Elon Musk has announced Linda Yaccarino as the new CEO of Twitter, months after he promised to step back from the role.[0] Yaccarino, who previously worked as chairman of global advertising and partnerships at NBCUniversal, impressed Musk earlier this year at a Miami Beach marketing event, where they were keynote speakers discussing Twitter 2.0 and “what the future holds for marketers on the platform.”[1] Early signs indicate that Yaccarino is in sync with Musk’s view of Twitter as a free-speech platform, and there doesn’t seem to be an ideological clash.[2] It appears that she is a suitable match in terms of culture, as well as possessing the necessary skills and knowledge that Musk requires to support him in his dual role as chief technology officer and executive chairman.[2]
However, some Twitter users fear Yaccarino will “return Twitter to its old ways or tamp down on Musk’s free-speech initiatives.” Yaccarino’s past public statements appeared to support Musk’s leadership approach, suggesting that these anxieties may lack a solid basis.[3] According to her Twitter bio, she is motivated by advancements in the industry and influenced by bold leadership.[4]
Due to the increase in offensive speech and rhetoric on Twitter, as reported by various advocacy groups, numerous companies have suspended their advertising expenditure on the platform.[5] As a means of compensating for the decline in ad revenue, Musk devised Twitter Blue, a new subscription service that provides users with extra features, including the option to write lengthier tweets.[5] With Yaccarino on board, Twitter may be able to mend its strained relationships with certain advertisers.[6] After Musk took over Twitter, there were reports indicating that numerous leading advertisers had halted their ad expenditures on the platform for a short period.[7]
Whether Linda Yaccarino will end up being Musk’s creation or that of “The Cathedral” is yet to be determined.[8] Should the anons be right, Yaccarino will bring Twitter once again under a regime of speech restraint like the one that preceded Musk’s acquisition of the site. However, if she does, the responsibility may not entirely fall on the WEF or other metonyms. It could be due to the unique characteristics of our digital-first political environment that deviate from the liberal norms it replaced.[8]
As Musk steps back from his role at Twitter, he may be able to devote more time to Tesla, as it faces mounting competition. Tesla shareholders appear to be pleased that he may be able to devote more time to the company. However, rumors suggest he might be moving on from the CEO position at Tesla too.
In conclusion, the appointment of Yaccarino as the new CEO of Twitter raises questions about the future direction of the platform. Will it continue to be a free-speech platform, or will Yaccarino implement speech restraint? Can she smooth over Twitter’s fractured relationships with advertisers and bring back lost revenue? Only time will tell.
0. “Elon Musk names NBCU ad chief Linda Yaccarino as Twitter CEO” East Bay Times, 12 May. 2023, https://www.eastbaytimes.com/2023/05/12/elon-musk-names-nbcu-ad-chief-linda-yaccarino-as-twitter-ceo/
1. “Elon Musk names ex-NBCUniversal ad chief Linda Yaccarino new Twitter CEO” NBC News, 12 May. 2023, https://www.nbcnews.com/tech/tech-news/nbcuniversal-ad-chief-leaves-twitter-rcna84128
2. “Twitter’s New CEO Will Serve a Constituency of One” Barron’s, 12 May. 2023, https://www.barrons.com/articles/twitter-ceo-musk-yaccarino-1b24a70e
3. “Elon Musk says a new Twitter CEO is starting in six weeks” Engadget, 11 May. 2023, https://www.engadget.com/elon-musk-says-a-new-twitter-ceo-is-starting-in-six-weeks-195504511.html
4. “Right-wing Twitter worried Musk’s CEO pick could return Twitter to its roots” Ars Technica, 12 May. 2023, https://arstechnica.com/tech-policy/2023/05/twitter-users-fear-new-ceo-will-end-musks-commitment-to-free-speech-on-platform
5. “Elon Musk hires ex-NBCUniversal ad chief Linda Yaccarino to be Twitter’s CEO” CNBC, 12 May. 2023, https://www.cnbc.com/2023/05/12/nbcuniversal-ad-chief-yaccarino-resigns-as-sources-say-shes-in-talks-to-be-twitter-ceo.html
6. “Elon Musk names NBCU ad exec Linda Yaccarino new Twitter CEO” Engadget, 12 May. 2023, https://www.engadget.com/elon-musk-names-nbcu-ad-exec-linda-yaccarino-new-twitter-ceo-155537363.html
7. “Musk admits Twitter Blue defeat with Twitter’s new CEO hire” Mashable, 13 May. 2023, https://mashable.com/article/elon-musk-subscription-advertising-revenue-twitter-ceo-linda-yaccarino
8. “Will Linda Yaccarino turn Twitter into a dating site?” UnHerd, 12 May. 2023, https://unherd.com/thepost/will-linda-yaccarino-let-twitter-become-a-dating-site/