Twitter Inc.’s reputation among consumers and advertisers is at risk from the tumult unfolding under new owner
Elon Musk,
some branding executives and other observers say, even as some Twitter users think the change in leadership could improve the platform.
Mr. Musk, who closed his acquisition of the social-media company on Oct. 27, fired Twitter’s top executives, laid off about half its staff and floated several ideas for changes to the way the platform works. Some advertisers have paused their advertising on Twitter, largely either out of concern that Mr. Musk might weaken content moderation, potentially leading to more hate speech on the platform, or because of the uncertainty surrounding the company’s direction.
“This uncertainty and instability, entirely of Musk’s making, will quickly damage Twitter’s brand and unsettle users,” said Darren Savage, chief strategy officer of
Omnicom Group Inc.
-owned digital marketing agency Tribal Worldwide London.
But the new era at Twitter could also be an opportunity for the company to redefine its brand for the better.
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Sixty-four percent of Twitter users said Mr. Musk will have a positive impact on the product, according to a survey of 1,212 adults who use the platform by polling firm Harris Insights & Analytics between Oct. 28 and 30.
The platform also has gotten an incredible amount of publicity since Mr. Musk’s takeover, said Tim Calkins, marketing professor at Northwestern…
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