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Musk Secures Funding as More Hints of his Twitter Plans Slowly Filter Through

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What to Make of Elon Musk's Buy-Up of Twitter Shares

So what’s the latest on Elon Musk’s great Twitter takeover?

It’s been reasonably quiet on the Elon front this week, but in the background, Musk has been busy shoring up investment, in order to fund his $44 billion takeover bid for the social media platform.

Today, in a new filing with the SEC, it was revealed that Musk has raised over $7 billion in funding commitments from a range of partners, including Sequoia Capital, Binance, Oracle chief Larry Ellison and Saudi Prince Alwaleed.

As you can see from this listing, Ellison is the biggest individual contributor. Ellison is also a director on the board of Tesla, while Oracle was also, at one stage, close to becoming the US owner of TikTok amid the Trump Administration’s push to force the platform into American ownership.

Ellison also has a good relationship with former US President Donald Trump – which is either entirely coincidental or hugely relevant here, depending on your perspective.

The additional funding commitments will ensure that Musk can go ahead with the Twitter deal, with these contributors to act as equity partners, meaning they will also benefit from any profits that Musk is able to glean from the social app.

Which will be difficult. Twitter has long struggled to significantly boost its revenue, and has been working to reform its business elements to meet tough new performance thresholds set by shareholder groups. Most market analysts don’t see how Twitter will be able to reverse course and become a bigger money-making machine, while Musk has also flagged cutting ads entirely, which contribute 98% of Twitter’s income, as part of his broader free speech push.

But there have been some inklings of Musk’s plans here.

In brief notes and missives, it seems that Musk may be planning to stop ads, and take Twitter entirely private for a time, before launching a second IPO, and reimplementing ads at a later stage.

That plan has received tacit endorsement from former CEO Jack Dorsey, who also agrees that the company’s reliance on ads has impeded its potential.

That’s an interesting proposal, and clearly, given the investments Musk has secured, he must have some plan for further monetization. These investors aren’t just putting money into Elon’s Twitter project because they want to support his hobbies.

Which is really where the Musk takeover is interesting – because from the outside, it does seem like a hobby horse for Musk. Elon is clearly passionate about Twitter, and his push for supporting free speech, but given his stances on moderation and ad reliance, there doesn’t appear to be a business focus here, it does seem like it’s just a rich guy throwing his cash around to make the platform what he wants.

But that’s definitely not the case. While I would expect Musk to make the moves that he’s publicly stated, in terms of reducing ad reliance and reforming the platform’s moderation policies, there must also be a longer term strategy there, whether that’s through increased subscriptions, selling tweet embeds or any other vague strategy that Musk has outlined thus far.

On the subscriptions front, my original view here was that Musk would likely look to push to make all users pay for Twitter access, while also verifying their details to ensure that they’re not bot accounts, another of his focus aspects.

Then earlier this week, Musk shared this:

So it seems that while Musk is considering a new subscription model, it won’t be applied to regular users.

There’s still not a heap to go on, and there’s still a way to go in securing the final approvals that will see Musk’s Twitter deal go through. But the funding is now ready, the process is in motion, and reports suggest that Musk will act as Twitter CEO for some time as the details are finalized, taking over from Parag Agrawal.

Expect job cuts and program changes, while you can also expect Twitter’s focus to shift dramatically within this initial period.

How that changes your day-to-day tweet experience, we’ll have to wait and see.

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U.S. Judge Blocks Montana’s Effort to Ban TikTok in the State

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U.S. Judge Blocks Montana’s Effort to Ban TikTok in the State

TikTok has won another reprieve in the U.S., with a District Judge blocking Montana’s effort to ban the app for all users in the state.

Back in May, Montana Governor Greg Gianforte signed legislation to ban TikTok outright from operating in the state, in order to protect residents from alleged intelligence gathering by China. There’s no definitive evidence that TikTok is, or has participated in such, but Gianforte opted to move to a full ban, going further than the Government device bans issued in other regions.

As explained by Gianforte at the time:

The Chinese Communist Party using TikTok to spy on Americans, violate their privacy, and collect their personal, private, and sensitive information is well-documented. Today, Montana takes the most decisive action of any state to protect Montanans’ private data and sensitive personal information from being harvested by the Chinese Communist Party.”

In response, a collection of TikTok users challenged the proposed ban, arguing that it violated their first amendment rights, which led to this latest court challenge, and District Court Judge Donald Molloy’s decision to stop Montana’s ban effort.

Montana’s TikTok ban had been set to go into effect from January 1st 2024.

In issuing a preliminary injunction to stop Montana from imposing a full ban on the app, Molloy said that Montana’s legislation does indeed violate the Constitution, and “oversteps state power”.

Molloy’s judgment is primarily centered on the fact that Montana has essentially sought to exercise foreign policy authority in enacting a TikTok ban, which is only enforceable by federal authorities. Molloy also noted that there was apervasive undertone of anti-Chinese sentiment” within Montana’s proposed legislation.

TikTok has welcomed the ruling, issuing a brief statement in response:

Montana attorney general, meanwhile, has said that it’s considering next steps to advance its proposed TikTok ban.

It’s a win for TikTok, though the Biden Administration is still weighing a full TikTok ban in the U.S., which may still happen, even though the process has been delayed by legal and legislative challenges.

As I’ve noted previously, my sense here would be that TikTok won’t be banned in the U.S. unless there’s a significant shift in U.S.-China relations, and that relationship is always somewhat tense, and volatile to a degree.

If the U.S. Government has new reason to be concerned, it may well move to ban the app. But doing so would be a significant step, and would prompt further response from the C.C.P.

Which is why I suspect that the U.S. Government won’t act, unless it feels that it has to. And right now, there’s no clear impetus to implement a ban, and stop a Chinese-owned company from operating in the region, purely because of its origin.

Which is the real crux of the issue here. A TikTok ban is not just banning a social media company, it’s blocking cross-border commerce, because the company is owned by China, which will remain the logic unless clear evidence arises that TikTok has been used as a vector for gathering information on U.S. citizens.

Banning a Chinese-owned app because its Chinese-owned is a statement, beyond concerns about a social app, and the U.S. is right to tread carefully in considering how such a move might impact other industries.

So right now, TikTok is not going to be banned, in Montana, or anywhere else in the U.S. But that could still change, very quickly.



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Israeli president tells Musk he has ‘huge role’ in anti-Semitism

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Elon Musk, the world's richest person, said in video remaks that Hamas militants 'have been fed propaganda'

Elon Musk, the world’s richest person, said in video remaks that Hamas militants ‘have been fed propaganda’ – Copyright POOL/AFP Leon Neal

Israel’s president told Elon Musk on Monday that the tech mogul has “a huge role to play” to combat anti-Semitism, which his social media platform is accused of spreading.

The meeting came after the world’s richest person visited a kibbutz community devastated in attacks by Hamas militants on October 7, and met with Prime Minister Benjamin Netanyahu and defence officials.

Musk has been criticised over what critics say is a proliferation of hate speech on X, formerly Twitter, since his takeover of the social media site in October 2022.

He has been accused by the White House of “abhorrent promotion” of anti-Semitism after endorsing a conspiracy theory seen as accusing Jews of trying to weaken white majorities.

Israel’s figurehead President Isaac Herzog told him: “Unfortunately, we are inundated by anti-Semitism, which is Jew hatred.

“You have a huge role to play,” he said. “And I think we need to fight it together because on the platforms which you lead, unfortunately, there’s a harbouring of a lot of… anti-Semitism.”

Musk did not mention anti-Semitism in his video remarks released by Herzog’s office, but said Hamas militants “have been fed propaganda since they were children”.

“It’s remarkable what humans are capable of if they’re fed falsehoods, from when they are children; they will think that the murder of innocent people is a good thing.”

On October 7 Hamas militants broke through Gaza’s militarised border into southern Israel to kill around 1,200 people and seize about 240 hostages, according to Israeli officials, in the worst-ever attack since the nation’s founding.

Vowing to destroy Hamas in response, Israel has carried out a relentless bombardment of targets in Gaza, alongside a ground invasion, that the Hamas government says has killed almost 15,000.

A temporary truce has been in effect since Friday.

– Talk of satellites –

Earlier Monday, Netanyahu and Musk discussed “security aspects of artificial intelligence” with senior defence officials, the Prime Minister’s Office said.

Musk and Netanyahu held a conversation on X following their tour of Kfar Aza, one of the communities attacked by Hamas.

“We have to demilitarise Gaza after the destruction of Hamas,” Netanyahu said, calling for a campaign to “deradicalise” the Palestinian territory.

“Then we also have to rebuild Gaza, and I hope to have our Arab friends help in that context.”

Netanyahu told Musk he hoped to resume United States-mediated normalisation talks with Saudi Arabia after Hamas’s defeat and “expand the circle of peace beyond anything imaginable”.

The war stalled progress towards a Saudi-Israel normalisation deal, and in early November Saudi Arabia’s de facto ruler denounced the conduct of Israeli forces fighting Hamas in Gaza.

Israel’s Communications Minister Shlomo Karhi said his country had reached an understanding in principle on the use of Starlink satellites, operated by Musk’s company SpaceX, in Israel and the Gaza Strip “with the approval of the Israeli Ministry of Communications”.

Starlink is a network of satellites in low Earth orbit that can provide internet to remote locations, or areas that have had normal communications infrastructure disabled.

In September, Netanyahu urged Musk “to stop not only anti-Semitism, or rolling it back as best you can, but any collective hatred” on X.

Musk said at the time that while his platform could not stop all hate speech before it was posted, he was “generally against attacking any group, no matter who it is”.

X Corp is currently suing nonprofit Media Matters on the grounds that it has driven away advertisers by portraying the site as rife with anti-Semitic content.

Musk has also threatened to file suit against the Anti-Defamation League, a Jewish advocacy group, over its claims that problematic and racist speech has soared on the site since he completed his $44-billion takeover.

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Is this X’s (formerly Twitter) final goodbye to big advertisers? It looks like it

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Is this X's (formerly Twitter) final goodbye to big advertisers? It looks like it

It looks like big advertisers are leaving X (formerly Twitter) for good and its owner Elon Musk couldn’t care less.

In the packed DealBook conference in New York on Wednesday, he bluntly told them to shove it. 

This response came after another round of advertisers including IBM, Apple, CNN and Disney bailed on his social network after Musk seemingly supported an antisemitic conspiracy theory last month by responding to an X user’s post — a move he’s since admitted was silly and apologized for. Musk was less remorseful over the uproar caused among advertisers, telling the room: “This advertising boycott is going to kill the company… let’s see how Earth responds to that.”

For many large marketers, this marks the end of a drawn-out farewell (lasting a whopping 13 months) to advertising on X since Musk took over. Surprisingly, even some of X’s own staff members are now calling it quits. Freelance journalist Claire Atkinson reported a “wave of resignations” from CEO Linda Yaccarino’s sales team, including a few of the remaining ad executives who were there before she officially joined in June. Musk’s actions are essentially reversing any recent progress made in reviving X’s advertising business.

Lou Paskalis, CEO and founder of AJL Advisory confirmed that Musk’s comments were indeed another extra nail in the already well sealed coffin because it reaffirmed what most large advertisers already know — Musk resents having to be beholden to them.

“He is trying to position their legitimate brand suitability concerns, largely precipitated by his ongoing antics on X, as a vast, left-wing conspiracy among advertisers to ‘blackmail’ him into constraining his right to free speech,” Paskalis said. “As someone who spent over three decades in the ad buying business, it’s laughable to think that we could all act with that level of coordination, presumably in secret.”

This event highlights how out of touch Musk is with what keeps his company running. He takes an ad boycott as a personal insult when, truthfully, it’s just part and parcel of managing a platform these days. Look at how often YouTube and Meta have dealt with similar issues over the years. The difference? The bigwigs at those companies prioritized protecting their businesses, not their public personas, and were willing to make compromises to win back advertisers. Not that it took much to win back those ad dollars — advertisers rely on those platforms as much as the platforms rely on them.

“It’s just a very sensible decision not to continue advertising on that platform which poses such a strong brand safety risk,” said Ebiquity’s chief strategy officer Ruben Schreurs. “To do all this on stage is unheard of, I’ve never seen anything like it before.”

The largest advertisers seem to agree. Unlike their previous boycotts of advertising on X, this one is permanent for many of them. Some of the most active accounts like Disney, Paramount, Liongsate and Sony Pictures haven’t posted in nearly two weeks. This chimes with what one senior ad exec, who had been in touch with a number of X’s advertisers over the past year, told Digiday last month. Advertisers who had continued to spend on the platform only paid a fraction of what they used to prior to Musk, out of fear of getting called out by Musk if they didn’t.

“It’s easier to pull advertising than it is to return, and what makes the X ad boycott unique is that it isn’t primarily about content adjacency or moderation,” said Jasmine Enberg, principal analyst, social media at Insider Intelligence. “Advertisers are concerned about the reputational damage and the uncertainty of doing business with Musk, and yesterday’s comments will deepen the rift between them.”

An impossible job has now become even more challenging for Yaccarino. Ad dollars weren’t exactly flowing into the social network before Musk’s latest rant. X has averaged a 55% year-over-year revenue decline, according to Guideline. This figure increased to 61% YOY between May and August 2023 — despite Yaccarino joining the company during the summer. 

“The hill she [Yaccarino] must climb to rekindle advertiser demand for the platform just went from steep to vertical,” said Paskalis. “I don’t know how anyone could overcome a direct verbal assault of the magnitude that Musk delivered at the DealBook conference against a customer base already alarmed by his previous rage inducing, divisive and dog whistle laden tweets. None of this will cause Linda to leave, in my opinion, as she sees quitting as failure and failure is not an option in her calculus, no matter what damage may be done to her reputation.”

X did not respond to Digiday’s request for comment.



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