Why the New Twitter CEO’s Plans for Twitter 2.0 Left Us Cold
Linda Yaccarino, the new CEO of Twitter, officially started her new role in June 2023. Shortly after, she shared a company-wide memo in a series of tweets to share part of her vision for Twitter.Here are the most notable points from the thread and why it didn’t leave us feeling inspired.
Yaccarino Shares Plans for Twitter 2.0
Yaccarino outlined her strategy for her role at Twitter using the “Twitter 2.0” terminology coined by the company’s owner Elon Musk. The memo is available for all to see in aTwitter thread.
Her main action plans for revamping the site revolve around transforming the “global town square” into a more reliable, accurate information source.
She also mentions the opportunity for the company to “reach across aisles and create new partnerships”, while calling on employees to work together to build “something new from the ground up”.
The Problem With Linda Yaccarino’s Promises
Although Yaccarino’s memo caught the attention of several major publications, it drew mixed reactions from the public. In many ways, Yaccarino merely echoed Musk’s previous statements, such as reforming the “global town square”, building Twitter 2.0, and supporting freedom of speech.
She could have outlined her own strategies instead of presenting vague, generic goals like creating an accurate information source or creating new partnerships.
For instance, Musk hired Yaccarino for her decade-long marketing expertise. Knowing how she plans to save Twitter’s crumbling ad business would’ve been insightful, yet she never mentioned it.
Some parts of Yaccarino’s memo were outright unrealistic. Take this part about making Twitter the most accurate real-time information source online.
Although impressive, it’s nearly impossible. Even the most widely knownsocial networks, like Facebook, struggle with misinformation. Twitter can’t stop users from spreading fake news and propaganda altogether, especially with its flawed verification system.
How Yaccarino Can Make a Difference
Overall, the amount of trust Yaccarino puts in Musk’s vision raises doubts about whether she’ll steer the company in a new direction.
Yaccarino is definitely a qualified CEO, but she should also have more control over what direction to take the company. Twitter needs fresh insights and practices for its business side to succeed.
Will Twitter Change Under New Leadership?
In all likelihood, Musk will still call the shots, not the new CEO Linda Yaccarino. She primarily oversees marketing and advertising. And based on Musk’s previous statements, her biggest projects involve the Twitter ad business.
That said, Twitter has already changed a lot since Musk took over. Only time will tell how things will unfold with Yaccarino in the CEO role.
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