$44 Billion for This?

Mixed reactions followed Tesla CEO and “richest man on earth” Elon Musk’s purchase of Twitter for $44 billion last week. 

No matter how you feel about the change in ownership, it’s worth noting the changes Musk has proposed – or at least considered – and what they might mean for the bird app’s future.

FGH’s Social Media team has a few thoughts for you to consider as you make promotion and marketing decisions:

In the short term:

  • Stick to your current Twitter strategy (for now): Despite the headlines, Twitter remains fairly unchanged. Tweeting still drives traffic to websites, showcases thought leadership, covers real-time conversations and much more.
  • Keep an eye on the Twitter Blog: Significant platform changes and developments take time and have historically been announced on Twitter’s blog. Similar to other recent platform changes (Twitter Spaces, Context Labels, etc.) brands should review the blog when modifications roll out to see how they may impact strategy.

In the long term:

  • Prepare for less moderation: Musk calls Twitter the “digital town square where matters vital to the future of humanity are debated.” This outlook signals he’s unlikely to permanently ban people for violations of the platform’s policies in the future. Major Twitter policy changes could lead to the reinstatement of former President Donald Trump – and many others who have been banned from the platform.
  • Advertising in a new environment: In an unmoderated Twitter universe, consider how advertising can impact the conversation around your brand, cause or issue. Be strategic. Last year’s plan may not work next year.
  • Living in Musk’s Twitterverse: Once Twitter becomes a private company, Musk will be in full control – and he ultimately can do whatever he wants with it. Brands should remain flexible in their marketing strategies and prioritize a multichannel approach.