Elon Musk names Linda Yaccarino as Twitter CEO

Elon Musk announced on Friday the appointment of Linda Yaccarinountil now head of publicity for the group NBCUniversalas the new executive director of Twittersix months after buying the social network of which, however, it will retain control.

“I am delighted to welcome Linda Yaccarino as the new CEO of Twitter!” Musk said on his platform, where he has the most followed account.

“She will focus primarily on the business, while I will focus on product design and new technologies,” he tweeted.

The majority shareholder of Twitter He had already announced on Thursday that he had hired a woman to lead the company, specifying that he would become “CEO of the board of directors and chief technology officer, overseeing product, software and systems operations.”

Earlier on Friday, NBCUniversal released a statement indicating that Yaccarino had resigned from his position.

During the 12 years of service in this affiliate of the cable operator ComcastYaccarino helped unify the group’s media outlets into a single advertising platform in order to simplify the offer to advertisers.

Likewise, it worked on improving advertising effectiveness indicators.

With a career of more than 30 years in television advertising, he must now bring his experience, as well as a wide network of contacts, to the social network of the blue bird, at a time when Twitter suffers a loss of advertisers.

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“Crazy Enough”

A few weeks ago, Yaccarino interviewed Musk at a marketing conference in Miami. “The people in this room represent your path to profitability, but many are skeptical,” she told him, pointing to the audience of advertisers.

“What?!” Musk joked. “He doesn’t know. The guy works in space. He hasn’t heard what’s going on here,” she continued.

Since Musk took over Twitter in late October, many advertisers have left the network, wary of the new owner’s unpredictable management and amid uncertainty over content moderation.

The tycoon fired more than two-thirds of the workforce, allowed the return of controversial personalities who had been expelled from the platform, and revised the account authentication system.

Musk, also head of Telsa and of SpaceX, took a poll in December asking Twitter users if he should resign. 57% of the more than 17 million respondents voted in favour.

After some evasions, including claiming the result was influenced by an army of automated accounts, Musk finally tweeted that he would leave when he had “found someone crazy enough” to succeed him.

“Yaccarino is exactly what Twitter needs to win back advertisers’ trust and bring back big brands. She will also bring back the professionalism that was lost under Musk,” Jasmine Enberg told AFP.

But this Insider Intelligence analyst stresses that the task will not be easy, especially in terms of content moderation, a more complicated issue online than on television channels, where what is said is more “predictable.”

“Lunatic and unpredictable”

“His ability to turn things around in Twitter it will depend heavily on Musk and the power he bestows on him. The two have a good relationship, but he is lunatic and unpredictable,” said the analyst.

“The person hired to run Twitter deserves our sympathy and pity,” said independent analyst Rob Enderle. “It’s not going to be easy to fix a company that has been so damaged by its boss.”

The billionaire changed the name of the company to “X Corp” last month. He regularly talks about his project to make Twitter a multifaceted application, with financial services, like WeChat in China.

“I’m looking forward to working with Linda to transform this platform into X, the multipurpose app,” Musk tweeted on Friday.

Twitter will earn less than $3 billion in 2023, almost a third less than in 2022, according to Insider Intelligence.

At the end of March, the billionaire estimated the value of Twitter at $20 billion, well below the $44 billion he paid to buy the company, according to an internal document seen by several US media.

But “it looks like we’ll break even in the second quarter” of 2023, he tweeted.

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