Elon Musk’s Twitter rate limits could potentially harm the efforts of CEO Linda Yaccarino to improve the company’s value, according to advertising experts. Lou Paskalis, the founder of advertising consultancy AJL Advisory, stated that Yaccarino is Musk’s last best hope to revive the company, and these limits suggest that Musk is unable to empower her to save the company from further damage. Mike Proulx, research director at Forrester, added that the rate limits are detrimental to users and advertisers who are already frustrated with the chaos caused by Musk.
Yaccarino, who previously served as the advertising sales chief at NBCUniversal, assumed the role of CEO last month, earlier than originally planned. Her expertise in the advertising sector is seen as crucial in attracting advertisers back to Twitter and making the platform more profitable. In an effort to encourage advertisers to return, she has instructed staff to engage in personal meetings with advertisers, rather than relying solely on desk-based communications. Yaccarino has also organized office events to boost employee morale.
However, Musk’s ongoing unpopular changes to the platform may undermine Yaccarino’s efforts. Recently, he announced that unverified users will only be able to view a limited number of tweets per day, prompting some users to migrate to alternative platforms. This has disrupted Twitter’s user base and forced users to seek out other options such as Bluesky, a platform backed by Twitter cofounder Jack Dorsey.
The implementation of these rate limits raises concerns about the future of Twitter, and critics argue that Musk’s actions may hinder Yaccarino’s attempts to improve the company’s performance. The decline in US ad sales has already posed challenges, with an internal presentation revealing a 59% decrease compared to the previous year. Yaccarino’s focus on personal interactions with advertisers and efforts to boost morale among staff may not be sufficient to counteract the negative impact of Musk’s controversial decisions.
Elon Musk’s Twitter rate limits have sparked debate among experts, who believe that they could potentially damage the company’s prospects for improvement under CEO Linda Yaccarino. The effectiveness of Yaccarino’s efforts to attract advertisers and increase profitability may be compromised by Musk’s unpopular platform changes. The decline in ad sales and increasing user migration to alternative platforms raise concerns about Twitter’s future. Despite Yaccarino’s initiatives to engage with advertisers personally and boost morale among employees, the negative impact of Musk’s decisions may overshadow her efforts. The situation remains uncertain and the future of the company hangs in the balance.
