In the days following the $44 billion acquisition of Twitter on October 28, Elon Musk has repeatedly tweeted about the excitement of the platform.
“Twitter feels more and more alive,” he boasted on November 13 to his 115.6 million followers. On November 10, he posted, “Twitter usage continues to increase. One thing’s for sure: it’s not boring at all!” Another question: “Today hit an all-time high in active users.”
While Musk doesn’t back up breathless posts with hard data, the headlines tell a different, much less enthusiastic story. According to a tweet from Yoel Roth, Twitter’s head of Safety & Integrity (who has since left), 50% of Twitter’s 7,500 employees have been fired and other senior leaders have resigned. , the departures raised privacy and security concerns. Advertisers retreated and celebrities tweeted final goodbyes to devoted followers.
But not everyone follows the deactivation.
While some stars and celebrities have signaled plans to leave after Musk’s tenure, the majority have simply left their accounts inactive rather than deleted altogether. TV mogul Shonda Rhimes tweeted on October 29: “Not hanging around with anything Elon has planned, although her account is still active as of Monday. The same goes for Sara Bareilles, who said goodbye by writing, “See you on other platforms, friends. Sorry, this is not for me.”
While Gigi Hadid, Whoopi Goldberg, Stephen Fry, Amber Heard and Alex Winter deleted their accounts (along with Balenciaga deleted on Monday), others like Brian Koppelman, Toni Braxton, Ken Olin, Sully Sullenberger and even Playbill still have theirs even though they stopped tweeting – for now. Keeping that option open is key, said Wynter Mitchell Rohrbaugh, a digital strategist and podcaster.
“I don’t recommend deleting an account,” explains Mitchell Rohrbaugh. “The knee jerk reaction is clear and I’ve had clients make that decision and follow through, on their own or with my help. I always respect the wishes of my clients not to interact with a platform or contribute to what’s going on there. You can say you’re about to shut down the platform in its current state or stop posting after a specific date but I wouldn’t recommend removing it completely because you’ll never get that audience back. . I’m telling everyone to sit still – for now.
Others are encouraging users to maintain accounts so bad guys can’t secure their previous ownership and impersonate them, with or without an $8 green check registration, one of the changes that caused Musk’s most controversial and most famous during his first two weeks at the helm. Mitchell Rohrbaugh says that while the situation at Twitter may seem extreme, every social media platform is experiencing some degree of upheaval at the moment as layoffs and layoffs sweep across the globe. technology in light of a possible recession and austerity among advertisers.
“Every influencer should think about taking your audience to other spaces in case things change and keep getting worse,” she says, noting that she there are clients who are experimenting with news marketing via email, Discord, Telegram and other platforms. . “This happens very quickly and you want to be prepared if the same thing happens again when you find yourself disagreeing with the CEO’s practices, policies or views. You want to make sure you have a way to reach and engage with your audience.”
Speaking of sitting still, some advanced users CHEAP spoke to are carefully considering their options. Trent Reznor says CHEAP at the premiere of his new movie in LA bones and all that he was about to bail but hadn’t pulled the trigger yet. “It’s a shame,” Reznor said when asked to take on the platform after Musk took over. The Nine Inch Nails frontman and Oscar-winning composer (with longtime partner Atticus Ross) doesn’t tweet as much but has a sizable 1.6 million followers even as he’s ready to say goodbye forever.
“I am about to depart. We don’t need the arrogance of the billionaire class to feel like they can step in and work things out. Even without him involved, I just see that it has become a toxic environment. For my mental health, I need to adjust. I don’t feel comfortable being there anymore.”
Oscar-winning filmmaker Matthew A. Cherry is still active with 312,500 followers. “I’m just waiting to see how it plays out,” he said CHEAP on the red carpet at the Big Brothers Big Sisters LA gala on Thursday. “Every hour of every day new information comes out with staff talking about all the crazy things going on but it’s a great platform and I hate to let it pass. I’ll see how it goes, day in and day out, and think what the next move might be.”
Cherry is not only a prolific Twitter user, he once inspired the platform’s #TweetitintoExistence campaign. “Twitter is unique,” he said. “You can get instant gratification. You ask a question and someone answers within seconds. It was a difficult decision to make when it was a platform that also performed very well. But if you ignore a lot of the big companies, you won’t like what you find, so you have to use it for the people you support and the people who support you and keep using it every day.”
For Mitchell Rohrbaugh, Twitter isn’t just a business platform her clients use, it’s also personal. “I joined the platform from the very beginning,” she said, adding that she joined with her first account in 2008, two years after it launched. She uses it to engage with her community while promoting her writing, podcasting, and strategy and consulting work.
“Twitter is my favorite platform,” she said. “I don’t think the Twitter of today will be what it is a year from now. Right now, it’s like the Wild West. It doesn’t matter that all the people we used to work with in our talented partnership are now gone. I have a good relationship with everyone there and work with them to create many great opportunities for clients. It’s really unfortunate and no one has reached out to say: ‘Don’t worry’.”
She continued: “I am a freedom fighter. I will stay as long as it is usable. We all contributed to the success of the company, in a tweet, shape or form, and we made it great. It’s thanks to creators, educators, experts, people of color, black Twitter, movie Twitter, everyone. It is a lifesaver in COVID and the most valuable source of information. I refuse to believe that this is how Twitter’s story ends.”