'If Twitter becomes insolvent—which seems more likely by the day,' writes TimKarr, 'it’ll be because Elon Musk lacks this basic business sense about social media.'
Musk rushed online to defend racist comic-strip author Scott Adams after he characterized Black people in the United States as a “hate group.” And Musk routinely boosts “anti-woke” influencers, adopting much of their anti-trans and homophobic rhetoric. He’s been binging on right-wing memes to fuel MAGA fears about alleged censorship of conservative voices and to bolster antisemitic claims about a global cabal that controls the media.
A new CEO, regardless of her marketing savvy, will likely do little to save Twitter from the extremist bent of her boss. As my colleague Jessica J. González: “Musk is setting Yaccarino up to fail—as long as he continues to make the platform toxic, it will be impossible to lure back advertisers and users.”
A CEO reshuffle won’t be enough—unless Yaccarino has the authority to reverse Musk’s many harmful policy decisions and reinvest in content moderation and enforcement. So far, Musk hasn’t given any indication that he’ll allow someone else to fix his long string of business screw-ups. Musk has decided to ignore an elemental truth: To grow healthy and profitable online communities, you need effective content moderation. If Twitter becomes insolvent—which seems more likely by the day—it’ll be because he lacks this basic business sense about social media.
His decision to dismiss this advice offered by a small group of advocates during his first week on the job set Twitter on a path to ruin that today seems inevitable.Tim Karr is the Senior Director of Strategy and Communications for Free Press and Save the Internet. Karr oversees campaigns on public broadcasting and noncommercial media, fake news and propaganda, journalism in crisis, and the future of the Internet. Before joining Free Press, Tim served as executive director of MediaChannel.
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