The Elon Musk brand is cannibalizing Twitter

How it will be, but above all, what will happen to it Twitter? This is the question that has been bouncing frantically since October 28 in the info-sphere after theacquisition of Elon Muskwhich he put on the plate 44 billion dollars for the platform launched in 2006 by Jack Dorsey. A question that is animating apocalyptic predictions, starting from the possible limitations of freedom of speech, to end in the imminent mass migrations in favor of other social networks.

A vast and widespread debate that involves without distinction blue ticks and more or less millionaire fandoms, a vast audience that holds together a melting pot made of celebrity stars, political leaders, influencers of different latitudes and thinking, writers, managers, old employees and former CEOs, starting right from Jack Dorseyprofiles with a few hundred followers and, last but not least, a flock of parody accounts dressed as raiders ready to slip into the most engaging discussions.

Elon Musk’s plans, now that Twitter is his

Letter to advertisers on investments in targeted advertising. Four managers are out, including the one in charge of the blockade in Trump. Tesla’s owner takes possession of the social network

The finger and the moon

Yet, while almost everyone was quick to look at the finger, worried by the announcement of the$ 8 monthly subscription to receive and keep the blue check that accompanies verified accounts, or alarmed by the way the stars and stripes tycoon he torpedoed in a few days half of its new employees are still very few who look at the moon.

For the first time in the recent history of social networkthere was a strange and unusual bond between one personal brand reputationin this case that of Elon Musk, that with the acquisition of Twitter has also become the managing director, and that of platform. A’reputational hybridization yet to be explored, which is already changing in the hours in which it tries to take a recognizable shape and which from these very first effusions seems destined to be completely asymmetrical. For the exclusive benefit of Musk rather than Twitter.

This is the paradox still not very visible to most, which risks changing not only the social network, but the very ecology of the platforms as we have known, accepted and lived it in these first two decades. In voraciously devouring the Twitter reputationdriving the banner of his staff value proposition in the collective imagination, Musk produces two distinct but
complementary direct effects: increases his staff reputational heritage and, at the same time, it modifies the DNA of the social network which no longer belongs, in philosophical terms, to the anarchy of the users who populate it, but is subordinate without exceptions to one hierarchical viewto a strict approach and unquestionable by the majority shareholder.

Elon Musk
Why charging blue ticks on Twitter is counterproductive

Elon Musk’s plan distorts the original meaning of the system for verifying user identity, as well as reducing its appeal

Change of ownership

To many the further modification in a few days of the biography accompanying his account from 114 million followers it seemed like one of the many imaginative quirks typical of the character – being so is the founding condition of any personal brand -, while when Musk writes “Twitter complaint hotline operator”, Perhaps it is only the most evident symptom of this taking possession. “Twitter is no longer a user, but it is essentially mineMusk seems to affirm without saying it, therefore feeling obliged to iconically undertake in the first person, as no one before him has done in the past, also to respond to users’ complaints.

The Elon Musk brand is cannibalizing Twitter