Linda Yaccarino, who was brought in to bring back the advertisers spooked by Elon Musk’s leadership, hopes to make Twitter “the world’s most accurate real-time information source.”
’s leadership, vowed to make Twitter “the world’s most accurate real-time information source” as well as a place for celebrating “new voices” and reaching “across aisles.” Her message, which Yaccarino also relayed in—packed with corporate-speak and HR-friendly buzzwords—was ostensibly meant to shore up morale among employees. But it was also likely a pacifier for all of the major brands that have grown concerned by the political makeover Musk ushered in after acquiring Twitter last year.
In large part, it has been Musk’s Twitter takeover, and perhaps his own tweets, that have caused major brands to. And unfortunately for Yaccarino’s PR offensive, he is not going away any time soon. Musk, who is still serving as Twitter’s executive chairman and chief technology officer, remains fixated as ever on right-wing racial politics and culture-war battles: He recentlya meme that propagated the “groomer” smear that conservatives have leveled against LGBTQ+ educators.
Those posts are not entirely incompatible with the “Twitter 2.0” project put forward by Yaccarino, even if they hamper her ability to balance Musk’s free-speech absolutism with the feelings of wary advertisers—namely, the big-spenders who account for the vast majority of Twitter’s revenue. “Elon knew space exploration and electric vehicles needed transformation, so he did it,” wrote Yaccarino.
Still, it seems unlikely that Yaccarino, a former advertising executive at NBCUniversal, can make Twitter both an anything-goes content exchange and a desirable destination for corporate ad spending. If anything, her introductory statement was a repackaged version of Musk’s past comments, with Yaccarino deferring to his view of Twitter as the “global town square,” a term Musk has used to justify the presence of far-right content and users shunned by the platform’s prior executives.
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