From managing under Elon Musk to bringing back advertisers, here are some of the challenges Linda Yaccarino faces
reported last month that the numbers were even more dismal than Musk has said publicly, and that Twitter is operating with only 10% of the staff it had before his October takeover.
Whether Yaccarino will be able to staff up again remains uncertain, especially given that the company is not yet breaking even. “Twitter as an organization is not positioned to hire new people. What you read in the media is that it can’t even pay the bills it has now. How is it going to hire new people?” says Uzzi.Experts say that, as Twitter deals with its growing pains, competing services might try to move in while the company is struggling.
“Rival companies smell blood in the water,” Uzzi says. “They’re going to be pushing hard to try to gain success while Twitter’s been weakened.” Twitter has also become less relevant, Enberg says. “Even before Musk, Twitter’s cultural relevance was declining. Its user base is already tiny compared to Facebook, Instagram and TikTok and smaller now that Musk has taken over,” Enberg adds.In recent months, Enberg says that Musk has made decisions that suggest he might be angling Twitter towards a new life as a broader media company. Hiring Yaccarino, who has a background in streaming and TV could help him to achieve this.
Enberg adds that Yaccarino and Musk might be most successful if they both focus on their respective strengths. “In this partnership, if [Musk] can now focus on what he does best, which is product development… and empower Yaccarino to handle the business side of things, I do think this could be a really fruitful relationship and a win for Twitter, which is something that it hasn’t had in a long time.
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