{"id":29725,"date":"2023-06-14T04:49:58","date_gmt":"2023-06-14T04:49:58","guid":{"rendered":"https:\/\/danielsmarketingblc.com\/CuratedProducts\/?p=29725"},"modified":"2023-06-14T04:49:58","modified_gmt":"2023-06-14T04:49:58","slug":"twitters-latest-ceo-outlines-her-guiding-principles-for-managing-the-app","status":"publish","type":"post","link":"https:\/\/danielsmarketingblc.com\/CuratedProducts\/2023\/06\/14\/twitters-latest-ceo-outlines-her-guiding-principles-for-managing-the-app\/","title":{"rendered":"Twitter\u2019s Latest CEO Outlines Her Guiding Principles for Managing the App"},"content":{"rendered":"

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So what to make of latest Twitter CEO Linda Yaccarino<\/a>\u2019s PR-speak version of her approach to managing the app?<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Yesterday, Yaccarino published a series of tweets<\/a>, through which she outlined why she selected to come back work for Twitter under latest owner Elon Musk, and what’s going to guide her decision-making on the app.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

And most of what Yaccarino shared is predictable cheerleading:<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

\u201c<\/span><\/span><\/em>Elon knew space exploration and electric vehicles needed transformation, so he did it.<\/span><\/span><\/span><\/span> <\/em>It\u2019s also becoming clear that the worldwide town square needs transformation – to drive civilization forward through the unfiltered exchange of data and open dialogue concerning the things that matter most to us.<\/span><\/span><\/span><\/span><\/em> <\/em>Have you ever ever been talking with someone particularly insightful and thought, it is best to have the liberty to talk your mind.\u00a0All of us should. Enter Twitter 2.0.<\/span><\/span><\/span>\u201d<\/em><\/span><\/span><\/span><\/span><\/p>\n

Yeah, that\u2019s just about an Elon talking point – and I don\u2019t know that free speech was as contained as Musk and his contemporaries wish to project of their public statements.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

But this has grow to be a typical refrain, and a rallying call for Musk\u2019s acolytes, so it\u2019s no surprise to see Yaccarino parrot the identical here. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

What exactly that may mean, in a business context, is one other thing altogether, and it\u2019ll be interesting to see how Yaccarino, particularly, is in a position to balance this approach along with her remit to draw more advertisers to the app.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

As a reminder, Twitter\u2019s US ad revenue is down by almost 60% this 12 months<\/a>, as a consequence of many brands opting out of Elon\u2019s various changes on the app. Those have included bringing back previously banned users<\/a>, lessening removals of violative content<\/a>, putting increased reliance on the user community for moderation<\/a>, and allowing ads to be subject to audience fact-checks via Community Notes.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

A few of those may find yourself being positive steps, but at present, many brands are hesitant, and it\u2019s Yaccarino that\u2019ll be tasked with providing more reassurance on each element.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

\u201cTwitter\u2019s on a mission to grow to be the world\u2019s most accurate real-time information source and a worldwide town square for communication. That is not an empty promise. That\u2019s OUR reality.<\/span><\/span><\/span> While you start by wrapping your arms around this powerful vision, literally the whole lot is feasible.\u00a0 You’ve to genuinely consider – and work hard for that belief.\u201d<\/em><\/span><\/span><\/span><\/span><\/p>\n

Yeah, more cheerleading, not overly insightful. \u2018Wrapping your arms\u2019 around a company concept is a selected highlight.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

\u201cThe success of Twitter 2.0 is all of our responsibility.\u00a0 We’d like to think big. We’d like to rework. We’d like to do all of it together.<\/span> Our first principles are questioning our assumptions and constructing something latest from the bottom up. It\u2019s rare to have the prospect to place a brand new future into the hands of one and all, partner, and creator on the planet.<\/span><\/span><\/span>\u201d<\/em><\/span><\/span><\/span><\/span><\/p>\n

Again, it\u2019s really a PR-style call to motion, plagued by bombastic platitudes, which is just about what you’d expect from the incoming CEO of an organization. However it doesn\u2019t really provide a variety of insight into how Yaccarino will tackle Twitter\u2019s key problems \u2013 though the note about difficult assumptions is what\u2019s seemingly been key in Musk\u2019s traditional business approach.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

When Musk took over Tesla, for instance, there have been a lot of assumptions about what could and couldn’t be done with electric vehicles, with batteries, particularly proving to be a stumbling point for a lot of past attempts on this arena. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

The idea was that batteries cost a specific amount to make, and couldn’t be made cheaper<\/a>, but Musk broke the method down, sought out latest options, in keeping with technological advances and progress, and located latest ways to make it occur. That was a key turning point for the corporate, and that\u2019s the identical approach that Elon\u2019s taken ever since, re-examining possible solutions to existing problems, even in the event that they\u2019ve been tried again and again before, and seeing if there is perhaps latest ways to handle them, with the potential for discovering latest opportunities.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

That\u2019s why he\u2019s trying out various things that Twitter\u2019s tested prior to now, like creator subscriptions, Twitter Blue, original video content, etc. Twitter\u2019s tried, and essentially abandoned each of those projects prior to now, which is why most analysts are skeptical of Musk\u2019s attempts – but Elon\u2019s going to search out out for himself whether these approaches can work, with a brand new perspective, as opposed to only taking everyone else\u2019s word for it. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Because if a special approach will be found, that might solve all of Twitter\u2019s problems. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Twitter Blue, for instance, still hasn\u2019t seen significant take up<\/a>, despite Musk\u2019s attempts to make it a more attractive package. But when Twitter could make it work, that\u2019ll herald extra money, while reducing Twitter\u2019s reliance on ad dollars, and potentially addressing a lot of its bot and spam problems in a single solution. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

If Twitter can boost take-up, that will be ideal. But evidence would suggest that it may\u2019t \u2013 which, again, is why outside commentators are critical of Musk\u2019s moves. It\u2019s less about ideological differences, a typical counter to Elon criticism, and more about historical context and data.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

But when Elon can discover a way, as he has prior to now, it may very well be a revolution, despite what history may suggest. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

That\u2019s an interesting point of context in Musk, and now Yaccarino\u2019s approach – that not the whole lot they do goes to work, but every experiment will give them more context. And even when those outside the corporate consider that we’ve enough context already to desert a few of these approaches, Elon and Yaccarino are going to challenge assumptions, and test them anyway, with a view to re-building the app in keeping with these principles.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Is that even possible? As an outdoor analyst, I\u2019m predictably skeptical, as you may expect. But that is the best way for Twitter 2.0.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<\/div>\n