**Title: The New CEO of Twitter Works to Attract Big Brands Back to the Platform**
**Subheading 1: Engaging with Big Brands and their Executives**
X Corp. CEO Linda Yaccarino has made it her priority to reconnect with major brands, such as Coca Cola, Visa, and State Farm, by personally engaging with their chief marketing officers and chief executives. These companies had previously reduced their ad spending on Twitter due to concerns about the platform’s content restrictions and the rise of hateful and toxic speech facilitated by the new owner, Elon Musk.
**Subheading 2: Rebuilding Trust and Partnership**
Yaccarino has been actively involved in direct conversations with CMOs and CEOs of companies that have paused or reduced their spending on Twitter. Her goal is to remind them of the platform’s power, its user base, and the economic potential of partnering with Twitter once again. She acknowledges that some advertisers may have been uncertain about who to contact within the company, considering the drastic reduction in staff from 8,000 to 1,500 since Musk took over. Yaccarino aims to reassure advertisers by implementing tailored brand safety initiatives, ensuring that their ads will only appear alongside relevant and appropriate content.
**Subheading 3: Balancing Free Speech and Content Moderation**
Yaccarino emphasizes that Twitter is striving to strike a balance between Musk’s vision of free speech and implementing strategies to limit the visibility of toxic posts. While not completely removing such content, Twitter employs techniques to make it difficult for harmful posts to reach a wide audience. Yaccarino states that if content is lawful but objectionable, it becomes extraordinarily difficult to see.
**Subheading 4: Defined Roles under Elon Musk’s Leadership**
As the CEO appointed by Musk, Yaccarino clarifies that her role at Twitter is distinct from Musk’s focus on product design and technology development for Tesla and SpaceX. She takes responsibility for running the company’s day-to-day operations, including partnerships, legal matters, sales, and finance. Yaccarino highlights the division of labor between herself and Musk, suggesting a relay race analogy where Musk envisions the future and she brings it to market to ensure economic prosperity for both Twitter and its advertising partners.
**Subheading 5: Keeping an Eye on Competitors like Meta’s Threads**
Yaccarino acknowledges the presence of Meta’s Twitter competitor, Threads, and closely monitors its progress. Although Threads experienced an initial surge of users, Yaccarino recognizes the need to remain vigilant as competitors continue to iterate and adapt.
By actively engaging with big brands, rebuilding trust, and striking a balance between free speech and content moderation, the new CEO of Twitter aims to revitalize the platform’s advertising revenue and solidify its position in the social media landscape.
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