As she tries to win back advertisers, the new Twitter CEO has pledged to turn it into “the most accurate source of real-time news in the world”.
Linda Yaccarino is a veteran executive in the advertising industry who joined the company this week. She was tasked to repair its relationship with brands that have been alienated by Elon Musk’s volatility since the $44 billion acquisition of the platform last autumn.
Musk, 51 years old, has stated that he will not give up total control. He will instead focus on product development and technology for Twitter. Last month, Musk said that Yaccarino’s main focus would be “business operations”.
Yaccarino, in a letter to employees for the first-time, outlined plans for “Twitter 1.0” – an ambitious plan for overhauling and expanding the social network.
She wrote, “Have you ever had a conversation with someone who was particularly insightful? You should be able to express yourself freely,” in a memo as well as a series tweets. “We should all.”
Yaccarino added that Twitter, under its new management “is on mission to become a global village for communication and the most accurate source of real-time news in the world.” “That’s no empty promise. “That’s OUR Reality.”
Musk made drastic cuts during his first months as CEO of the San Francisco business. He laid off over 6,000 workers, leaving a workforce of around 1,500. Musk said that this decision was vital to the survival of the company.
Yaccarino, in a letter to the remaining staff, wrote: “We now have the chance to work across the aisles, to create new partnerships, to celebrate new voices, and to build something that will change the world. We are all responsible for the success of Twitter 2.0. We must think big. We must transform. “We need to work together.”
Musk claims that Twitter is now on sustainable ground, but media reports question this. According to an internal report obtained by The New York Times, ad revenue dropped 59 percent in the five weeks leading up to the first week of may.
Musk’s efforts to diversify and expand Twitter’s premium service , as well as his attempts to build out Twitter’s premium blue service , have failed so far.
Yaccarino left NBCUniversal abruptly last month, to join Musk on Twitter. She was chairwoman of global partnerships and advertising at NBCUniversal where she worked for nearly 12 years.