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Yildirim said that, unlike Facebook, Twitter has not been good at targeting advertising to what users want to see. Thursday’s note to advertisers shows a newfound emphasis on advertising revenue, especially a need for Twitter to provide more “relevant ads” - which typically means targeted ads that rely on collecting and analyzing users’ personal information.

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Musk has spent months deriding Twitter’s “spam bots” and making sometimes conflicting pronouncements about Twitter’s problems and how to fix them. The newspaper cited documents and unnamed sources familiar with the deliberation. The Washington Post reported last week that Musk told prospective investors that he plans to cut three quarters of Twitter’s 7,500 workers when he becomes owner of the company. There is internal confusion and low morale tied to fears of layoffs or a dismantling of the company’s culture and operations.

Musk is expected to speak to Twitter employees directly Friday if the deal is finalized, according to an internal memo cited in several media outlets. Its Digital Services Act threatens big tech companies with billions in fines if they don’t police their platforms more strictly for illegal or harmful content such as hate speech and disinformation. “You do not want a place where consumers just simply are bombarded with things they do not want to hear about, and the platform takes no responsibility,” Yildirim said.Īs concerns rise about the direction of Twitter’s content moderation, European Union Internal Market Commissioner Thierry Breton tweeted to Musk on Friday that “In Europe, the bird will fly by our rules.”īreton and Musk met in May and appeared in a video together in which Musk said he agreed with the 27-nation bloc’s strict new online regulations.

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The note is a shift from Musk’s position that Twitter is unfairly infringing on free speech rights by blocking misinformation or graphic content, said Pinar Yildirim, associate professor of marketing at the University of Pennsylvania’s Wharton School.īut it’s also a realization that having no content moderation is bad for business, putting Twitter at risk of losing advertisers and subscribers, she said. But on Thursday, he assured advertisers he wants Twitter to be “the most respected advertising platform in the world.” Musk has previously expressed distaste for advertising and Twitter’s dependence on it, suggesting more emphasis on other business models such as paid subscriptions that won’t allow big corporations to dictate policy on how social media operates.

He continued: “There is currently great danger that social media will splinter into far right wing and far left wing echo chambers that generate more hate and divide our society.” He strolled into the company’s San Francisco headquarters Wednesday carrying a porcelain sink, changed his Twitter profile to “Chief Twit,” and tweeted “Entering Twitter HQ - let that sink in!” Musk has been signaling more recently that the deal is going through. The New York Stock Exchange notified investors that it will suspend trading in shares of Twitter before the opening bell Friday in anticipation of the company going private under Musk. He has complained about restrictions on speech on the platform - but then vowed he wouldn’t let it become a “hellscape.” And for months it wasn’t even clear if he wanted to control the company at all.Īfter Musk signed a deal to acquire Twitter in April, he tried to back out of it, leading the company to sue him to force him to go through with the acquisition.įriday’s deadline to close the deal was ordered by the Delaware Chancery Court in early October.

He has criticized Twitter’s dependence on advertisers, but made a statement Thursday that seemed aimed at soothing their fears.

Twitter’s users, advertisers and employees are parsing Musk’s every move in an effort to guess where he might take the company - but the mercurial tech executive has not made the job easy. Late Thursday, Musk tweeted, “the bird has been freed,” a reference to Twitter’s logo.