Musk’s first step after taking the reins was to fire many of Twitter’s senior leadership, including chief executive Parag Agrawal. ![]() “That’s why you’re reading this tweet right now.” The inner circle “Twitter is simply the most interesting place on the internet,” he wrote this week. Instead, they have been forced to watch from their screens as the mercurial billionaire has wielded the platform itself publicly to brainstorm strategies for its future and pour scorn on critics of his plans, drumming up debate and spectacle for its users. Most Twitter employees have received little to no direct interaction from Musk or his inner circle, sparking confusion internally. This account of Musk’s whirlwind start running Twitter is based on interviews with current and former Twitter staffers, people aware of Musk’s thinking, other correspondence and the torrent of public tweets made by the Tesla chief executive and his team after closing the $US44 billion buyout of the social media company on October 27. Some teams were ordered to work around the clock to deliver on Elon Musk’s new product vision, including plans to launch a premium subscription service for $8. ![]() Over just a few days, the war room deliberations led Musk to order mass job cuts and press ahead with new product plans, while seeking to reassure advertisers that the platform would not turn into a “free-for-all hellscape”. We got what we set forth to do and all in all it went really well.One of Elon Musk’s first acts on taking over Twitter was to set up a secretive “war room” in the company’s San Francisco headquarters, surrounding himself with a cast of trusted lieutenants and thrashing out plans to transform the company’s stagnant business into a money-spinner. "We weren't playing favorites, but we saw an opportunity to boost the conversation, boost the momentum. "It was in line with our strategy," she told Computerworld. Raashee Erry, media and connections planning manager for Volkswagen, said their timing was spot on. Luckily for Volkswagen, just minutes later, Denver finally got some points on the score board and the company answered with, "Denver fans: Our plan is working! That's the power of German engineering. Volkswagen, for instance, had set up a war room filled with social media monitors, actors, writers and a production crew so they could catch any big trending topics on Twitter and take advantage of them by coming out with their own related tweets and videos.įor instance, when Denver was showing little progress against a dominant Seattle, Volkswagen tweeted, "Hang in there, Denver," and posted an 11-second YouTube video of two Volkswagen engineers furiously trying to come up with a solution to Denver's losing problem. Last week's State of the Union address brought in 1.7 million tweets.Ĭompanies, like Volkswagen, Tide and Priceline, were trying to make sure some of those tweets focused on their own brands. In comparison, 31 million tweets were posted the day of the 2012 presidential election. Despite the one-sided game and the lack of a mid-game blackout, the Super Bowl garnered more tweets than last year's game, which brought in 24.1 million tweets. Twitter reported more than 24.9 million tweets were posted about the game and halftime show. ![]() "Combine that with how social networking is growing today and it makes sense that more people are going to be turning to online communications for sharing their own personal feelings and thoughts about what they're seeing on television." "The Super Bowl has been a very popular event for decades," Blau said. People want to reach out to a wider audience. It's very easy to turn away and tweet for 45 seconds."īrian Blau, an analyst with Gartner, Inc., noted that for big events, like the Super Bowl, it's no longer enough to just cheer and jeer with the people sitting next to you. "Don't like that referee call or loved the play? Tweet it and receive instant feedback across the nation. "Twitter has evolved into the premier fast-twitch social media tool," said Patrick Moorhead, an analyst with Moor Insights & Strategy. As fans snacked on dip and hot wings in their friends' living rooms, they tweeted and posted comments about their parties and about big plays, as well as big goofs, in the game.
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