For the past 15 years, Twitter is a social media platform that has become an integral part of our daily lives. It is a platform where people can share their thoughts, ideas, and opinions with the world. It has become a powerful tool for communication, news, and information. However, not everyone seems to understand the true nature and potential of Twitter. One such person is none other than the CEO of Tesla, SpaceX and recently Twitter, Elon Musk.
Ever since he bought Twitter for $44 billion in late 2022, his time at Twitter has seen major shortfalls from gutting key employees and departments to limiting the free speech of various journalists to the various wacky ways to force people to buy Twitter Blue and failing, Elon’s time at Twitter may not last as he wanted. We’ll look at the reasons why.
Elon Musk sees Twitter as a "town square" rather than a "public utility." In his opinion, people use Twitter to discuss news, information, and announcements from their local town. However, this view is narrow and limited. People use Twitter as a utility, not just as a platform for local news. They use it to share their opinions, connect with others, and gain a broader understanding of the world. Twitter has become a platform for social change, where people can speak up and fight against injustices. It is a tool for democracy, and its importance goes beyond local news and announcements.
Elon Musk's ownership of Tesla and SpaceX, both "exclusive brands" that are out of reach to everyday people, has perhaps led him to underestimate the true potential of Twitter. Twitter is not an "exclusive brand," and the way it functions and the audience it caters to is very different from Tesla and SpaceX. Twitter is accessible to everyone, and its reach is far broader than that of any exclusive brand. It is considered a utility, similar to what the Internet in general is originally all about. People use Twitter to connect to their local communities and hear announcements or the latest local news.
Instead of competing with TikTok, Elon should have Twitter compete with Nextdoor. Nextdoor is the perfect competitor to Twitter, and Twitter pre-Musk has tried to compete with Nextdoor via its “Communities” section. However, Elon might be introducing new “ideas” to incorporate Nextdoor-style communities into Twitter in order to engage more with the reactionary fanbase he has cultivated.
However, Elon should also look into recent "alternatives" like Mastodon and Post, which have been implementing new ideas that may end up having more people leave Twitter for good. Elon’s biggest mistake was by not replacing laid-off engineers with Mastodon-styled servers to make up for its various server issues since his takeover.
Elon's recent political statements on Covid-19 and trans people have also hurt the Tesla brand. Many Tesla shareholders were disgusted by his statements, and it has been reported that they want to distance themselves from him. Elon's actions and statements on Twitter have a direct impact on his other companies, and his lack of understanding of Twitter and its impact can lead to damage to his other brands.
One of Elon's recent moves on Twitter was locking 2-Factor Mobile authentication to Twitter Blue users. This move has the potential for lawsuits by various countries due to violating the communication laws of several countries. It is an example of how Elon's lack of understanding of Twitter's impact can have legal consequences.
Elon's promotion of Twitter Blue at $8 is misguided. He should have looked at a blue checkmark as something similar to a knighthood. Twitter Blue should have cost $100,000 instead of $8. A blue checkmark should have been a badge of honour, something to be earned through hard work, dedication, and commitment to the platform. It should not be a product to be sold to users for a measly $8.
Elon borrowed $2 billion worth of Saudi Arabian investment money to buy Twitter for $44 billion. However, there is no way he can pay back this money, and because of this investment, he is unable to close down Twitter. He needs to find a buyer, and that has proven tricky because no corporation has $44 billion or more to buy Twitter from him.
The only thing Elon Musk can do now is to sell Twitter at a loss to corporations that see value in Twitter's user data, like Nexstar, Verizon, or Automattic. He needs to understand that Twitter is not just a town square, and it is not an exclusive brand. It is a public utility that has the power to change the world, and his lack of understanding of its true nature can lead to further damage to his other brands.
In conclusion, it's clear that Elon Musk doesn't understand Twitter. His views on the platform as a "town square" and an exclusive brand are misguided and don't reflect how the platform is actually used by its millions of users. Furthermore, his use of the platform to make controversial statements is damaging the reputation of his companies and putting them at risk. It's time for Musk to take a step back and re-evaluate his relationship with Twitter before any more damage is done.