter. 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