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Elon Musk Takes Over Twitter, But Most Marketers Don’t Worry

It's the end of Twitter as we know it. And the majority of marketers feel fine.A week ago, Elon Musk acquired Twitter for $44 billion. And if his tw

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Twitter has agreed to sell to Elon Musk.  From a marketer's perspective, are you ever worried about the changes Musk could bring to Twitter?

It’s the end of Twitter as we know it. And the majority of marketers feel fine.

A week ago, Elon Musk acquired Twitter for $44 billion. And if his tweets bear any truth, then he has major changes in his mind, such as the edit button, long tweets, and defeating spam.

So how do marketers get excited, anxious, or skilled about it all? We polled our audience to find out.

Why 58% of marketers don’t care. Check accounts. remove bots. freedom of expression. These were among the reasons marketers were optimistic about Musk owning Twitter. Here is a sample of the comments:

  • “I hope to see the option to allow all users to verify their accounts (if they want). It would be nice to allow all users the option to only view the tweets of verified accounts.”
  • “Elon will bring people back to Twitter and remove the bots, and it sounds like a great opportunity to advertise.”
  • “I believe that a politically neutral approach to content management will broaden the user base and make more audiences accessible on the platform. Making the open source algorithm should make the factors that influence marketing success more transparent and testable. I also believe a commitment to removing bots and spammers in them will make it a place more people want to spend their time. That’s great news.”
  • “Everything Musk touches turns to gold (PayPal, Tesla, SpaceX). I’m not worried. If he could control the botnet/spam spread, it would be a boon for users and marketers alike! The higher signal-to-noise ratio would help In ad CTR and other metrics, I think.”
  • “Allowing the free and open exchange of information and ideas does not carry any negative weight for brands. Indeed, brands should celebrate this.”
  • “Twitter ads have never worked out so well for us, so any change feels like a good change.”

for what it’s worth: Former Twitter CEO Jack Dorsey chirp In support of Musk’s vision of Twitter (“Having a public platform that is both deeply trusted and broadly inclusive is critical to the future of civilization.”

Why 42% of marketers are worried. Brand integrity. Fewer users. and “freedom of speech” (which many believe is a symbol of “hate speech”). These were among the reasons why marketers weren’t comfortable with owning Twitter. Here is a sample of the comments:

  • “If Twitter becomes increasingly known as an essentially politically motivated environment populated by ‘alternative facts’ (aka lies), ultra-extreme flows and questionable conspiracy theories, then I can see the danger of falling into a vortex of turmoil and the difficulty of maintaining power and brand integrity. , or just losing their voice in the general noise.”
  • “As a marketer, I’d be worried, not because I don’t like the idea of ​​Elon Musk owning Twitter, or because it might make Twitter more moderate in how it handles speech on the platform, I’d be concerned just because change is always worrisome, especially one as big as the one that seems to be aims at it.”
  • “I am concerned that the ban on bots is making industry tools more difficult – but more importantly Elon’s statements about ‘absolute freedom of speech’ mean that he will allow hate speech to spread further. The unbridled hate speech platform is not a place for people to advertise.”
  • “We are concerned that in his crusade for ‘freedom of expression,’ Musk will turn a blind eye to harassment, hate speech, disinformation and other vile expressions. We do not recommend linking any brands we represent to the Twitter brand.”
  • “If the rules on Twitter are relaxed, there is also concern about the spread of misinformation and blatant lies. This could cause issues with the safety and well-being of its users.”
  • We are concerned about the potential for a serious mass exodus of users from the platform. The ad-free premium version can also be worrisome, especially if the metrics for audience types missing due to this ad-free version aren’t available. We are also concerned about brand security about what might appear in the feed surrounding our ad.”

And from the “Nothing will change” section. There have been some responses that are hard to categorize other than “cruel, but not wrong”. Everything from “Nothing will change” to “How can a drain go wrong?” Here is a sample:

  • “After all is said and done, I don’t think much will change from a marketing perspective.”
  • “Twitter’s value as a platform for messaging and sharing has really changed dramatically over the past five years. In some cases, it is still a valuable tool, but in many cases, we have found that its influence has worn off.”
  • “Twitter has been a sink for a long time. I honestly don’t think it could get any worse.”
  • “It is always possible to change the channels you use as a marketer, and new channels are already on their way. After all, we have the money they need — even Elon Musk.”

Why do we care. Selling Twitter is a huge change in the world of digital marketing. We will all feel the impact at some point. when? this is the question. Despite some big concerns, Musk has a proven track record of investing in or operating famous and profitable companies such as PayPal, Tesla and SpaceX. Every day we’re getting closer to seeing if Musk can unleash the potential of Twitter. The question will be whether brands and marketers choose to continue investing time and advertising money in the platform once they see Musk’s vision for Twitter.


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About the author

Danny Goodwin is Senior Editor at Search Engine Land. In addition to daily writing on SEO, PPC, and more about Search Engine Land, Goodwin also operates a roster of Search Engine Land experts in search. It also helps with programming for our SMX Conference Series – Search Marketing Expo. Prior to joining Search Engine Land, Goodwin served as Executive Editor at Search Engine Journal, where he led editorial initiatives for the brand. He was also an editor at Search Engine Watch. He has spoken at many major research conferences and virtual events, and his expertise is drawn from a wide range of publications and podcasts.

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