Leak of advertisers, massive layoffs, cascading resignations, cacophony around new features, suspended journalist accounts: since its takeover at the end of October, the social network Twitter has been rocking in the heart of the Elon Musk storm.
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“The bird is free”
On October 27, 2022, controversial billionaire Elon Musk announced the purchase of Twitter for $44 billion, after a saga lasting more than six months. “The bird is free,” he tweets, alluding to the network’s logo.
“Twitter is now in good hands,” greets former President Donald Trump, banned from the platform after the Capitol assault 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 will have to respect 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 procrastinate
In the aftermath of the takeover, General Motors temporarily stops 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 the American giants General Mills (Cheerios and Häagen-Dazs) and Mondelez international (Oreo cookies) or even Volkswagen and Audi.
Eight dollars to certify his account
On November 1, Elon Musk announced the upcoming launch of an eight-dollar monthly subscription for users wishing to have their account certified as authentic and be less exposed to advertising.
Account certification was previously free and only accessible to certain profiles, such as governments, companies, the media, political, cultural or sports personalities, etc.
Wave of layoffs
On the 4th, Twitter begins a wave of layoffs, which affects around 50% of its 7,500 employees worldwide.
“There is unfortunately no other choice when the company is losing more than four million dollars a day,” defends Elon Musk.
Cacophony around Twitter Blue
On the 9th, a great cacophony surrounds the launch on the iPhone of the new Twitter Blue, the paid subscription to have your account authenticated.
For 48 hours, many accounts pretend to be those of celebrities or companies, from basketball player LeBron James to Nintendo. These impersonations prompt Twitter to suspend Twitter Blue on the 11th.
Warning from US authorities
On the 10th, the US Competition Agency (FTC) issued a rare warning: “We are following recent developments at Twitter with great concern. No CEO or company is above the law.”
The FTC points out that Twitter risks substantial fines in the event of breaches of data security and privacy rules. However, many employees aware of these regulations have left Twitter.
Ultimatum and cascading departures
On the 16th, the billionaire issues an ultimatum to his employees who survived the first wave of layoffs. They must commit before the next day to “work long hours at high intensity”, otherwise they will be fired.
According to several American media, hundreds of them are choosing to leave.
Trump’s account restored
After a subscriber survey, Elon Musk decided on the 19th to lift the suspension of Donald Trump’s Twitter account.
In the process, he announces the mass reinstatement of banned accounts – if they have not broken the law – as well as the end of the fight against disinformation on COVID.
The EU warns him on the 30th and calls on him to fight disinformation.
Kanye West suspended
On December 2, Twitter suspended the account of American rapper Kanye West for “incitement to violence”, revealing the limits of the absolute freedom of expression advocated by Elon Musk.
The same day, French President Emmanuel Macron, on a state visit to the United States, said he had a “clear and sincere discussion”, in particular on “content moderation”, with Elon Musk in New Orleans.
Paid subscription, continued
After several tests, the billionaire launched on the 12th a new paid subscription formula to Twitter, including account authentication.
Suspension of journalist accounts
Twitter suspended the accounts of several journalists covering the social network and its new owner on the 15th. Some of them had tweeted the day before Twitter’s decision to suspend the account that automatically reported the routes of Elon Musk’s private jet.
The EU immediately threatens the latter with “sanctions”. “We have a problem with Twitter,” notes Berlin.