Layoffs, ultimatums, and an ongoing saga over blue test mar…


Sunday formally marks one month for the reason that international’s richest guy took the helm at Twitter.

In that point, Elon Musk initiated mass layoffs and gave closing staffers a cryptic ultimatum, reinstated the accounts of arguable figures together with former President Donald Trump, and introduced – then punted – a plan to rate for Twitter’s iconic blue checkmarks.

After spending months embroiled in an unsuccessful criminal combat to get out of his preliminary proposal to shop for Twitter, Musk made his first splashy front into the corporate’s places of work on Oct. 26, sporting a sink. (In a video of the incident shared on Twitter, he wrote: “Getting into Twitter HQ – let that sink in!)

Since then, the billionaire has reputedly left no stone unturned throughout his whirlwind first month as “Leader Twit.” Here’s a take a look at the variability of the way Musk (who remains to be, concurrently, CEO of his different corporations Tesla and SpaceX) has already left his mark on some of the international’s maximum influential social media platforms.

Virtually right away after Musk finished his drama-plagued $44 billion deal to shop for Twitter, he fired former CEO Parag Agrawal and different executives. He then made himself the CEO and sole director of the platform, according to a securities submitting.

The dramatic management shakeup, then again, used to be handiest the primary style of the key staffing overhaul to come back. Musk began wide-ranging layoffs around the corporate, lowering its general headcount by way of more or less 50% within the span of a few days.

At the eve of Nov. 3 and into Nov. 4, a large number of now-former Twitter staff started posting at the platform that they’d been locked out in their corporate e mail accounts because the process cuts started to play out in an excessively dramatic, public approach.

The layoffs impacted departments together with moral AI, advertising and verbal exchange, seek, public coverage, and extra. As the employees stated good-bye to their colleagues on-line (many sharing blue hearts and salute emojis to sign they’d misplaced their jobs at Twitter), Musk remained in large part silent, no less than at the process cuts.

In every other dramatic transfer by way of the brand new boss, Musk publicly fired a software engineer who had survived the preliminary spherical of cuts, however who then puzzled Musk on Twitter.

In a late-night internal email after the mass team of workers cuts, Musk requested Twitter’s closing staff to decide to “extraordinarily hardcore” paintings or else depart the corporate with severance pay.

“Going ahead, to construct a leap forward Twitter 2.0 and reach an increasingly more aggressive international, we will be able to wish to be extraordinarily hardcore,” Musk wrote within the memo despatched out on Nov. 16. “This may imply operating lengthy hours at top depth. Simplest remarkable efficiency will represent a passing grade.”

Within the memo, Musk is going on to stipulate how Twitter can be “a lot more engineering-driven” after which offers team of workers an ultimatum. “In case you are certain that you wish to have to be a part of the brand new Twitter, please click on sure at the hyperlink underneath,” directing team of workers to what seems to be an internet shape.

Musk stated any worker who has no longer executed so by way of 5 p.m. ET on the next day, Thursday, would obtain 3 months severance.

Within the shadow of the mass exodus of employees, a departure of advertisers used to be additionally brewing.

Since Musk’s takeover, a handful of manufacturers – starting from Normal Turbines to the North Face to the Volkswagen Crew – showed a pause in promoting at the social community as civil society organizations raised new fear over the path of the corporate beneath Musk.

Roughly every week after he took over the corporate, Musk said that it had seen a “huge drop in income.”

“Twitter has had an enormous drop in income, because of activist teams pressuring advertisers, even if not anything has modified with content material moderation and we did the whole lot lets to assuage the activists,” he stated in a tweet on Nov. 4. “Extraordinarily tousled! They’re looking to break loose speech in The usa.”

Some other facet of Twitter that Musk quickly upended is among the platform’s maximum acquainted options for its customers: the verified blue test marks that had lengthy been used to verify the authenticity of presidency officers, newshounds, and different public figures.

“Twitter’s present lords & peasants gadget for who has or doesn’t have a blue checkmark is bullsh*t,” Musk tweeted on Nov. 1. “Energy to the folks! Blue for $8/month.”

Positive sufficient, on Nov. 5, Twitter launched an updated version of its iOS app that allowed customers to pay a per 30 days subscription charge to obtain a blue test mark on their profiles. The replace, as defined on Apple’s App Retailer on the time, said that customers would now need to pay $7.99 per 30 days for the corporate’s Twitter Blue subscription to obtain a test mark at the platform, “similar to the stars, corporations, and politicians you already apply.”

Inside of days of the rollout of the subscription carrier, Twitter used to be inundated with a wave of celebrity and corporate impersonators who briefly gamed the brand new gadget to pose as manufacturers and distinguished figures.

Chaos ensued. In a single viral instance, a pretend account, which featured a newly bought blue test mark, purporting to be pharmaceutical massive Eli Lilly tweeted {that a} important diabetes drug would now be loose.

Within the wake of the mayhem, Musk in the end introduced that it could prolong the rollout of the subscription carrier till the top of the month.

“Punting relaunch of Blue Verified to November twenty ninth to ensure that it’s rock forged,” Musk tweeted on Nov. 15.

On Nov. 24 Musk gave a slightly different target date for the relaunch, Dec. 2, and presented extra information about the longer term carrier, together with a variety of test mark colours to indicate the kind of verified account.

On Nov. 19, Musk restored the Twitter account of former President Donald Trump, just about two years after it have been completely banned following the Jan. 6, 2021 assault at the Capitol.

The transfer got here in a while after Twitter restored the accounts of several other controversial, prior to now banned or suspended customers, together with conservative Canadian podcaster Jordan Peterson, right-leaning satire website online Babylon Bee, comic Kathy Griffin and Rep. Marjorie Taylor Greene.

Forward of restoring Trump’s Twitter account, Musk posted a ballot asking the platform’s customers if Trump will have to be reinstated – the place a slender majority (51.8%) voted in want of it.

“The folk have spoken. Trump can be reinstated,” Musk tweeted. “Vox Populi, Vox Dei.” (Latin for “the voice of the folks is the voice of God.”).

Trump has prior to now stated he would stay on his personal platform, Fact Social, as an alternative of rejoining Twitter, and has but to tweet since his account got here again on-line.

However a metamorphosis in his means may just cling main political implications as Trump has stated he’s going to search the Republican presidential nomination in 2024.

After accomplishing but every other Twitter ballot, Musk stated on Nov. 24 that he will begin restoring most previously banned accounts on Twitter beginning subsequent week. This may mark his maximum far-reaching transfer but to undo the social media platform’s coverage of completely postponing customers who time and again violated its laws.

The Thanksgiving Day announcement got here after maximum respondents voted in want of his ballot over whether or not to supply “common amnesty to suspended accounts, equipped that they have got no longer damaged the legislation or engaged in egregious unsolicited mail.”

As soon as once more, Musk tweeted that “the folks have spoken.”

His contemporary selections to reinstate prior to now banned accounts, in keeping with the result of his polls at the platform, is significantly at odds with how Musk prior to now stated he would care for such possible choices.

Only a day after his takeover of Twitter, Musk said that the social media company “can be forming a content material moderation council with extensively numerous viewpoints.”

“No main content material selections or account reinstatements will occur earlier than that council convenes,” Musk added

It isn’t right away transparent if that council used to be ever created, convened, or concerned within the decision-making at the back of bringing again Trump and previously banned accounts.

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