Employees and advertisers continue to tell Elon Musk about the dangers of the changes he is making on the Twitter platform, but he does not listen, so chaos has become the most prominent title of his management style so far, and many have begun to wonder about the future of the platform.
Last Friday, Twitter suspended new registrations for its revamped $8-per-month Twitter Blue verification service, which it launched earlier this week, after a full day of chaos and scams across the platform.
Twitter Blue was launched as a paid subscription that offers a blue verification mark and access to certain features but does not include identity verification. The policy of giving anyone a blue verification badge on their account has caused accounts to impersonate celebrities, government officials, and companies as well. The resulting chaos has led to advertisers pulling out and a general feeling that the platform will soon collapse.
The company also did not make any announcement about the return of the service and what its new terms will be because it no longer has a team to communicate with advertising media after the mass layoffs conducted by Musk, but Musk responded to a Twitter user’s question on Saturday that subscriptions will resume “maybe this weekend.” “.
Musk announced today via a tweet that the date for the re-launch of Twitter Blue will be November 29th.
Musk Ignored Internal Warnings About Twitter Blue:
Days before the launch of the account verification service on November 9, the company’s trust and safety team prepared a seven-page list of recommendations intended to help Musk avoid the most obvious and damaging consequences of his plans for the service. The document, obtained by Platformer, predicted with frightening accuracy some of the following events:
- Overzealous scammers may be willing to pay to take advantage of the authentication to achieve their ends, and this presents a risk to the platform.
- Impersonation of leaders, government officials, celebrities, and corporations is a risk on the platform.
- Deleting authentication tags from older verified accounts can cause confusion and loss of trust among high-profile users.
When this document was distributed within the company on November 1, Musk had in mind a $19.99 monthly subscription; Then, later, after a discussion with author Stephen King via tweets, he dropped the cost to $8.
But this move increased the risk of fraud, as the desire to mock brands and government officials became a motive for subscribing to the $8 service.
All the predictions of the Trust and Safety team actually happened. The moment users got the blue verification mark on their accounts with the value of $8, some of them changed their personal accounts to pretend to be large companies and public figures, and some of them impersonated Musk himself.
A user claiming to be (Eli Lilly) – a global American drug company – posted a tweet saying that insulin is now free. It took Twitter about 6 hours to delete the tweet, and this affected the company’s shares.
Others, on behalf of companies such as Coca-Cola and Nintendo, have published inappropriate images, meanwhile; Twitter turned on a new gray authentication tag for accounts paying for the new service to distinguish them from verified accounts that previously obtained the authentication tag, and then pulled it as well.
Esther Crawford, Director of Product Management, announced in a tweet on November 9; Accounts that have blue verification marks and are verified will receive an official designation to identify accounts at launch.
However, this rating is not available for purchase, and not all previously verified accounts will receive it, but only government accounts, businesses, business partners, major media, publishers, and some public figures.
The team identified several other risks for which Twitter’s current management has yet to identify any solutions, such as: How will the platform handle accounts that already have a verified blue flag if they decide not to sign up for the revamped Twitter Blue service?
In addition, the team presented some features that would make the service more secure and easier to use, most of which management did not approve of. mask.
The sources said Musk had seen the document, as well as his attorney Alex Spiro, and while Crawford seemed sympathetic to many of the concerns contained in the document, the sources said she refused to implement any suggestions that would delay the launch of Twitter Blue. The plan to launch the service has continued as it is, despite the warnings!
Dismissal of employees contracted with Twitter:
In addition to all of that; The policy of layoffs continued, and after one week of laying off up to half of the employees in the company, Musk launched a massive second wave of mass layoffs, but this time targeting contract workers with the company.
Sources say that Musk fired 4,400 contract employees out of 5,500, or up to 80% of contractors, without notice, and that these layoffs will have a significant impact on the content moderation department and the basic infrastructure services that keep the site running.
Complete Twitter codebase freeze:
Last Monday morning, Musk summoned Twitter engineers to an emergency meeting, where he issued an order to prevent any changes in Twitter products, that is, to freeze the code, and engineers can commit to writing code without publishing it across the platform network.
These freezes are generally intended to reduce the chances of something glitching or crashing into Twitter’s systems, but this time engineers were told they couldn’t write any code until further notice, according to an internal email obtained by Platformer.
But exceptions will be made if there is an urgent change required to resolve a problem with the site, and as stated in the email, employees must obtain direct and express approval from the company’s vice president, and there are cases where Musk himself must explicitly say that this change can happen.
This happened after Musk spoke on Sunday about the quality of Twitter’s code, and apologized for how slow Twitter was in many countries, some engineers argued with him publicly on Twitter that what he was saying was incorrect, and at the end of the day, he publicly fired an engineer via a tweet.
Another engineer commented, “As the former CTO of Twitter’s home infrastructure, I can say with confidence that this guy has no idea what he’s talking about.”
So far, no one knows for sure why Musk ordered the Twitter codebase to be frozen, but some speculate that he has concerns about vandalism from employees angry at their firings.
Because of that; Several experts have warned of the possibility of a massive outage for Twitter, and are encouraging users to download their data while it’s still available.
Based on what happened with the company (Eli Lilly) on the day of the launch of the Twitter Blue service, from one of the accounts impersonating it and publishing a tweet about insulin, the company has temporarily stopped all its advertising campaigns on Twitter, this step is likely to cost Twitter millions of dollars in revenue, according to The Washington Post.
This company is one of the many large companies that have stopped their advertising campaigns on Twitter in recent days, as companies such as Volkswagen, General Motors, Pfizer, and Audi have temporarily stopped their advertising campaigns on the platform, and advised large advertising companies such as the subsidiary (Mediabrands). IPG and Omnicom Media Group encourage their clients to do the same.
The final result:
Large platforms usually introduce major changes slowly, testing them on small segments of users to see how they will react because they can never be sure how millions of users will behave.
But Musk took a different approach, even threatening employees to roll out the service, as he reportedly told engineers to roll out the new subscription plan within a week or they would be fired. Then he ordered a freeze on the platform’s codebase, all amid an unprecedented withdrawal of advertisers from a platform whose most revenue is from ads.
Everything that has happened so far on Twitter indicates that mood and chaos are the titles of Elon Musk’s decisions after his acquisition of the company, and there is no doubt that this indicates a collapse, as experts expect.