Advertiser leaks, massive layoffs, cascading terminations, cacophony over new features, suspended journalist accounts: since its takeover in late October, the social network Twitter has rocked at the heart of the Elon Musk storm.
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“The Bird Is Free”
On October 27, 2022, controversial billionaire Elon Musk announced he would buy Twitter for $44 billion after a saga spanning more than six months. “The bird is free,” he tweeted, alluding to the station’s logo.
“Twitter is in good hands now,” says former President Donald Trump, who was banned from the platform after the Capitol attack in early 2021.
On the contrary, associations fear that Elon Musk will open the floodgates to misinformation and hate speech.
The European Union warns on the 28th that Twitter must comply with its new digital regulations, which oblige the major platforms to moderate their content.
Elon Musk tries to reassure by promising an upcoming ‘Content Moderation Council’.
Advertisers hesitate
Following the acquisition, General Motors temporarily stopped paying for ads on Twitter, becoming the first major advertiser to question its presence on the network, 90% of whose revenue comes from advertising.
Other companies follow, such as American giants General Mills (Cheerios and Häagen-Dazs) and Mondelez International (Oreo cookies), or even Volkswagen and Audi.
Eight dollars to verify his account
On November 1, Elon Musk announced the upcoming launch of an eight-dollar monthly subscription for users who want their accounts certified as authentic and less exposure to ads.
Account certification was previously free and only accessible to certain profiles, such as government, corporate, media, political, cultural or sporting personalities, etc.
wave of layoffs
On the 4th, a wave of layoffs begins at Twitter, affecting around 50% of its 7,500 employees worldwide.
“Unfortunately, there is no other choice when the company is losing more than four million dollars a day,” Elon Musk defends himself.
Cacophony around Twitter Blue
On the 9th, great cacophony surrounds the launch of the new Twitter Blue on iPhone, the paid subscription to authenticate your account.
For 48 hours, many accounts pretend to be celebrity or corporate accounts, from basketball player LeBron James to Nintendo. These impersonations prompt Twitter to ban Twitter Blue on the 11th.
Warning from US authorities
On the 10th, the US Competition Authority (FTC) issued a rare warning: “We are following recent developments on Twitter with great concern. No CEO or company is above the law.”
The FTC advises that Twitter risks significant fines for violating privacy and data protection regulations. However, many employees aware of these regulations have left Twitter.
Ultimatum and cascading descents
On the 16th, the billionaire issues an ultimatum to his employees who survived the first wave of layoffs. They must commit to “working long hours at high intensity” before the next day, or they will be fired.
According to several American media, hundreds of them choose to leave the country.
Trump’s account restored
On the 19th, after a subscriber survey, Elon Musk decided to unban Donald Trump’s Twitter account.
In doing so, he announces the en masse reinstatement of suspended accounts — provided they haven’t broken the law — and the end of the fight against COVID disinformation.
The EU warns him on the 30th and urges him to fight disinformation.
Kanye West suspended
On December 2, Twitter suspended American rapper Kanye West’s account for “inciting violence,” revealing the limits of the absolute freedom of expression advocated by Elon Musk.
On the same day, during a state visit to the United States, French President Emmanuel Macron said he had a “clear and frank discussion” with Elon Musk in New Orleans, specifically on “content moderation”.
Paid subscription, continued
After several tests, on the 12th, the billionaire launched a new paid subscription formula for Twitter, including account authentication.
Suspension of journalist accounts
On the 15th, Twitter blocked the accounts of several journalists covering the social network and its new owner. Some of them had tweeted the day before Twitter’s decision to suspend the account that automatically reported Elon Musk’s private jet routes.
The EU immediately threatened the latter with “sanctions”. “We have a problem with Twitter,” Berlin notes.