The intention to buy Twitter that tycoon Elon Musk has proposed worries a majority of advertisers in the network co-founded by Jack Dorsey.
the marks they fear that Musk will change the course of the social network toward a less certain fate regarding the relationship between Twitter, brands and advertising, a partnership of mutual convenience that has been developing for years through key policies and partnerships.
Advertisers too they are worried that Musk could damage the image of Twitter and transfer that negativity to their own brands.
This Thursday, April 14, Elon Muk surprised the world of business and technology by offering to buy 100% of Twitter.
The news came a week after having acquired 9.2% of the shares.
In a TED talk, Musk talked about buying Twitter, arguing his idea of exploit freedom of expression.
This apparently noble goal is also one of the causes that could be scaring the top managers of brands in all parts of the world.
Advertisers have long pressed social media platforms – such as Twitter and Facebook – to reduce divisions and the abuse of extremist views, as well as harassment, threatening words and incivility.
“However, a ‘free speech absolutist’ Twitter, as Musk touts every chance he gets, It could be very negative for the advertising business.”
That’s how he understands brian weiserHead of Commercial Intelligence at Group-M.
In an interview with AdAge, he said something very interesting: “Elon Musk’s interests in Twitter are not necessarily aligned with the interests of brands that advertise on Twitter and include the social network in their marketing strategies.”
Brands fear that Musk bring the chaos to a platform that is already quite volatile in its content balance.
Twitter is a perfect network to find out the daily news and discuss interests in sports, music or politics.
But all this leads to passionate conversations that, very often, get too heated.
Brands, very often, get involved in these toxic conversations.
A situation that could worsen if there is no minimum control.
The problem is that Musk wants (he has already said) a platform without controls.
Lou Paskalis integrates the so-called “influence council” of Twitter, which is a body made up of brands and marketing specialists that the social network consults regarding content policies with the aim of keeping the platform safe.
Paskalis is also COO of MMA Global and was previously head of marketing at Bank of America.
In a recent note with AdAge, Paskalis said the Dorsey-founded platform has always been responsive to brands, even during their crises.
For the executive, the network would have to be “the square of the global city” and, at the same time, be safe for all those who participate there.
Regarding Elon Musk’s intention to buy 100% of Twitter, he said: “It’s like throwing a bowling ball over a job well done that has taken years.”
Musk wants to buy Twitter by offering $54.20 for each of the shares, which is equivalent to about $43 billion.
The offer is about $10 billion higher than Twitter’s current valuation.
The sale must be approved by Twitter’s board.
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