A quick analysis would lead us to believe that Elon Musk has a problem called Twitter/X, but when we think about it a little more, we come to the conclusion that it is actually the opposite, that he is, that Twitter has a problem named Elon Musk. A problem that, if it continues on its current trajectory, could end one of the most popular and successful social networks of its time in the entire history of the Internet. And all indications are that this drift will continue.

Since taking control of the social network in November last year We have seen many moves that really damage the brand image Twitter, compared to several people who acted in the opposite direction. Among the positives we can find, for example, the deployment of the Community Notes function, which serves to provide context in many publications that really need it, and the acceleration of the implementation of Twitter Blue. On the other hand, we have everything from deducting absolutely all value from account verification to moving servers from one CPD to another like someone carrying boxes of oranges. Not to mention, of course, his ability to make bread rise every time he opens his mouth.

Among the few achievements he achieved at this time, this is undoubtedly notable the election and hiring of Linda Yaccarino as the company’s new CEO. With extraordinary previous experience in the world of marketing and advertising, he was the ideal person to restore good relations between Twitter and advertisers, ensuring that the social network once again grows its revenue in what has always been the most important way in the world. the company’s accounting, although Musk has other plans in this regard.

In these months, Yaccarino worked as hard as possible on this goal, but Musk was in charge of constantly putting the wrench to work. A recent and very notable example of this can be found in the billionaire’s reaction to the departure of several advertisers from the platform. As we can read in Wired, Elon Musk dedicated a resounding «Go to hell» (“f**k you”) to advertisers who have left Twitter. According to him, they are trying to blackmail him.

The problem, and everyone should understand, is that the deep cuts experienced by Twitter’s moderation teams with the massive layoffs the social network has experienced caused the spread of hateful content, which logically deters potential advertisers. Recently, Media Matters for America published some “unfortunate coincidences” that displayed advertising inserts next to hateful messages, causing some of them to be removed. And the social network’s response was to… try to solve this problem? No, sue Media Matters. Yes, Elon Musk, a big supporter of free speech. Laugh to avoid crying.