![]() ![]() In 2018, Donald Trump appointed Yaccarino to serve on his Council on Sports Fitness and Nutrition for two years. Others have also questioned Yaccarino’s political leanings. ![]() On Thursday, however, Musk said that the platform’s “commitment to open source transparency and accepting a wide range of viewpoints remains unchanged.” Some focused on Yaccarino’s affliation with the World Economic Forum, an organization that Musk has previously criticized - suggesting that this could signal movement away from Musk’s “2.0 values” for Twitter. There was more of that on Friday, but from some of Musk’s most boisterous supporters. Musk’s policy changes have led to divisions among users, some who have left the platform. Industry insiders describe Yaccarino as a marketer’s leader with key advertising expertise, but if she’s to succeed on the business side, she’ll need Musk’s buy-in on the product side. Regaining advertisers’ trust will require stabilizing Twitter and ensuring that key product decisions are made thoughtfully and deliberately and not, as Musk has often been known to do, on the spur of the moment, inspired by a fan’s tweet or a passing thought. But his naked cash grab is part of a sea change we should all take seriously. It’s tempting to write off Elon Musk’s bad business decisions, such as trying to charge Twitter users for blue checks. Technology and the Internet Column: Elon Musk broke what made Twitter great. It’s been some of these changes - along with Musk’s own penchant for spreading misinformation and engaging with prominent conspiracy theorists and far-right figures - that analysts say soured many advertisers on the platform. He’s upended the platform’s verification system and has scaled back safeguards against the spread of misinformation. He began his first day firing the company’s top executives, followed by roughly 80% of its staff, which has meant that Twitter has far fewer engineers to ensure that the site is running smoothly and far fewer content moderators to help rid it of hate speech, animal cruelty and graphic violence. Musk’s tenure at Twitter’s helm has been chaotic. Proulx added that advertising is not the only challenge that Twitter’s new CEO will face - after all, Musk has “fundamentally altered” Twitter both as a product and a community, arguably “for the worse.” “Even though there’s skepticism and all marketers live in the ‘show me’ state right now with regard to Twitter, if in fact she does go to Twitter this is a powerfully reassuring move.” “If anyone can translate the Musk vision into advantages for marketers, she’ll be able to do it,” DiMassimo said. Prior to her time with NBC, Yaccarino worked at global entertainment company Turner for almost two decades. Yaccarino has worked at NBCUniversal for nearly 12 years - with her team generating more than $100 billion in ad sales since 2011, her company bio notes.Īccording to LinkedIn, Yaccarino previously served as NBC’s chair for advertising and client partnerships and as president of cable entertainment and digital advertising sales. Mark DiMassimo, founder and creative chief of ad agency DiGo, said Yaccarino successfully integrated and digitized ad sales at Comcast and NBC - and that her track record of cross-selling ads across different platforms could appeal to Musk as he tries to transform Twitter from a social media company to a bigger media platform. General Mills Inc., said it’s pausing ads on Twitter, joining Pfizer Inc., Audi and other brands rethinking their presence on the platform now that Elon Musk has taken over. Business Twitter advertiser pause widens as General Mills taps the brakes ![]()
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