Elon Musk’s Impact on the Evolution of Twitter: Transformation and Controversy

Elon Musk’s acquisition of Twitter, now rebranded as “X,” has sparked significant transformations within the platform. As the CEO of Tesla and SpaceX, Musk finalized the $44 billion purchase in October 2022, bringing with it a wave of controversy and change.

Verification Up for Sale: One notable change is the introduction of a subscription service known as “X Blue.” This service allows anyone to acquire the coveted blue verification badge, previously reserved for verified accounts, for as low as $8 per month, without the need for identity verification. Moreover, Musk has implemented a grey badge system for governmental organizations and a golden checkmark for verified organizations. These subscription-based badges come at a cost, approximately $1,000 per month, with an additional fee of $50 for each associated account.

Radical Workforce Reduction: Almost immediately after acquiring Twitter, Musk made his intentions clear by initiating a significant reduction in the workforce. Approximately half of Twitter’s 8,000 employees were laid off, including teams responsible for managing information technology and combatting hate speech and fake news. This move has left many employees and observers in a state of uncertainty regarding the platform’s future direction.

Combatting Misinformation: Musk places a strong emphasis on tackling misinformation within the “X” platform. He champions the concept of “citizen journalism” and encourages users to employ “Community Notes,” a feature that allows users to flag and report misleading or false information. While this approach aims to improve content accuracy, it has also faced challenges, such as delays in processing these notes.

Advertising Revenue and User Engagement: One of the major shifts in Twitter’s monetization strategy under Musk is a shift from relying on advertising revenue to subscription-based income. Non-subscribing users now have limitations on the number of daily posts they can view. These adjustments in the platform’s revenue model have led to a decline in engagement and have affected both advertisers and users.

Uncertain Future: The sweeping changes brought by Musk’s ownership have created uncertainty about Twitter’s future. Although alternative platforms like “Threads” and “Blue Sky,” which is reminiscent of the old Twitter design, have emerged, none have gained substantial traction. As the Twitter landscape continues to evolve, it remains to be seen how these changes will impact the social media ecosystem and its users.

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