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Twitter says layoffs to begin Friday

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Elon Musk is moving aggressively to overhaul Twitter after his blockbuster $44 bln takeover of the messaging platform

Elon Musk is moving aggressively to overhaul Twitter after his blockbuster $44 bln takeover of the messaging platform – Copyright AFP Carsten Koall

Twitter said it will start laying off employees on Friday, as the new billionaire owner Elon Musk moves quickly after his big takeover to make the messaging platform financially sound.

A company-wide email seen by AFP says Twitter employees will receive word via email at the start of business Friday, California time, as to what their fate is.

It does not give a number but the Washington Post and New York Times reported that about half of Twitter’s 7,500 employees will be let go.

“In an effort to place Twitter on a healthy path, we will go through the difficult process of reducing our global work force,” the email said.

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Twitter employees have been bracing for this kind of bad news since Musk completed his mammoth $44 billion acquisition late last week and quickly set about dissolving its board and firing its chief executive and top managers.

A workplace and employee review and other projects ordered by Musk were reportedly so exhaustive and grueling that some engineers slept at Twitter headquarters over the weekend.

The email sent Thursday told workers to go home and not report for work on Friday.

“Our offices will be temporarily closed and all badge access will be suspended,” the email said. Those on the way to the office should turn around and return home.”

The email acknowledged that Twitter is going through “an incredibly challenging experience.”

“We recognize that this will impact a number of individuals who have made valuable contributions to Twitter, but this action is unfortunately necessary to ensure the company’s success moving forward,” it added.

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Saddled with the purchase of Twitter, for which Musk has said he overpaid, the tycoon is looking for ways for Twitter to make money — and fast.

His most recent idea was to charge $8 a month to anyone on Twitter who would receive a blue “verified” badge assuring the public that the account is authentic.

A news report this week said Musk wanted to charge $20 a month but faced a backlash, including from bestselling novelist Stephen King, who tweeted: “$20 a month to keep my blue check?” It was followed by an expletive.

Musk responded on Twitter, seemingly bargaining with King: “we need to pay the bills somehow! Twitter cannot rely entirely on advertisers. How about $8?”

Musk has said he wants to increase Twitter’s revenue from $5 billion last year to more than $26 billion in 2028.

Top global companies, including General Mills and Volkswagen, suspended their advertising on Twitter on Thursday as pressure builds on Musk to turn his platform into a succesful business.

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US auto giant General Motors last week was the first major advertiser to suspend advertising following the takeover.

Officials and civil rights groups have expressed worry that Musk will open the site to uncontrolled hate speech and misinformation as well as reinstate banned accounts, including that of former US president Donald Trump.

Advertisers are Twitter’s main source of revenue and Musk has tried to calm the nerves by reassuring that the site would not become a “free-for-all hellscape”.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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