“How Elon Musk Destroyed Twitter,” a book that analyzes the chaotic leadership that turned the social network into “hell”
“On the morning of April 14, 2022, we—Kate Conger and Ryan Macjournalists from The New York Times– We were awakened by a four-word tweet: the incredible but inevitable culmination of two stories we’ve followed for a decade as reporters in Silicon Valley: “I made an offer. We dive into coverage of the monumental story. Silicon Valley’s most powerful entrepreneur was buying one of its most famous companies. How would this end?”
This paragraph is part of the introduction to the book Character Limit: How Elon Musk Destroyed Twitter exhaustive and critical analysis of the acquisition Twitternow he was calling xon the side Elon Musk. The authors, journalists Conger and Mac, present a portrait that reveals the complexities and contradictions of the South African billionaire, comparing him to the villain of the novels James Bond for his extravagant wealth and controversial behavior.
The text deals in detail with the acquisition of the platform 44 billion dollarsa decision which, according to journalists, was noted impulsiveness Musk. You are required by law to proceed with the purchase after performing a inflated offer, Musk has been critical of the social network’s advertising model since its inception, leading to a significant loss of revenue and a wave of layoffs. This situation affected the company’s ability to reform itself and created an uncertain work environment.
The text also details how Musk, despite his rhetoric “freedom of speech”lacked a clear plan for the social network and focused on changing its economic model towards a paid verification system, which proved counterproductive. The entrepreneur’s erratic management was reflected in his constant complaints about his inability to evaluate the real situation of the company and his obsession with becoming the most watched user of his own platform.
“Musk’s decision to buy Twitter seemed like an impulsive decision. He envisioned Twitter as a knot of technical problems that a brilliant engineering mind like his could easily untangle, allowing free speech to grow in the digital public square. But deep down, Social and political dilemmas plagued Twitternot just technological. Their leaders have constantly confronted questions about what people should be allowed to say, and have made enemies of governments, activists, celebrities and even their own employees,” the authors write.
The problems facing Twitter have not been simple. They have been debated all over the internet since their inception and may not have definitive answers. “It’s no coincidence that Twitter’s most loyal users referred to the platform as ‘hell’, a corner of the internet where something – or someone – was always burning. “People were coming out of sessions and checking their timeline, feeling angry, frustrated, disgusted… and yet they couldn’t wait to reconnect.”
“Society needed a leader with a deep understanding of psychology, politics and history, and the complicated ways people connect instantly and constantly online. Instead, he got someone whose bid for the company — $54.20 a share — included a marijuana joke.
Musk, known for his successes in projects such as SpaceX and teslais shown as a figure with megalomaniacal traits and unpredictable attitude for business. X’s transition to a more hostile and less moderate environment did not surprise the authors, who suggest that Musk deliberately sought to create a “harder and more cynical” network. This change affected not only the image of the social network, but also its value, as it alienated advertisers and influential users.
Conger and Mac reveal how Musk stepped up mass layoff process which left the company without much of its most experienced staff, making the situation even worse. Despite the drop in revenue and growing unrest on the social network, the entrepreneur maintained an active presence on the platform and continued to post frequently, convinced of his mission “save America and the world from the ‘conscious mind virus’.
“The chaotic nature of the platform and the consequences of its actions would reveal its limitations. The more he tried to impose his will on Twitter, the more it got out of hand and his obsession deepened. Cracks began to appear in the abilities of a businessman who was considered by many to be one of humanity’s most successful business leaders,” the journalists added. New York Times.
The book also highlights the relationship between Musk and the former president Donald Trumpdrawing a parallel between the two in their use of popularity as a justification for controversial decisions that ultimately focus on personal gain. Musk’s obsession with his public image and constant search for recognition has led him to actions as extreme as forsake superbowl after seeing that one of his tweets had less interaction than the president’s Joe Biden.
The paper ends with a pessimistic view of X’s future under Musk’s leadership, suggesting that the platform has become a smaller enterprise, but in cesspool deeper in terms of content and social climate.
As the journalists describe: “The story of Musk’s conquest is not over. It could still end in a bang, a whisper, or an unlikely success. What is already evident is that Musk destroyed the platform. What you own is no longer Twitter, not just in name, but in substance or spirit. The people who built it with idealism disappeared at a time when the utopian promises of Silicon Valley seemed much easier to believe and the culture of debate, equality and idealism faded. What this means for a world where the media faces constant existential danger and democracy itself is at risk remains to be seen. But the first signs are not encouraging.”