Twitter CEO expresses determination to overcome challenges while rebuilding Twitter's ad business and fostering engagement on platform
Linda Yaccarino, the new CEO of Twitter, recently shared her vision for the company's future in her first tweet thread and memo to employees.
Emphasising the importance of free speech, Yaccarino expressed Twitter's goal of becoming a reliable source of real-time information and a global platform for open communication. She stressed the need for unfiltered exchanges of information and open dialogue on topics that matter to people, as they play a crucial role in driving civilisation forward.
Yaccarino, previously the global advertising chief at
NBCUniversal, highlighted the challenges Twitter faces under the ownership
of Elon Musk. While Musk has reinstated some accounts that were previously
suspended, he has also silenced voices critical of him, including suspending
accounts of journalists. However, Yaccarino did not address these specific
issues or the problems that have plagued the site since Musk's
takeover.
One of Yaccarino's immediate priorities is stabilising
Twitter's advertising business. Several companies have paused their ad
campaigns due to concerns over hate speech and offensive content on the
platform. Furthermore, high-level Twitter executives responsible for brand
safety recently left the company, adding to the challenges Yaccarino must
tackle.
In her memo, Yaccarino expressed optimism about the potential
for Twitter to bring people together, form partnerships, and create a
positive impact on the world. She compared Musk's transformative approach in
industries like space exploration and electric vehicles to the necessary
transformation Twitter needs as a global town square.
As
Twitter's new CEO, Yaccarino aims to rebuild the company's advertising
business, which has struggled since Musk's arrival. It's a daunting task,
but Yaccarino's note conveyed her determination and readiness to tackle the
challenge.
Twitter CEO's first message to employees
Read
Yaccarino’s full email to the employees of the social media platform
below:
Building Twitter 2.0 Together
Hello Twitter!
People
keep asking me: Why Twitter? So, I’ll tell you.
From space
exploration to electric vehicles, Elon knew these industries needed
transformation, so he did it. More recently it has become increasingly clear
that the global town square needs transformation—to drive civilization
forward through the unfiltered exchange of information and open dialogue
about the things that matter most to us.
Have you ever been
talking with someone particularly insightful and thought, You’re
brilliant—everybody should get the chance to hear this. Or, I’m learning so
much from you—can we do this again? Or maybe it’s as simple as, You should
have the freedom to speak your mind. We all should.
Enter Twitter
2.0.
Twitter is on a mission to become the world’s most accurate
real-time information source and a global town square for communication.
We’re
on the precipice of making history—and that’s not an empty promise. That’s
OUR reality.
When you start by wrapping your arms around this
powerful vision, literally everything is possible. You have to genuinely
believe—and work hard for that belief. And in this moment of complete
reinvention, we have the opportunity to reach across aisles, create new
partnerships, celebrate new voices, and build something together that can
change the world. And from what I can tell so far, you’re built for this.
The
success of Twitter 2.0 is all of our responsibility.
We need to
think big.
We need to transform.
We need to do it all
together.
And we can do it all by starting from first principles
– questioning our assumptions and building something new from the ground up.
It’s rare to have the chance to put a new future into the hands of every
person, partner, and creator on the planet.
That’s exactly why
I’m here – with all of YOU.
So, let’s dig our heels in (4 inches
or flat!) and build Twitter 2.0 together.
Linda
