And finally, the “soap opera” Avenida Twitter came to an end. Elon Musk finalized the purchase of the social network and he’s already made an appearance by firing the CEO and CFO — now Musk is officially the boss of Twitter. Announcing on his account that the “bird is free”, the billionaire already sees the reaction of stakeholders, in the extremely broad sense of the word, encompassing all those involved with the business and the social network — consumers, advertisers, governments, shareholders, etc. .
Musk has long claimed that the social network is boring and with a “more left-wing” policy, but promises that this will change from now on. In the “digital square” that is Twitter, the new owner argues that the platform will be a space for everyone to express their ideas and following the laws of the countries. He guarantees that the social network will not become a no man’s land — it remains to be seen what no man’s land is for him.
EU says ‘bird will have to fly under rules’
Among the first reactions from government bodies is that of Thierry Breton, European Union (EU) internal market commissioner. Responding to the tweet in which Elon Musk said the bird was free, Breton said “In Europe, the bird will have to fly under our rules”, using the hashtag DSA, an acronym for the bloc’s Digital Services Act.
Complementing his post, the commissioner retweeted a video in which he appears with Musk commenting on the DSA. On video, Elon Musk says the law is in line with what he believes.
The official announcement of the purchase will be made at 10:30 am, Brasília time, when the American stock exchanges open. Before that, Elon Musk will make a statement to his new employees. And, according to The Guardian, Tesla employees are already at Twitter headquarters – the reason could be either a first benchmarking or taking the place of current employees.
Musk published letter to advertisers
On Thursday (27), Musk posted on Twitter (obviously) an open letter to reassure advertisers. In the text, he explains that he does not want society to be divided into left and right social networks, which would increase polarization in the world.
The reason presented is noble, commendable and correct, but ignores that for years social networks have failed to combat hate speech, disinformation and fake news — these last two, for some authors, have differences —, regardless of the political bias (believe me, I researched this for a master’s selection process). Twitter is still the social network with the greater number of users who are informed by the platform.
Musk also states in the letter that he wants to turn the ads into useful publications for the user. “Low-relevance ads are spam, but high-relevance ads are content,” said the new head of Twitter.
The publication aimed at advertisers is not only a way to calm them down, but also a reflection of one of the monetization axes of the new owner of Twitter. US$ 44 billion dollars (plus R$ 235 billion) do not grow on trees. Elon Musk, even being the richest man on the planet (trillionaire in Reais), needed a bank loan. In the contract, Twitter will be the guarantor of the payment, so the company will have to profit like never before.