What’s Going on at Twitter?

Now is a great time to explore new social media strategies…

This summer, Elon Musk pulled out of a $44 billion deal to purchase Twitter. Then he was called out on his bluff and was forced to purchase the social media platform after Twitter sued him to make good on the deal. What ensued afterward has been messy, to say the least. 

Since Musk took over in October, nearly two-thirds of staff have resigned or been laid off. The mass exodus wiped out most of the content moderation team, artificial intelligence researchers, engineers, rapid responders for emergencies, the payroll and legal teams, the communications department and the people responsible for making Twitter more accessible. 

At one point, there was uncertainty that Twitter would have enough people to maintain servers and keep the app on.

Of course, this has caused concerns for advertisers, major brands and Twitter’s bottom line. There’s now Twitter Blue, a subscription service offering users verified status for $8 a month, or $11 a month on iPhone. The launch of the paid verification feature immediately brought in a wave of trolls impersonating prominent brands and celebrities on the site.

The instability of Twitter has also caused another type of exodus for users. We’ve received several inquiries from clients on if they should stay or abandon the platform altogether. Trust me, we get it. 

Our Digital Content Lead Morgan Toliver and I discuss best practices for continuing to use Twitter, opportunities to explore new social media platforms and how to prepare for the worst-case scenario. Take a listen!