ReportWire

Tag: Advertising and marketing industry

  • BuzzFeed cuts 12% of staff citing worsening econ conditions

    BuzzFeed cuts 12% of staff citing worsening econ conditions

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    NEW YORK — Digital media company BuzzFeed is cutting 12% of its workforce, citing worsening economic conditions.

    The New York company, which made the announcement in a regulatory filing on Tuesday, did not disclose how many workers it was letting go. According to the data firm FactSet, BuzzFeed has 1,522 employees, which would mean roughly 180 of them would be laid off.

    Advertisers, on which BuzzFeed relies, have broadly pulled back spending to address rising costs. Spending on advertising is typically among the most elastic items in a company’s budget and is often the first place to see cuts.

    “In order for BuzzFeed to weather an economic downturn that I believe will extend well into 2023, we must adapt, invest in our strategy to serve our audience best, and readjust our cost structure,” Jonah Peretti, co-founder and CEO, wrote in a letter to staff.

    Social media and other companies who rely on digital advertising have also recently announced layoffs, including Facebook parent Meta, Twitter, Snap and Gannett.

    In addition to economic conditions BuzzFeed on Tuesday cited redundancies in its workforce related to the integration of Complex Networks, a youth entertainment company, which it acquired last year from Verizon and Hearst for $300 million.

    The job cuts are expected to be completed by the end of the first quarter of 2023, BuzzFeed said, and expects charges related to the job cuts of between $8 million and $12 million. Those would be booked in the fourth quarter of this year.

    Shares of BuzzFeed fell more than 4% in midday trading, to $1.09 each. They traded close to $10 less than two years ago, when the company went public via a merger with a special purpose acquisition company (SPAC).

    BuzzFeed, founded by Peretti in 2006 and initially known for listicles and online quizzes, has established itself as a serious contender in the news business, winning a Pulitzer last year for international reporting. Its other brands include Tasty, the world’s largest social food network.

    It has been buying up competitors, including HuffPost, the media outlet founded in 2005 as The Huffington Post, from Verizon Media in 2020.

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  • George Lois, icon of ads and magazine covers, dead at 91

    George Lois, icon of ads and magazine covers, dead at 91

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    NEW YORK — George Lois, the hard-selling, charismatic advertising man and designer who fashioned some of the most daring magazine images of the 1960s and popularized such catchphrases and brand names as “I Want My MTV” and “Lean Cuisine,” has died. He was 91.

    Lois’ son, the photographer Luke Lois, said he died “peacefully” Friday at his home in Manhattan.

    Nicknamed the “Golden Greek” and later (to his displeasure) an “Original Mad Man,” George Lois was among a wave of advertisers who launched the “Creative Revolution” that jolted Madison Avenue and the world beyond in the late 1950s and ’60s. He was boastful and provocative, willing and able to offend, and was a master of finding just the right image or words to capture a moment or create a demand.

    His Esquire magazine covers, from Muhammad Ali posing as the martyr Saint Sebastian to Andy Warhol sinking in a sea of Campbell’s tomato soup, defined the hyper spirit of the ’60s as much as Norman Rockwell’s idealized drawings for the Saturday Evening Post summoned an earlier era. As an ad man, he devised breakthrough strategies for Xerox and Stouffer’s and helped an emerging music video channel in the 1980s by suggesting ads featuring Mick Jagger and other rock stars demanding, with mock-petulance, “I Want My MTV!”

    Lois boiled it down to what he called the “Big Idea,” crystallizing “the unique virtues of a product and searing it into people’s minds.” He was inducted into numerous advertising and visual arts halls of fame, and in 2008 his Esquire work was added to the permanent collection of the Museum of Modern Art. Martin Scorsese, Tina Brown and Graydon Carter were among his admirers.

    His legacy was vast, although the actual dimensions are disputed. His claims to developing the 1960s “I Want My Maypo” breakfast ads and to inspiring the creation of New York magazine have been widely contradicted. Some former Esquire colleagues would allege that he exaggerated his role at the expense of other contributors, such as Carl Fischer, who photographed many of the magazine’s famous covers. But his overpowering energy and confidence were well recorded.

    In her memoir “Basic Black,” former USA Today publisher Cathie Black recalled bringing in Lois in the early 1980s to propose a new advertising approach for a publication that struggled at first over how to identify itself. Lois’ idea was to champion USA Today’s dual appeal as a newspaper and magazine, proposing the slogan, “A lot of people are saying USA Today is neither fish nor fowl. They’re right!” Before a gathering of the publication’s, including founder Al Neuharth, Lois gave an Oscar-worthy performance, Black wrote, “bounding in like a 6-foot-3 teenager hopped up on Red Bull.”

    “He flung his jacket to the floor, tore off his tie, then flashed one prototype ad after another, prancing around the room and keeping up a running monologue sprinkled with jokes and profanity. It was epic, almost scary. I was thrilled. When he was finished, the room sat absolutely silent.” All eyes turned to Neuharth, who sat “absolutely still, his expression hidden behind his dark aviator glasses.” Neuharth paused, removed his glasses and smiled. “We’ve got it,” he said.

    Lois’ longtime wife, Rosemary Lewandowski Lois, died in September. A son, Harry Joseph Lois, died in 1978.

    Lois, the son of Greek immigrants, was born in New York City in 1931 and would cite the racism of his Irish neighborhood for his drive “to awaken, to disturb, to protest.” He liked to say that a successful advertiser absorbed as many influences as possible, and he prided himself on his knowledge of everything from sports to ballet. He was a compulsive drawer and for much of his life made weekly visits to the Metropolitan Museum of Art.

    He enrolled in Pratt Institute, soon met his future wife and eloped with her before either had graduated. After serving in the Army during the Korean War, he joined the advertising and promotion department of CBS and in 1960 helped found the advertising agency Papert Koenig Lois. Two years later he was recruited by Esquire editor Harold Hayes and remained until 1972, the same year Hayes left.

    Esquire was a prime venue for the so-called New Journalism of the 1960s, nonfiction stories with a literary approach, and the magazine would publish such celebrated pieces as Gay Talese’s portrait of Frank Sinatra and Tom Wolfe’s “The Last American Hero Is Junior Johnson. Yes!” But to read the words, you had to buy the magazine, and Lois’ covers launched countless conversations.

    For a cover story on “The New American Woman,” he featured a naked model folded into a garbage can. A notorious 1970 cover showed a grinning Lt. William Calley, the serviceman later found guilty of murdering unarmed civilians in the My Lai Massacre, with his arms around a pair of Vietnamese children, two other kids behind him.

    In the mid-1970s, Lois was among the public figures who led efforts to free the boxer Rubin “Hurricane” Carter from prison. Carter’s conviction for murder was later overturned, and he was released in 1985. Lois also wrote several books and was featured in the 2014 documentary about Esquire, “Smiling Through the Apocalypse.”

    Interest in Lois was renewed through the popularity of the AMC series “Mad Men,” but he was not flattered, writing in his book “Damn Good Advice” that the show was “nothing more than a soap opera set in a glamorous office where stylish fools hump their appreciative, coiffured secretaries, suck up martinis, and smoke themselves to death as they produce dumb, lifeless advertising.”

    “Besides,” he added, “when I was in my 30s I was better looking than Don Draper.”

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  • Cesspool or civility? Elon Musk’s Twitter at a crossroads

    Cesspool or civility? Elon Musk’s Twitter at a crossroads

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    The discourse was never all that civil on Twitter. The loudest voices have often drowned out softer, more nuanced takes. After all, it’s much easier to rage-tweet at a perceived enemy than to seek common ground, whether the argument is about transgender kids or baseball.

    In the chaos that has enveloped Twitter the platform — and Twitter the company — since Elon Musk took over, it has become clear this isn’t changing anytime soon. In fact, it’s likely to get much worse before it gets better — if it gets better at all.

    Musk, with his band of tech industry loyalists, arrived at Twitter just over a week ago ready to tear down the blue bird’s nest and rebuild it in his vision with breakneck speed. He quickly fired top executives and the board of directors, installed himself as the company’s sole director (for now) and declared himself “Chief Twit,” then “Twitter Complaint Hotline Operator” on his bio.

    On Friday, he began mass layoffs at the San Francisco-based company, letting go about half of its workers via email to return it to staffing levels not seen since 2014.

    All the while, he’s continued to tweet a mix of crude memes, half-jokes, SpaceX rocket launches and maybe-maybe not plans for Twitter that he seems to be workshopping on the site in real time. After floating the idea of charging users $20 a month for the “blue check” and some extra features, for instance, he appeared to quickly scale it back in a Twitter exchange with author Stephen King, who posted, “If that gets instituted, I’m gone like Enron.”

    “We need to pay the bills somehow! Twitter cannot rely entirely on advertisers. How about $8?” Musk replied. On Saturday, the company announced a subscription service for $7.99 monthly that allows anyone on Twitter to pay a fee for the check mark “just like the celebrities, companies and politicians you already follow” as well as some premium features — not yet available — like getting their tweets boosted above those coming from accounts without the blue check.

    The billionaire Tesla CEO also has repeatedly engaged with right-wing figures appealing for looser restrictions on hate and misinformation. He received congratulations from Dimitry Medvedev, Russian President Vladimir Putin’s top associate, and tweeted — then deleted — a baseless conspiracy theory about House Speaker Nancy Pelosi’s husband, who was attacked in his home.

    More than three dozen advocacy organizations wrote an open letter to Twitter’s top 20 advertisers, calling on them to commit to halting advertising on the platform if Twitter under Musk undermines “brand safety” and guts content moderation.

    “Not only are extremists celebrating Musk’s takeover of Twitter, they are seeing it as a new opportunity to post the most abusive, harassing, and racist language and imagery. This includes clear threats of violence against people with whom they disagree,” the letter said.

    One of Musk’s first moves was to fire the woman in charge of trust and safety at the platform, Vijaya Gadde. But he has kept on Yoel Roth, Twitter’s head of safety and integrity, and has taken steps to reassure users and advertisers that the site won’t turn into a “free-for-all hellscape” that some fear it might.

    On Friday, he tweeted that “Twitter’s strong commitment to content moderation remains absolutely unchanged. In fact, we have actually seen hateful speech at times this week decline (asterisk)below(asterisk) our prior norms, contrary to what you may read in the press.” A growing number of advertisers are nevertheless pausing spending on Twitter while they reassess how Musk’s changes might increase objectionable material on the platform.

    Musk also met with some civil rights leaders “about how Twitter will continue to combat hate & harassment & enforce its election integrity policies,” according to a tweet he sent Nov. 1.

    But representatives of the LGBTQ community were notably absent from the meeting, even though its members are far more likely to be victims of violent crime than those outside of such communities. Twitter did not respond to a message for comment on whether Musk plans to meet with LGBTQ groups.

    The mercurial billionaire has said he won’t make major decisions about content or restoring banned accounts — such as that of former President Donald Trump — before setting up a “content moderation council” with diverse viewpoints. The council, he later added, will include “the civil rights community and groups who face hate-fueled violence.” But experts have pointed out that Twitter already has a trust and safety advisory council to address moderation questions.

    “Truly I can’t imagine how it would differ,” said Danielle Citron, a University of Virginia law professor who sits on the council and has been working with Twitter since its infancy in 2009 to tackle online harms, such as threats and stalking. “Our council has the full spectrum of views on free speech.”

    Some amount of chaos is expected after a corporate takeover, as are layoffs and firings. But Musk’s murky plans for Twitter — especially its content moderation, misinformation and hate speech policies — are raising alarms about where one of the world’s most high-profile information ecosystems is headed. All that seems certain is that for now, at least, as Elon Musk goes, so goes Twitter.

    “I hope that responsibility and maturity will win the day,” said Eddie Perez, a former Twitter civic integrity team leader who left the company before Musk took over. “It’s one thing to be a billionaire troll on Twitter and to try to get laughs with memes and to yuk it up. You are now the owner of Twitter and there’s a new level of responsibility.”

    For now, though, the memes appear to be winning. This concerns experts like Perez, who worry Musk is moving too fast without listening to people who have been working to improve civility on the platform and instead using his own insular experience as one of the platform’s most popular users with millions of fawning fans who hail his every move.

    “You have a single billionaire that is controlling something as influential as a social media platform like Twitter. And you have entire nation states (whose) political goals are inimical to our own, and they are trying to create chaos and they are directly courting favor” with Musk, Perez said.

    “There’s just no world in which all of that is normal,” he added. “That should absolutely concern us.”

    Twitter didn’t start out as a cesspool. And even now there are pockets of funny, weird, nerdy subgroups on the platform that remain somewhat insulated from the messy and confrontational place it can appear to be if one follows too many hotheaded agitators. But as with Facebook, Twitter’s rise also coincided with growing polarization and a measurable decline in online civility in the United States and beyond.

    “The big understanding that occurred between 2008 and 2012 is that the way to get traction, the way to get attention on any social media, Twitter included, was to use incendiary language — to challenge the basic humanity of the opposition,” said Lee Rainie, director of internet and technology research at the Pew Research Center.

    Things continued to devolve as the 2016 U.S. presidential election approached and passed, and the new president cemented his reputation as one of Twitter’s most incendiary users. After it was revealed that Russia used social media platforms to try to influence elections in the U.S. and other countries, the platforms themselves became central figures in the political debate.

    “Do they have too much power? Do their content moderation policies privilege one side or another?” Rainie said. “The companies themselves found themselves in the thick of the most intense arguments in the culture. And so that’s the environment that Elon Musk is entering now.”

    And beyond the bluster and the outsized personality, Musk’s own description of his new job — “Twitter Complaint Hotline Operator” — may turn out to be his biggest challenge yet.

    ———

    AP Technology Writer Frank Bajak contributed to this story.

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  • Cesspool or civility? Elon Musk’s Twitter at a crossroads

    Cesspool or civility? Elon Musk’s Twitter at a crossroads

    [ad_1]

    The discourse was never all that civil on Twitter. The loudest voices have often drowned out softer, more nuanced takes. After all, it’s much easier to rage-tweet at a perceived enemy than to seek common ground, whether the argument is about transgender kids or baseball.

    In the chaos that has enveloped Twitter the platform — and Twitter the company — since Elon Musk took over, it has become clear this isn’t changing anytime soon. In fact, it’s likely to get much worse before it gets better — if it gets better at all.

    Musk, with his band of tech industry loyalists, arrived at Twitter just over a week ago ready to tear down the blue bird’s nest and rebuild it in his vision with breakneck speed. He quickly fired top executives and the board of directors, installed himself as the company’s sole director (for now) and declared himself “Chief Twit,” then “Twitter Complaint Hotline Operator” on his bio.

    On Friday, he began mass layoffs at the San Francisco-based company, letting go about half of of its workers via email to return it to staffing levels not seen since 2014.

    All the while, he’s continued to tweet a mix of crude memes, half-jokes, SpaceX rocket launches and maybe-maybe not plans for Twitter that he seems to be workshopping on the site in real time. After floating the idea of charging users $20 a month for the “blue check” and some extra features, for instance, he appeared to quickly scale it back in a Twitter exchange with author Stephen King, who posted, “If that gets instituted, I’m gone like Enron.”

    “We need to pay the bills somehow! Twitter cannot rely entirely on advertisers. How about $8?” Musk replied. On Saturday, the company announced a subscription service for $7.99 monthly that allows anyone on Twitter to pay a fee for the check mark “just like the celebrities, companies and politicians you already follow” as well as some premium features — not yet available — like getting their tweets boosted above those coming from accounts without the blue check.

    The billionaire Tesla CEO also has repeatedly engaged with right-wing figures appealing for looser restrictions on hate and misinformation, received congratulations from Dimitry Medvedev, Russian President Vladimir Putin’s top associate and tweeted — then deleted — a baseless conspiracy theory about House Speaker Nancy Pelosi’s husband, who was attacked in his home.

    More than three dozen advocacy organizations wrote an open letter to Twitter’s top 20 advertisers, calling on them to commit to halting advertising on the platform if Twitter under Musk undermines “brand safety” and guts content moderation.

    “Not only are extremists celebrating Musk’s takeover of Twitter, they are seeing it as a new opportunity to post the most abusive, harassing, and racist language and imagery. This includes clear threats of violence against people with whom they disagree,” the letter said.

    One of Musk’s first moves was to fire the woman in charge of trust and safety at the platform, Vijaya Gadde. But he has kept on Yoel Roth, Twitter’s head of safety and integrity, and has taken steps to reassure users and advertisers that the site won’t turn into a “free-for-all hellscape” that some fear it might.

    On Friday, he tweeted that “Twitter’s strong commitment to content moderation remains absolutely unchanged. In fact, we have actually seen hateful speech at times this week decline (asterisk)below(asterisk) our prior norms, contrary to what you may read in the press.” A growing number of advertisers are nevertheless pausing spending on Twitter while they reassess how Musk’s changes might increase objectionable material on the platform.

    Musk also met with some civil rights leaders “about how Twitter will continue to combat hate & harassment & enforce its election integrity policies,” according to a tweet he sent Nov. 1.

    But representatives of the LGBTQ community were notably absent from the meeting, even though its members are far more likely to be victims of violent crime than those outside of such communities. Twitter did not respond to a message for comment on whether Musk plans to meet with LGBTQ groups.

    The mercurial billionaire has said he won’t make major decisions about content or restoring banned accounts — such as that of former President Donald Trump — before setting up a “content moderation council” with diverse viewpoints. The council, he later added, will include “the civil rights community and groups who face hate-fueled violence.” But experts have pointed out that Twitter already has a trust and safety advisory council to address moderation questions.

    “Truly I can’t imagine how it would differ,” said Danielle Citron, a University of Virginia law professor who sits on the council and has been working with Twitter since its infancy in 2009 to tackle online harms, such as threats and stalking. “Our council has the full spectrum of views on free speech.”

    Some amount of chaos is expected after a corporate takeover, as are layoffs and firings. But Musk’s murky plans for Twitter — especially its content moderation, misinformation and hate speech policies — are raising alarms about where one of the world’s most high-profile information ecosystems is headed. All that seems certain is that for now, at least, as Elon Musk goes, so goes Twitter.

    “I hope that responsibility and maturity will win the day,” said Eddie Perez, a former Twitter civic integrity team leader who left the company before Musk took over. “It’s one thing to be a billionaire troll on Twitter and to try to get laughs with memes and to yuk it up. You are now the owner of Twitter and there’s a new level of responsibility.”

    For now, though, the memes appear to be winning. This concerns experts like Perez, who worry Musk is moving too fast without listening to people who have been working to improve civility on the platform and instead using his own insular experience as one of the platform’s most popular users with millions of fawning fans who hail his every move.

    “You have a single billionaire that is controlling something as influential as a social media platform like Twitter. And you have entire nation states (whose) political goals are inimical to our own, and they are trying to create chaos and they are directly courting favor” with Musk, Perez said.

    “There’s just no world in which all of that is normal,” he added. “That should absolutely concern us.”

    Twitter didn’t start out as a cesspool. And even now there are pockets of funny, weird, nerdy subgroups on the platform that remain somewhat insulated from the messy and confrontational place it can appear to be if one follows too many hotheaded agitators. But as with Facebook, Twitter’s rise also coincided with growing polarization and a measurable decline in online civility in the United States and beyond.

    “The big understanding that occurred between 2008 and 2012 is that the way to get traction, the way to get attention on any social media, Twitter included, was to use incendiary language — to challenge the basic humanity of the opposition,” said Lee Rainie, director of internet and technology research at the Pew Research Center.

    Things continued to devolve as the 2016 U.S. presidential election approached and passed, and the new president cemented his reputation as one of Twitter’s most incendiary users. After it was revealed that Russia used social media platforms to try to influence elections in the U.S. and other countries, the platforms found themselves became central figures in the political debate.

    “Do they have too much power? Do their content moderation policies privilege one side or another?” Rainie said. “The companies themselves found themselves in the thick of the most intense arguments in the culture. And so that’s the environment that Elon Musk is entering now.”

    And beyond the bluster and the outsized personality, Musk’s own description of his new job — “Twitter Complaint Hotline Operator” — may turn out to be his biggest challenge yet.

    ———

    AP Technology Writer Frank Bajak contributed to this story.

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  • Cesspool or civility? Elon Musk’s Twitter at a crossroads

    Cesspool or civility? Elon Musk’s Twitter at a crossroads

    [ad_1]

    The discourse was never all that civil on Twitter. The loudest voices have often drowned out softer, more nuanced takes. After all, it’s much easier to rage-tweet at a perceived enemy than to seek common ground, whether the argument is about transgender kids or baseball.

    In the chaos that has enveloped Twitter the platform — and Twitter the company — since Elon Musk took over, it has become clear this isn’t changing anytime soon. In fact, it’s likely to get much worse before it gets better — if it gets better at all.

    Musk, with his band of tech industry loyalists, arrived at Twitter just over a week ago ready to tear down the blue bird’s nest and rebuild it in his vision with breakneck speed. He quickly fired top executives and the board of directors, installed himself as the company’s sole director (for now) and declared himself “Chief Twit,” then “Twitter Complaint Hotline Operator” on his bio.

    On Friday, he began mass layoffs at the San Francisco-based company, letting go about half of of its workers via email to return it to staffing levels not seen since 2014.

    All the while, he’s continued to tweet a mix of crude memes, half-jokes, SpaceX rocket launches and maybe-maybe not plans for Twitter that he seems to be workshopping on the site in real time. After floating the idea of charging users $20 a month for the “blue check” and some extra features, for instance, he appeared to quickly scale it back in a Twitter exchange with author Stephen King, who posted, “If that gets instituted, I’m gone like Enron.”

    “We need to pay the bills somehow! Twitter cannot rely entirely on advertisers. How about $8?” Musk replied. On Saturday, the company announced a subscription service for $7.99 monthly that allows anyone on Twitter to pay a fee for the check mark “just like the celebrities, companies and politicians you already follow” as well as some premium features — not yet available — like getting their tweets boosted above those coming from accounts without the blue check.

    The billionaire Tesla CEO also has repeatedly engaged with right-wing figures appealing for looser restrictions on hate and misinformation, received congratulations from Dimitry Medvedev, Russian President Vladimir Putin’s top associate and tweeted — then deleted — a baseless conspiracy theory about House Speaker Nancy Pelosi’s husband, who was attacked in his home.

    More than three dozen advocacy organizations wrote an open letter to Twitter’s top 20 advertisers, calling on them to commit to halting advertising on the platform if Twitter under Musk undermines “brand safety” and guts content moderation.

    “Not only are extremists celebrating Musk’s takeover of Twitter, they are seeing it as a new opportunity to post the most abusive, harassing, and racist language and imagery. This includes clear threats of violence against people with whom they disagree,” the letter said.

    One of Musk’s first moves was to fire the woman in charge of trust and safety at the platform, Vijaya Gadde. But he has kept on Yoel Roth, Twitter’s head of safety and integrity, and has taken steps to reassure users and advertisers that the site won’t turn into a “free-for-all hellscape” that some fear it might.

    On Friday, he tweeted that “Twitter’s strong commitment to content moderation remains absolutely unchanged. In fact, we have actually seen hateful speech at times this week decline (asterisk)below(asterisk) our prior norms, contrary to what you may read in the press.” A growing number of advertisers are nevertheless pausing spending on Twitter while they reassess how Musk’s changes might increase objectionable material on the platform.

    Musk also met with some civil rights leaders “about how Twitter will continue to combat hate & harassment & enforce its election integrity policies,” according to a tweet he sent Nov. 1.

    But representatives of the LGBTQ community were notably absent from the meeting, even though its members are far more likely to be victims of violent crime than those outside of such communities. Twitter did not respond to a message for comment on whether Musk plans to meet with LGBTQ groups.

    The mercurial billionaire has said he won’t make major decisions about content or restoring banned accounts — such as that of former President Donald Trump — before setting up a “content moderation council” with diverse viewpoints. The council, he later added, will include “the civil rights community and groups who face hate-fueled violence.” But experts have pointed out that Twitter already has a trust and safety advisory council to address moderation questions.

    “Truly I can’t imagine how it would differ,” said Danielle Citron, a University of Virginia law professor who sits on the council and has been working with Twitter since its infancy in 2009 to tackle online harms, such as threats and stalking. “Our council has the full spectrum of views on free speech.”

    Some amount of chaos is expected after a corporate takeover, as are layoffs and firings. But Musk’s murky plans for Twitter — especially its content moderation, misinformation and hate speech policies — are raising alarms about where one of the world’s most high-profile information ecosystems is headed. All that seems certain is that for now, at least, as Elon Musk goes, so goes Twitter.

    “I hope that responsibility and maturity will win the day,” said Eddie Perez, a former Twitter civic integrity team leader who left the company before Musk took over. “It’s one thing to be a billionaire troll on Twitter and to try to get laughs with memes and to yuk it up. You are now the owner of Twitter and there’s a new level of responsibility.”

    For now, though, the memes appear to be winning. This concerns experts like Perez, who worry Musk is moving too fast without listening to people who have been working to improve civility on the platform and instead using his own insular experience as one of the platform’s most popular users with millions of fawning fans who hail his every move.

    “You have a single billionaire that is controlling something as influential as a social media platform like Twitter. And you have entire nation states (whose) political goals are inimical to our own, and they are trying to create chaos and they are directly courting favor” with Musk, Perez said.

    “There’s just no world in which all of that is normal,” he added. “That should absolutely concern us.”

    Twitter didn’t start out as a cesspool. And even now there are pockets of funny, weird, nerdy subgroups on the platform that remain somewhat insulated from the messy and confrontational place it can appear to be if one follows too many hotheaded agitators. But as with Facebook, Twitter’s rise also coincided with growing polarization and a measurable decline in online civility in the United States and beyond.

    “The big understanding that occurred between 2008 and 2012 is that the way to get traction, the way to get attention on any social media, Twitter included, was to use incendiary language — to challenge the basic humanity of the opposition,” said Lee Rainie, director of internet and technology research at the Pew Research Center.

    Things continued to devolve as the 2016 U.S. presidential election approached and passed, and the new president cemented his reputation as one of Twitter’s most incendiary users. After it was revealed that Russia used social media platforms to try to influence elections in the U.S. and other countries, the platforms found themselves became central figures in the political debate.

    “Do they have too much power? Do their content moderation policies privilege one side or another?” Rainie said. “The companies themselves found themselves in the thick of the most intense arguments in the culture. And so that’s the environment that Elon Musk is entering now.”

    And beyond the bluster and the outsized personality, Musk’s own description of his new job — “Twitter Complaint Hotline Operator” — may turn out to be his biggest challenge yet.

    ———

    AP Technology Writer Frank Bajak contributed to this story.

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  • Twitter slashes its staff as Musk era takes hold on platform

    Twitter slashes its staff as Musk era takes hold on platform

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    Twitter began widespread layoffs Friday as new owner Elon Musk overhauls the company, raising grave concerns about chaos enveloping the social media platform and its ability to fight disinformation just days ahead of the U.S. midterm elections.

    The speed and size of the cuts also opened Musk and Twitter to lawsuits. At least one was filed alleging Twitter violated federal law by not providing fired employees the required notice.

    The San Francisco-based company told workers by email Thursday that they would learn Friday if they had been laid off. About half of the company’s staff of 7,500 was let go, Yoel Roth, Twitter’s head of safety & integrity, confirmed in a tweet.

    Musk tweeted late Friday that there was no choice but to cut the jobs “when the company is losing over $4M/day.” He did not provide details on the daily losses at the company and said employees who lost their jobs were offered three months’ pay as a severance.

    No other social media platform comes close to Twitter as a place where public agencies and other vital service providers — election boards, police departments, utilities, schools and news outlets — keep people reliably informed. Many fear Musk’s layoffs will gut it and render it lawless.

    Roth said the company’s front-line moderation staff was the group the least impacted by the job cuts.

    He added that Twitter’s “efforts on election integrity — including harmful misinformation that can suppress the vote and combatting state-backed information operations — remain a top priority.”

    Musk, meanwhile, tweeted that “Twitter’s strong commitment to content moderation remains absolutely unchanged.”

    But a Twitter employee who spoke with The Associated Press Friday said it will be a lot harder to get that work done starting next week after losing so many colleagues.

    “This will impact our ability to provide support for elections, definitely,” said the employee who spoke on the condition of anonymity out of concerns for job security.

    The employee said there’s no “concrete sense of direction” except for what Musk says publicly on Twitter.

    “I follow his tweets and they affect how we prioritize our work,” said the employee. “It’s a very healthy indicator of what to prioritize.”

    Several employees who tweeted about losing their jobs said Twitter eliminated their entire teams, including one focused on human rights and global conflicts, another checking Twitter’s algorithms for bias in how tweets get amplified, and an engineering team devoted to making the social platform more accessible for people with disabilities.

    Eddie Perez, a Twitter civic integrity team manager who quit in September, said he fears the layoffs so close to the midterms could allow disinformation to “spread like wildfire” during the post-election vote-counting period in particular.

    “I have a hard time believing that it doesn’t have a material impact on their ability to manage the amount of disinformation out there,” he said, adding that there simply may not be enough employees to beat it back.

    President Joe Biden, at a campaign event in Illinois Friday night, said: “Now what are we all worried about? Elon Musk, who goes out and buys an outfit that sends and spews lies all across the world. … How do we expect kids to be able to understand what is at stake?”

    Twitter’s employees have been expecting layoffs since Musk took the helm. He fired top executives, including CEO Parag Agrawal, and removed the company’s board of directors on his first day as owner.

    As the emailed notices went out, many Twitter employees took to the platform to express support for each other — often simply tweeting blue heart emojis to signify its blue bird logo — and salute emojis in replies to each other.

    A Twitter manager said many employees found out they had been laid off when they could no longer log into the company’s systems. The manager said the way the layoffs were conducted showed a “lack of care and thoughtfulness.” The manager, who spoke to the AP on the condition of anonymity out of concerns for job security, said managers were not given any notice about who would be getting laid off.

    “For me as a manager, it’s been excruciating because I had to find out about what my team was going to look like through tweets and through texting and calling people,” the employee said. “That’s a really hard way to care for your people. And managers at Twitter care a lot about their people.”

    A coalition of civil rights groups escalated their calls Friday for brands to pause advertising buys on the platform. The layoffs are particularly dangerous ahead of the elections, the groups warned, and for transgender users and other groups facing violence inspired by hate speech that proliferates online.

    In a tweet Friday, Musk blamed activists for what he described as a “massive drop in revenue” since he took over Twitter late last week.

    Insider Intelligence analyst Jasmine Enberg said there is “little Musk can say to appease advertisers when he’s keeping the company in a constant state of uncertainty and turmoil, and appears indifferent to Twitter employees and the law.”

    “Musk needs advertisers more than they need him,” she said. “Pulling ads from Twitter is a quick and painless decision for most brands.”

    A lawsuit was filed Thursday in federal court in San Francisco on behalf of one employee who was laid off and three others who were locked out of their work accounts. It alleges Twitter violated the law by not providing the required notice.

    The Worker Adjustment and Retraining Notification statute requires employers with at least 100 workers to disclose layoffs involving 500 or more employees, regardless of whether a company is publicly traded or privately held, as Twitter is now.

    The layoffs affected Twitter’s offices around the world. In the United Kingdom, it would be required by law to give employees notice, said Emma Bartlett, a partner specializing in employment and partnership law at CM Murray LLP.

    The speed of the layoffs could also open Musk and Twitter up to discrimination claims if it turns out, for instance, that they disproportionally affected women, people of color or older workers.

    ———

    AP Business Writers Mae Anderson, Alexandra Olson and Ken Sweet in New York, James Pollard in Columbia, S.C., Frank Bajak in Boston and Danica Kirka in London contributed to this story.

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  • General Mills, Audi pause Twitter ads, will evaluate site

    General Mills, Audi pause Twitter ads, will evaluate site

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    NEW YORK — General Mills and Audi are the latest big advertisers to pause ads on Twitter as questions swirl about how the social media platform will operate under new owner Elon Musk.

    Spokesperson Kelsey Roemhildt on Thursday confirmed the move by the Minneapolis-based maker of food brands such as Cheerios and Annie’s macaroni and cheese.

    “As always, we will continue to monitor this new direction and evaluate our marketing spend,” she said.

    Audi spokesperson Whaewon Choi-Wiles said the German automaker is pausing ads and “will continue to evaluate the situation.”

    Advertisers are concerned about whether content moderation will remain as stringent under Musk — a self-described “free speech absolutist” — as it has been, and whether staying on Twitter might tarnish their brands.

    Shortly before taking over the San Francisco company last week, Musk issued a vow to advertisers that he would not allow Twitter to become a “free-for-all hellscape,” an indication there would still be consequences for violators of its rules against harassment, violence, or election and COVID-related misinformation.

    But since then some users have posted racial slurs and recirculated long-debunked conspiracy theories in an apparent attempt to see if the site’s policies were still being enforced. The NAACP said this week it has expressed to Musk its concerns about “the dangerous, life-threatening hate and conspiracies that have proliferated on Twitter” under his watch.

    Last week, General Motors announced that it had temporarily paused its Twitter advertising while it works to “understand the direction of the platform.” GM described the pause as a normal step it takes when a media platform undergoes significant change.

    IPG Mediabrands sent a recommendation to clients on Monday that they pause advertising on Twitter for a week until more clarity emerges about brand safety on the site, according a person who had seen the recommendation.

    Other big Twitter advertisers like Warner Discovery, Coca-Cola and Nestle did not respond to requests for comment about their advertising plans.

    Some could evaluate their plans after Twitter’s new “content moderation council” meets. Musk has said he will not reinstate any accounts or make major content decisions before it is convened. No date has been announced for that meeting.

    About 90% of Twitter’s revenue comes from advertisers but it’s far from the biggest platform that advertisers turn to for digital marketing. Google, Amazon and Meta account for about 75% of digital ads, with all other platforms combined making up the other 25%.

    Twitter will account for 0.9% of worldwide digital ad spending in 2022, according to projections by Insider Intelligence. Meta will account for 21.4% in 2022.

    Twitter has lost most of its top executives in the past week, including the one in charge of advertising sales.

    Sarah Personette, the site’s chief customer officer, tweeted earlier this week that she resigned on Friday from Twitter and her work access was officially cut off Monday night. Days earlier, she said she had a “great discussion” with Musk and expressed optimism about the company’s future. In announcing her resignation Tuesday, she said she still believes Twitter’s new administration understands the importance of upholding the “brand safety” standards she sought to champion.

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  • Musk takes over Twitter and faces social media crash course

    Musk takes over Twitter and faces social media crash course

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    Twitter’s newly minted owner, the self-described “free speech absolutist” Elon Musk, is about to get a crash course on global content moderation.

    Among his first moves after completing his $44 billion takeover Thursday was to fire the social media platform’s top executives, including the woman in charge of trust and safety at the platform, Vijaya Gadde.

    He also posted a conciliatory note to wary advertisers, assuring them he won’t allow Twitter to devolve into a “free-for-all hellscape.”

    The problem is, not even the world’s richest man can have it both ways.

    Lightly moderated “free speech” sites such as Gab and Parler serve as cautionary tales of what can happen when the guardrails are lowered. These small, niche sites are popular with conservatives and libertarians fed up with what they see as censorship of their viewpoints on mainstream platforms like Facebook. They are also full of Nazi imagery, racist slurs and other extreme content, including calls to violence.

    Some conservative personalities jumped on Twitter Friday after Musk’s takeover to recirculate long-debunked conspiracy theories in an apparent attempt to see if the site’s policies on misinformation were still being enforced.

    Advertisers don’t want to promote their products next to disturbing, racist and hateful posts — and most people don’t want to spend time on chaotic online spaces where they are barraged by racist and sexist trolls.

    On Friday, GM announced it would be pausing advertising on Twitter while it figures out the direction of the platform under Musk. But Lou Paskalis, former head of media for Bank of America, said Twitter’s most loyal advertisers, many Fortune 100 companies, believe in the platform and probably won’t leave unless “some really untoward things” happen.

    But it’s not just ads and jokes that are at stake.

    Eddie Perez, a former Twitter civic integrity team leader, said Musk seems to consider Twitter a digital public square where everyone has equal voice. It’s a “quaint idea of the modern-day version of the town square,” Perez said.

    But that’s not how the major social media platforms work. They have instead become powerful tools of asymmetric warfare, and many of their users don’t realize they are being manipulated with disinformation by nation states and bad domestic actors — many with significant resources.

    “The danger here is that in the name of ‘free speech,’ Musk will turn back the clock and make Twitter into a more potent engine of hatred, divisiveness, and misinformation about elections, public health policy, and international affairs,” said Paul Barrett, deputy director of the NYU Stern Center for Business and Human Rights.

    Though he’d been expected to reinstate banned accounts — ranging from conspiracy theorist Alex Jones to Rep. Marjorie Taylor Greene — Musk said on Friday that no decisions on content or reinstatements will be made until a “content moderation council” is put in place. The council, he wrote, would have “diverse viewpoints,” but he gave no further details.

    Musk may be starting from scratch, but Twitter has spent years building up its content moderation system, which is still far from perfect. As such, experts have expressed grave concern’s about Musk’s efforts — after all, the Tesla CEO has little experience navigating the temperamental and geopolitical world of social media, even if he is a constant and wildly popular user of the site he just bought.

    “I am most concerned about Musk’s decision to summarily fire Vijaya Gadde, Twitter’s head of legal policy, trust, and safety — a senior executive who was trying, however imperfectly, to keep the platform from spreading even more harmful content than it does,” Barrett said.

    Many are looking to see if he will welcome back a number of influential conservative figures banned for violating Twitter’s rules — speculation that is only heightened by upcoming elections in Brazil, the U.S. and elsewhere.

    “I will be digging in more today,” Musk tweeted early Friday, in response to a conservative political podcaster who has complained that the platform favors liberals and secretively downgrades conservative voices.

    Former President Donald Trump, an avid tweeter before he was banned, said Friday he was “very happy that Twitter is now in sane hands” but promoted his own social media site, Truth Social, that he launched after being blocked from the more widely used platform.

    Trump was banned two days after the Jan. 6 attacks for a pair of tweets that the company said continued to cast doubts on the legitimacy of the presidential election and raised risks for the presidential inauguration that Trump said he would not be attending.

    Another task for Musk: delivering on his promise to clean up the fake profiles, or “spam bots” that have preoccupied him and bedeviled Twitter since long before he expressed interest in acquiring it.

    The bot count matters because advertisers — Twitter’s chief revenue source — want to know roughly how many real humans they are reaching when they buy ads. It’s also important in the effort to stop bad actors from amassing an army of accounts to amplify misinformation or harass political adversaries.

    ———

    Associated Press writers Frank Bajak, Jill Colvin and Mae Anderson contributed to this story. Follow AP’s coverage of Elon Musk: https://apnews.com/hub/elon-musk

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  • Musk now gets chance to defeat Twitter’s many fake accounts

    Musk now gets chance to defeat Twitter’s many fake accounts

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    Twitter’s unending fight against spam accounts is now a problem for new owner Elon Musk, who pledged in April to defeat the bot scourge or “die trying!”

    He later cited bots as a reason to back out of buying the social platform. Now that the billionaire has completed the deal, he’s faced with the task of delivering on his promise to clean up the fake profiles that have preoccupied him and bedeviled Twitter since long before he expressed interest in acquiring it.

    The challenge carries high stakes. The bot count matters because advertisers — Twitter’s chief revenue source — want to know roughly how many real humans they are reaching when they buy ads. It’s also important in the effort to stop bad actors from amassing an army of accounts to amplify misinformation or harass political adversaries.

    “The bigger picture in my mind is: How do we make Twitter a better place for everybody,” said bot-counting expert Emilio Ferrara, who worked over the summer to investigate the problem for Musk. He cited the “value of the platform as a societal experience, as a collective place to have civilized discourse and talk freely without interference from nefarious accounts,” or scams, spam, pornography and harassment.

    To find out just how bad the bots are, Musk hired Ferrara and other data scientists to investigate. At the time, he sought to prove that Twitter was misleading the public when it said fewer than 5% of its daily active users are fake or spam accounts. If Twitter lied or withheld crucial information about the bot count, Musk could argue that he was justified in terminating the $44 billion agreement.

    Ferrara, an associate professor of computer science and communications at the University of Southern California, said he had no real interest in whether Musk ultimately ended up owning the platform.

    Instead, he hoped that “any findings would be able to help improve the platform,” Ferrara told The Associated Press, speaking for the first time about his planned role as Musk’s expert trial witness.

    The question now is what Musk will do with that information. Ferrara’s presentation — some 350 pages of analysis and supporting documents — is locked up in confidential court filings, and he said he can’t disclose his conclusions.

    Twitter’s former leaders and its lawyers said Musk wildly exaggerated the problem because he had buyer’s remorse. Precise counts are “almost impossible” because any bot estimate is based on assumptions that can lead to bias, said Filippo Menczer, a researcher who was not working for either side in the dispute.

    “Nobody knows exactly how bad the problem is,” said Menczer, director of Indiana University’s Observatory on Social Media. “I would guess it’s not as bad as Musk said and not as good as Twitter claimed.”

    Many experts also doubt Musk’s ability to easily make improvements, which he’s suggested would rely on using algorithms to track and remove fake accounts and implementing new measures to “authenticate” real people.

    Earlier this month, Ferrara was preparing to travel to the East Coast to testify in Delaware, where Musk was defending against Twitter’s lawsuit asking a court to force him to close the deal. But two weeks before the scheduled Oct. 17 trial, Musk changed his mind and said he would go ahead with the $44 billion acquisition. It closed Thursday.

    Most legal experts didn’t think Musk had much of a case. The court’s head judge seemed likely to side with Twitter based on the specific terms and conditions of the April purchase agreement.

    But that’s not to say Musk didn’t have a point about the bots, according to Ferrara and other researchers hired by Musk’s legal team.

    The analysis firm CounterAction, which worked with Ferrara, said it concluded in a July 18 report submitted to the court that Twitter’s spam rate for monetizable accounts — those of value to advertisers — was at least 10% and could be as high as 14.2%, depending on how the rate is measured.

    Trevor Davis, the firm’s founder and CEO, said that analysis was based on a “firehose” of internal data that Twitter gave to Musk, but the company declined to provide additional data sought by Musk’s team.

    “We expect that access to the withheld data would reveal an even higher true spam rate,” Davis said in a prepared statement.

    Musk has long been preoccupied with Twitter spambots promoting cryptocurrency schemes, in part because as a celebrity user with more than 110 million followers, he sees a lot of them. Some scammers have opened accounts mimicking Musk’s name and likeness to try to get people to think he’s endorsing something.

    Not all bots are bad. Twitter encourages the use of automated accounts that report the weather, earthquakes or post humor or lines from literary classics. Twitter also allows for anonymity, which protects free speech and privacy — especially in authoritarian regions. But that practice can make it harder to root out malicious fake accounts.

    Ferrara first caught Twitter’s attention in the aftermath of revelations that Russia used social media to meddle in the U.S. presidential election in 2016, when he led a research group that estimated that 9% to 15% of Twitter’s active English-language accounts were bots.

    In a blog post soon after, Twitter complained that such outside research “is often inaccurate and methodologically flawed.” The company has repeatedly reported the under-5% number in its quarterly filings to the Securities and Exchange Commission, though it also cautions that it could be higher.

    Before Musk’s takeover, Twitter said it removed 1 million spam accounts each day. To calculate how many accounts are malicious spam, Twitter reviews thousands of accounts sampled at random, using both public and private data such as IP addresses, phone numbers, geolocation and how the account behaves when it is active.

    But over the past months, Musk and Twitter have tussled over the methodology. Twitter uses a metric it calls mDAU, for monetizable daily active usage.

    That “is literally a metric they invented,” Ferrara said. “You cannot contrast and compare that metric with any other service.”

    When Musk first started publicly raising questions about the bot numbers after agreeing to buy the company, another firm, Israel-based Cyabra, said it had the answer.

    “That elusive number you are looking for … we have it. It’s 13.7%,” the firm tweeted on May 17, flagging Musk’s Twitter handle to get his attention.

    Cyabra’s machine-learning technology works by scanning a large number of social media profiles to track behavioral patterns, trying to pick out which are behaving like humans. Such guesswork can misfire — but the tweet caught the attention of people close to Musk, if not the billionaire himself.

    Cyabra CEO Dan Brahmy said the company started working with the Musk camp by the end of May. Regardless of what the true count is, he said it’s not going to be an easy problem to solve.

    “Some bots are definitely nefarious,” Brahmy said. “The trade-offs are between being extremely high on sign-up standards and information security versus being extremely open minded in a way” that fosters freedom of speech and creativity.

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  • Musk now gets chance to defeat Twitter’s many fake accounts

    Musk now gets chance to defeat Twitter’s many fake accounts

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    Twitter’s unending fight against spam accounts is now a problem for new owner Elon Musk, who pledged in April to defeat the bot scourge or “die trying!”

    He later cited bots as a reason to back out of buying the social platform. Now that the billionaire has completed the deal, he’s faced with the task of delivering on his promise to clean up the fake profiles that have preoccupied him and bedeviled Twitter since long before he expressed interest in acquiring it.

    The challenge carries high stakes. The bot count matters because advertisers — Twitter’s chief revenue source — want to know roughly how many real humans they are reaching when they buy ads. It’s also important in the effort to stop bad actors from amassing an army of accounts to amplify misinformation or harass political adversaries.

    “The bigger picture in my mind is: How do we make Twitter a better place for everybody,” said bot-counting expert Emilio Ferrara, who worked over the summer to investigate the problem for Musk. He cited the “value of the platform as a societal experience, as a collective place to have civilized discourse and talk freely without interference from nefarious accounts,” or scams, spam, pornography and harassment.

    To find out just how bad the bots are, Musk hired Ferrara and other data scientists to investigate. At the time, he sought to prove that Twitter was misleading the public when it said fewer than 5% of its daily active users are fake or spam accounts. If Twitter lied or withheld crucial information about the bot count, Musk could argue that he was justified in terminating the $44 billion agreement.

    Ferrara, an associate professor of computer science and communications at the University of Southern California, said he had no real interest in whether Musk ultimately ended up owning the platform.

    Instead, he hoped that “any findings would be able to help improve the platform,” Ferrara told The Associated Press, speaking for the first time about his planned role as Musk’s expert trial witness.

    The question now is what Musk will do with that information. Ferrara’s presentation — some 350 pages of analysis and supporting documents — is locked up in confidential court filings, and he said he can’t disclose his conclusions.

    Twitter’s former leaders and its lawyers said Musk wildly exaggerated the problem because he had buyer’s remorse.

    Other experts doubt Musk’s ability to make improvements, which he’s suggested would rely on using algorithms to track and remove fake accounts and implementing new measures to “authenticate” real people.

    Earlier this month, Ferrara was preparing to travel to the East Coast to testify in Delaware, where Musk was defending against Twitter’s lawsuit asking a court to force him to close the deal. But two weeks before the scheduled Oct. 17 trial, Musk changed his mind and said he would go ahead with the $44 billion acquisition. It closed Thursday.

    Most legal experts didn’t think Musk had much of a case. The court’s head judge seemed likely to side with Twitter based on the specific terms and conditions of the April purchase agreement.

    But that’s not to say Musk didn’t have a point about the bots, according to Ferrara and other researchers hired by Musk’s legal team.

    The analysis firm CounterAction, which worked with Ferrara, said it concluded in a July 18 report submitted to the court that Twitter’s spam rate for monetizable accounts — those of value to advertisers — was at least 10% and could be as high as 14.2%, depending on how the rate is measured.

    Trevor Davis, the firm’s founder and CEO, said that analysis was based on a “firehose” of internal data that Twitter gave to Musk, but the company declined to provide additional data sought by Musk’s team.

    “We expect that access to the withheld data would reveal an even higher true spam rate,” Davis said in a prepared statement.

    Musk has long been preoccupied with Twitter spambots promoting cryptocurrency schemes, in part because as a celebrity user with more than 110 million followers, he sees a lot of them. Some scammers have opened accounts mimicking Musk’s name and likeness to try to get people to think he’s endorsing something.

    Not all bots are bad. Twitter encourages the use of automated accounts that report the weather, earthquakes or post humor or lines from literary classics. Twitter also allows for anonymity, which protects free speech and privacy — especially in authoritarian regions. But that practice can make it harder to root out malicious fake accounts.

    Ferrara first caught Twitter’s attention in the aftermath of revelations that Russia used social media to meddle in the U.S. presidential election in 2016, when he led a research group that estimated that 9% to 15% of Twitter’s active English-language accounts were bots.

    In a blog post soon after, Twitter complained that such outside research “is often inaccurate and methodologically flawed.” The company has repeatedly reported the under-5% number in its quarterly filings to the Securities and Exchange Commission, though it also cautions that it could be higher.

    Before Musk’s takeover, Twitter said it removed 1 million spam accounts each day. To calculate how many accounts are malicious spam, Twitter reviews thousands of accounts sampled at random, using both public and private data such as IP addresses, phone numbers, geolocation and how the account behaves when it is active.

    But over the past months, Musk and Twitter have tussled over the methodology. Twitter uses a metric it calls mDAU, for monetizable daily active usage.

    That “is literally a metric they invented,” Ferrara said. “You cannot contrast and compare that metric with any other service.”

    When Musk first started publicly raising questions about the bot numbers after agreeing to buy the company, another firm, Israel-based Cyabra, said it had the answer.

    “That elusive number you are looking for … we have it. It’s 13.7%,” the firm tweeted on May 17, flagging Musk’s Twitter handle to get his attention.

    Cyabra’s machine-learning technology works by scanning a large number of social media profiles to track behavioral patterns, trying to pick out which are behaving like humans. Such guesswork can misfire — but the tweet caught the attention of people close to Musk, if not the billionaire himself.

    Cyabra CEO Dan Brahmy said the company started working with the Musk camp by the end of May. Regardless of what the true count is, he said it’s not going to be an easy problem to solve.

    “Some bots are definitely nefarious,” Brahmy said. “The trade-offs are between being extremely high on sign-up standards and information security versus being extremely open minded in a way” that fosters freedom of speech and creativity.

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  • Elon Musk takes over Twitter but where will he go from here?

    Elon Musk takes over Twitter but where will he go from here?

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    Elon Musk has taken control of Twitter after a protracted legal battle and months of uncertainty. The question now is what the billionaire Tesla CEO will actually do with the social media platform.

    The $44 billion takeover means Twitter is becoming a private company that everyday investors will no longer be able to buy shares in. The New York Stock Exchange suspended trading in the company’s stock on Friday, and the shares will be delisted on Nov. 8, according to a filing with securities regulators.

    Major personnel shakeups are widely expected — and Musk ousted three top Twitter executives on Thursday, according to two people familiar with the deal. But the tech guru and self-proclaimed “Chief Twit” has otherwise made contradictory statements about his vision for the company — and shared few concrete plans for how he will run it.

    That has left Twitter’s users, advertisers and employees to parse his every move in an effort to guess where he might take the company. Many are looking to see if he will welcome back a number of influential conservative figures banned for violating Twitter’s rules — speculation that is only heightened by upcoming elections in Brazil, the U.S. and elsewhere.

    “I will be digging in more today,” he tweeted early Friday, in response to a conservative political podcaster who has complained that the platform favors liberals and secretively downgrades conservative voices.

    Former President Donald Trump, an avid tweeter before he was banned, said Friday he was “very happy that Twitter is now in sane hands” but promoted his own social media site, Truth Social, that he launched after being blocked from the more widely used platform.

    Trump was banned two days after the Jan. 6 attacks for a pair of tweets that the company said continued to cast doubts on the legitimacy of the presidential election and raised risks for the presidential inauguration that Trump said he would not be attending.

    Trump has repeatedly said that he will not return to Twitter even if his account is reinstated, though some allies wonder if he’ll be able to resist as he moves closer to announcing another expected presidential campaign. His Twitter account remained suspended Friday.

    Meanwhile, conservative personalities on the site began recirculating long-debunked conspiracy theories, including about COVID-19 and the 2020 election, in a tongue-in-cheek attempt to “test” whether Twitter’s policies on misinformation were still being enforced.

    The mercurial Musk has not made it easy to anticipate him.

    He has criticized Twitter’s dependence on advertisers, but made a statement Thursday that seemed aimed at soothing their fears. He has complained about restrictions on speech on the platform — but then vowed he wouldn’t let it become a “hellscape.” And for months it wasn’t even clear if he wanted to control the company at all.

    After Musk signed a deal to acquire Twitter in April, he tried to back out of it, leading the company to sue him to force him to go through with the acquisition. A Delaware judge had ordered that the deal be finalized by Friday.

    Wedbush analyst Dan Ives estimated that Musk and his investors overpaid. Even Musk has said the $44 billion price tag for Twitter was too high but that the company had great potential.

    The payment “will go down as one of the most overpaid tech acquisitions in the history of M&A deals on the Street, in our opinion,” Ives wrote in a note to investors. “With fair value that we would peg at roughly $25 billion, Musk buying Twitter remains a major head scratcher that ultimately he could not get out of once the Delaware Courts got involved.”

    After months of uncertainty, a series of moves by Musk this week signaled that the deal would in fact go through.

    On Wednesday, he strolled into the company’s San Francisco headquarters carrying a porcelain sink and tweeted “Entering Twitter HQ — let that sink in!” Then on Thursday, he tweeted, “the bird is freed,” a reference to Twitter’s logo.

    That same day, the people familiar with the deal said Musk had fired CEO Parag Agrawal, CFO Ned Segal and Chief Legal Counsel Vijaya Gadde. Both people insisted on anonymity because of the sensitive nature of the deal. Segal confirmed his departure in a series of tweets Friday.

    At the same time, Musk sought to assuage advertisers — Twitter’s chief source of revenue — that he didn’t want the platform to become a “free-for-all hellscape.” His letter was an attempt to address concerns that his plans to promote free speech by cutting back on moderating content will open the floodgates to more online toxicity and drive away users.

    Musk has previously expressed distaste for advertising and Twitter’s dependence on it, suggesting more emphasis on other business models such as paid subscriptions that won’t allow big corporations to dictate policy on how social media operates. But on Thursday, he assured advertisers he wants Twitter to be “the most respected advertising platform in the world.”

    As concerns rise about the direction of Twitter’s content moderation, European Union Internal Market Commissioner Thierry Breton tweeted to Musk on Friday that “In Europe, the bird will fly by our rules.”

    Breton and Musk met in May and appeared in a video together in which Musk said he agreed with the 27-nation bloc’s strict new online regulations. Its Digital Services Act threatens big tech companies with billions in fines if they don’t police their platforms more strictly for illegal or harmful content such as hate speech and disinformation.

    Musk has also spent months deriding Twitter’s “spam bots” and making sometimes conflicting pronouncements about Twitter’s problems and how to fix them.

    Thursday’s note to advertisers shows a newfound emphasis on advertising revenue, especially a need for Twitter to provide more “relevant ads” — which typically means targeted ads that rely on collecting and analyzing users’ personal information.

    Musk is expected to speak to Twitter employees directly Friday, according to an internal memo cited in several media outlets, amid internal confusion and low morale tied to fears of layoffs or a dismantling of the company’s culture and operations.

    ———

    This story has been updated to correct the language in the tweet by Musk to “the bird is freed,” not “the bird has been freed.”

    ———

    Associated Press writer Jill Colvin contributed to this story from New York. Follow AP’s coverage of Elon Musk: https://apnews.com/hub/elon-musk

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  • AP sources: Musk in control of Twitter, ousts top executives

    AP sources: Musk in control of Twitter, ousts top executives

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    Elon Musk has taken control of Twitter and ousted the CEO, chief financial officer and the company’s top lawyer, two people familiar with the deal said Thursday night.

    The people wouldn’t say if all the paperwork for the deal, originally valued at $44 billion, had been signed or if the deal has closed. But they said Musk is in charge of the social media platform and has fired CEO Parag Agrawal, CFO Ned Segal and Chief Legal Counsel Vijaya Gadde. Neither person wanted to be identified because of the sensitive nature of the deal.

    A few hours later, Musk tweeted, “the bird has been freed,” a reference to Twitter’s logo.

    The departures came just hours before a deadline set by a Delaware judge to finalize the deal on Friday. She threatened to schedule a trial if no agreement was reached.

    Although they came quickly, the major personnel moves had been widely expected and almost certainly are the first of many major changes the mercurial Tesla CEO will make.

    Musk privately clashed with Agrawal in April, immediately before deciding to make a bid for the company, according to text messages later revealed in court filings.

    About the same time, he used Twitter to criticize Gadde, the company’s top lawyer. His tweets were followed by a wave of harassment of Gadde from other Twitter accounts. For Gadde, an 11-year Twitter employee who also heads public policy and safety, the harassment included racist and misogynistic attacks, in addition to calls for Musk to fire her. On Thursday, after she was fired, the harassing tweets lit up once again.

    Musk’s changes will be aimed at increasing Twitter’s subscriber base and revenue.

    In his first big move earlier on Thursday, Musk tried to soothe leery Twitter advertisers saying that he is buying the platform to help humanity and doesn’t want it to become a “free-for-all hellscape.”

    The message appeared to be aimed at addressing concerns among advertisers — Twitter’s chief source of revenue — that Musk’s plans to promote free speech by cutting back on moderating content will open the floodgates to more online toxicity and drive away users.

    “The reason I acquired Twitter is because it is important to the future of civilization to have a common digital town square, where a wide range of beliefs can be debated in a healthy manner, without resorting to violence,” Musk wrote in an uncharacteristically long message for the Tesla CEO, who typically projects his thoughts in one-line tweets.

    He continued: “There is currently great danger that social media will splinter into far right wing and far left wing echo chambers that generate more hate and divide our society.”

    Musk has previously expressed distaste for advertising and Twitter’s dependence on it, suggesting more emphasis on other business models such as paid subscriptions that won’t allow big corporations to dictate policy on how social media operates. But on Thursday, he assured advertisers he wants Twitter to be “the most respected advertising platform in the world.”

    The note is a shift from Musk’s position that Twitter is unfairly infringing on free speech rights by blocking misinformation or graphic content, said Pinar Yildirim, associate professor of marketing at the University of Pennsylvania’s Wharton School.

    But it’s also a realization that having no content moderation is bad for business, putting Twitter at risk of losing advertisers and subscribers, she said.

    “You do not want a place where consumers just simply are bombarded with things they do not want to hear about, and the platform takes no responsibility,” Yildirim said.

    Musk said Twitter should be “warm and welcoming to all” and enable users to choose the experience they want to have.

    Friday’s deadline to close the deal was ordered by the Delaware Chancery Court in early October. It is the latest step in a battle that began in April with Musk signing a deal to acquire Twitter, then tried to back out of it, leading Twitter to sue the Tesla CEO to force him to go through with the acquisition. If the two sides don’t meet Friday’s deadline, the next step could be a November trial that could lead to a judge forcing Musk to complete the deal.

    But Musk has been signaling that the deal is going through. He strolled into the company’s San Francisco headquarters Wednesday carrying a porcelain sink, changed his Twitter profile to “Chief Twit,” and tweeted “Entering Twitter HQ — let that sink in!”

    And overnight the New York Stock Exchange notified investors that it will suspend trading in shares of Twitter before the opening bell Friday in anticipation of the company going private under Musk.

    Musk is expected to speak to Twitter employees directly Friday if the deal is finalized, according to an internal memo cited in several media outlets. Despite internal confusion and low morale tied to fears of layoffs or a dismantling of the company’s culture and operations, Twitter leaders this week have at least outwardly welcomed Musk’s arrival and messaging.

    Top sales executive Sarah Personette, the company’s chief customer officer, said she had a “great discussion” with Musk on Wednesday and appeared to endorse his Thursday message to advertisers.

    “Our continued commitment to brand safety for advertisers remains unchanged,” Personette tweeted Thursday. “Looking forward to the future!”

    Musk’s apparent enthusiasm about visiting Twitter headquarters this week stood in sharp contrast to one of his earlier suggestions: The building should be turned into a homeless shelter because so few employees actually worked there.

    The Washington Post reported last week that Musk told prospective investors that he plans to cut three quarters of Twitter’s 7,500 workers when he becomes owner of the company. The newspaper cited documents and unnamed sources familiar with the deliberation.

    Musk has spent months deriding Twitter’s “spam bots” and making sometimes contradictory pronouncements about Twitter’s problems and how to fix them. But he has shared few concrete details about his plans for the social media platform.

    Thursday’s note to advertisers shows a newfound emphasis on advertising revenue, especially a need for Twitter to provide more “relevant ads” — which typically means targeted ads that rely on collecting and analyzing users’ personal information.

    Yildirim said that, unlike Facebook, Twitter has not been good at targeting advertising to what users want to see. Musk’s message suggests he wants to fix that, she said.

    Insider Intelligence principal analyst Jasmine Enberg said Musk has good reason to avoid a massive shakeup of Twitter’s ad business because Twitter’s revenues have taken a beating from the weakening economy, months of uncertainty surrounding Musk’s proposed takeover, changing consumer behaviors and the fact that “there’s no other revenue source waiting in the wings.”

    “Even slightly loosening content moderation on the platform is sure to spook advertisers, many of whom already find Twitter’s brand safety tools to be lacking compared with other social platforms,” Enberg said.

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  • Musk doesn’t seek a ‘free-for-all hellscape’ for Twitter

    Musk doesn’t seek a ‘free-for-all hellscape’ for Twitter

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    Elon Musk attempted to soothe leery Twitter advertisers Thursday, a day before a deadline to close out on his $44 billion acquisition of the social media platform, saying that he is buying the platform to help humanity and doesn’t want it to become a “free-for-all hellscape.”

    The message appears aimed at addressing concerns among advertisers — Twitter’s chief source of revenue — that Musk’s plans to promote free speech by cutting back on moderating content will open the floodgates to more online toxicity and drive away users.

    “The reason I acquired Twitter is because it is important to the future of civilization to have a common digital town square, where a wide range of beliefs can be debated in a healthy manner, without resorting to violence,” Musk wrote in an uncharacteristically long message for the Tesla CEO, who typically projects his thoughts in one-line tweets.

    He continued: “There is currently great danger that social media will splinter into far right wing and far left wing echo chambers that generate more hate and divide our society.”

    Musk has previously expressed distaste for advertising and Twitter’s dependence on it, suggesting more emphasis on other business models such as paid subscriptions that won’t allow big corporations to dictate policy on how social media operates. But on Thursday, he assured advertisers he wants Twitter to be “the most respected advertising platform in the world.”

    The note is a shift from Musk’s position that Twitter is unfairly infringing on free speech rights by blocking misinformation or graphic content, said Pinar Yildirim, associate professor of marketing at the University of Pennsylvania’s Wharton School.

    But it’s also a realization that having no content moderation is bad for business, putting Twitter at risk of losing advertisers and subscribers, she said.

    “You do not want a place where consumers just simply are bombarded with things they do not want to hear about, and the platform takes no responsibility,” Yildirim said.

    Musk said Twitter should be “warm and welcoming to all” and enable users to choose the experience they want to have.

    “I didn’t do it to make money,” he said of the pending acquisition. “I did it to try to help humanity, whom I love. And I do so with humility, recognizing that failure in pursuing this goal, despite our best efforts, is a very real possibility.”

    Friday’s deadline to close the deal was ordered by the Delaware Chancery Court in early October. It is the latest step in a battle that began in April with Musk signing a deal to acquire Twitter, then tried to back out of it, leading Twitter to sue the Tesla CEO to force him to go through with the acquisition. If the two sides don’t meet Friday’s deadline, the next step could be a November trial that could lead to a judge forcing Musk to complete the deal.

    But Musk has been signaling that the deal is going through. He strolled into the company’s San Francisco headquarters Wednesday carrying a porcelain sink, changed his Twitter profile to “Chief Twit,” and tweeted “Entering Twitter HQ — let that sink in!”

    And overnight the New York Stock Exchange notified investors that it will suspend trading in shares of Twitter before the opening bell Friday in anticipation of the company going private under Musk.

    Musk is expected to speak to Twitter employees directly Friday if the deal is finalized, according to an internal memo cited in several media outlets. Despite internal confusion and low morale tied to fears of layoffs or a dismantling of the company’s culture and operations, Twitter leaders this week have at least outwardly welcomed Musk’s arrival and messaging.

    Top sales executive Sarah Personette, the company’s chief customer officer, said she had a “great discussion” with Musk on Wednesday and appeared to endorse his Thursday message to advertisers.

    “Our continued commitment to brand safety for advertisers remains unchanged,” Personette tweeted Thursday. “Looking forward to the future!”

    Musk’s apparent enthusiasm about visiting Twitter headquarters this week stood in sharp contrast to one of his earlier suggestions: The building should be turned into a homeless shelter because so few employees actually worked there.

    The Washington Post reported last week that Musk told prospective investors that he plans to cut three quarters of Twitter’s 7,500 workers when he becomes owner of the company. The newspaper cited documents and unnamed sources familiar with the deliberation.

    Musk has spent months deriding Twitter’s “spam bots” and making sometimes contradictory pronouncements about Twitter’s problems and how to fix them. But he has shared few concrete details about his plans for the social media platform.

    Thursday’s note to advertisers shows a newfound emphasis on advertising revenue, especially a need for Twitter to provide more “relevant ads” — which typically means targeted ads that rely on collecting and analyzing users’ personal information.

    Yildirim said that, unlike Facebook, Twitter has not been good at targeting advertising to what users want to see. Musk’s message suggests he wants to fix that, she said.

    Insider Intelligence principal analyst Jasmine Enberg said Musk has good reason to avoid a massive shakeup of Twitter’s ad business because Twitter’s revenues have taken a beating from the weakening economy, months of uncertainty surrounding Musk’s proposed takeover, changing consumer behaviors and the fact that “there’s no other revenue source waiting in the wings.”

    “Even slightly loosening content moderation on the platform is sure to spook advertisers, many of whom already find Twitter’s brand safety tools to be lacking compared with other social platforms,” Enberg said.

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  • Google’s ad sales slow dramatically, eroding parent’s profit

    Google’s ad sales slow dramatically, eroding parent’s profit

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    SAN FRANCISCO — Summertime revenue growth at Google’s corporate parent slipped to its slowest pace since the pandemic jarred the economy more than two years ago, with advertisers clamping down on spending and bracing for a potential recession.

    Alphabet Inc., which owns an array of smaller technology companies in addition to Google, on Tuesday posted revenue of $69.1 billion for the July-September quarter, a 6% increase from the same time last year.

    It marked the first time Alphabet’s year-over-year quarterly revenue has risen by less than 10% since the April-June period of 2020. At that time, the advertisers that generate most of its revenue pulled in their reins because of the economic uncertainty during the pandemic’s early months.

    Google’s ad sales weakened even more dramatically than Alphabet’s overall revenue. Ad revenue totaled $54.5 billion, up just 2.5% from the same time last year. In another sign of more challenging times, YouTube’s quarterly ad sales decreased 2% from last year, the first time the video site’s revenue has regressed since Google began disclosing its results in 2019.

    The revenue slowdown also created a drag on Alphabet’s profits. The Mountain View, California, company earned $13.9 billion, $1.06 per share, a 27% drop from the same time last year. Both revenue and earnings per share fell below projections of analysts surveyed by FactSet.

    Alphabet’s shares declined nearly 7% in extended trading after the numbers came out. The stock price has plummeted by more than 30% this year, erasing about $600 billion in shareholder wealth.

    “Online ad spending is clearly slowing more than we thought,” said David Heger, an analyst for Edward Jones. “It looks like it is going to be tough sledding for the next few quarters.”

    Alphabet CEO Sundar Pichai described the conditions as “uncertain” and told analysts during a conference call, “it is a moment where you take the time to optimize the company to make sure we are set up for the next decade of growth ahead.”

    Google’s moneymaking machine, propelled by its dominant search engine, roared back as pandemic restrictions loosened last year and government stimulus juiced the economy, helping power Alphabet to a 41% increase in its revenue last year that lifted its stock price to new peaks.

    But the economy has been sputtering in recent months as central bankers steadily lift interest rates to combat the highest inflation rates in more than 40 years, a strategy that is threatening to plunge the economy into a recession. As it is, many households have already tightened their budgets and cut back on some discretionary items — a trend that has prompted advertisers to spend less marketing their products and services.

    “This disappointing quarter for Google signifies hard times ahead,” warned Insider Intelligence analyst Evelyn Mitchell.

    Alphabet has vowed to scale back its hiring, but didn’t show much restraint during the summer months. After adding 17,500 employees to its payroll during the first half of the year, the company’s workforce increased by another 11,765 people in the past quarter. Alphabet ended September with nearly 187,000 employees.

    Ruth Porat, Alphabet’s chief financial officer, predicted during the conference call that the company will hire fewer than 6,380 workers during the final three months of this year, a more measured approach that Pichai said would continue into next year.

    The cautious remarks came after Pichai told Alphabet employees last month to be “a bit more responsible through one of the toughest macroeconomic conditions” of the past decade and urged them not to “equate fun with money.”

    Although the economy is squeezing its finances, Google is faring far better than other internet companies whose fortunes are tied to digital advertising. Facebook suffered its first year-over-year quarterly decline in revenue earlier this year. Another social networking company, Snap, has been so hard hit that its stock price has plunged by more than 80% so far this year.

    Facebook, Snap and a variety of other internet services rely on being able to track users’ whereabouts and online activities to target ads. Apple began blocking that tracking on iPhones 18 months ago unless users consented to the surveillance. Google’s search engine is still able to gather personal information prized by advertisers through its search engine, minimizing the impact of Apple’s tougher privacy controls on its revenue.

    Facebook’s corporate parent, Meta Platforms, is scheduled to report its results for the latest quarter Wednesday afternoon.

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