Elon Musk’s first-ever message to Twitter employees aired on CNBC on Thursday, November 10. In a direct tone, the whimsical billionaire criticizes the state of the micro-blogging platform he has just bought. It evokes both elements of corporate strategy and new practical rules for Twitter employees: a real change of era. “Sorry, this is my first e-mail to the whole company”, he begins, before evoking a “disastrous economic picture”. “I look forward to working with you to take Twitter to a whole new level,” he wrote. The new boss of Twitter insists on the importance of subscriptions, and highlights the launch of Twitter Blue Verified – a new verification badge, accessible simply by paying.
“Without meaningful revenue from subscriptions, there’s a good chance Twitter won’t survive the next economic downturn. We need about half of our revenue to come from subscriptions,” Musk said. He also announces the end of Twitter’s telecommuting policy, an announcement that may not have been to everyone’s taste. Twitter co-founder and former CEO Jack Dorsey promised employees in May 2020 that they could telecommute without any limits. “From tomorrow (Thursday), everyone is required to be present in the office at least 40 hours a week,” proclaimed the new boss of the network, except for exceptions that he will have to personally approve.
Twitter Blue Verified Hiccups
Elon Musk wants to reorient the company’s business so that it generates at least half of its income from subscriptions and can be less dependent on advertising. He clarified, however, in the email to staff, that he still expects Twitter to generate significant revenue from advertisers.
Twitter: Elon Musk wants moderation advice, users test freedom of expression
As many feared, the launch of Twitter Blue Verified was shortly followed by a wave of impersonation attempts. To get a “verified” badge, all you need to do is subscribe to Twitter Blue for $8 a month in the US and other countries, without any further identity verification. Fake verified accounts have impersonated former President Donald Trump, basketball player LeBron James, software company Valve, CNN noted, this Thursday, November 10. Senior Twitter executives also resigned, including chief information and security officer Lea Kissner, CNBC said.
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