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Two big problems for Musk as he transforms Twitter Could be his "Waterloo"

via:新浪科技     time:2022/10/31 9:02:57     readed:229

Sina science and technology news Beijing time on October 31 morning news, according to reports, recently, the United States billionaire Musk completed the acquisition of Twitter website transaction, in the global network advertising slide, and technology stocks fell under the background, Musk for the acquisition of Twitter paid a high price, but now it seems, That's just one of Musk's Twitter problems.

With all the deals completed last week, Mr Musk, the world's richest man, has not one but two serious problems to solve at Twitter. Failure to address these issues properly could tarnish Mr Musk's reputation as the rare all-around entrepreneur (he has achieved remarkable success in two extremely difficult industries: electric cars and space rocket launches). It would also undermine what Mr Musk has always described as his ability to solve complex and difficult social problems. This comes at a time when Musk is using his considerable private wealth and personal influence to take a more active role in society.

Earlier, when Musk announced his plan to buy Twitter, a senior Silicon Valley financial expert warned that the deal would be the downfall of Musk's life.

  Problem 1: Tweet content audit management

The first problem Musk faces is to solidify Twitter's role as a great platform for the exchange of ideas in America, but at the same time not make it a place where anyone can run amok. The irony is that, in some ways, Mr Musk himself is the worst placed to solve this conundrum.

Musk himself is known to be an active user of the Twitter platform, but his own behavior hardly makes him an arbiter of social media behavior online.

In the past, Musk has relentlessly attacked "enemies" on Twitter and used it to blast ideas or people with whom he disagrees.

For example, Mr. Musk has tweeted that Tesla is about to take the company private and that the money is already available. Musk was later fined a hefty sum by the U.S. Securities and Exchange Commission and lost his job as Tesla's chairman for the fictitious transaction.

In the past, Musk has been a vocal supporter of free speech, but he has acknowledged the need for some level of moderation. So far, Mr. Musk has never spelled out why he thinks Twitter's previous management didn't do a good job, or what kind of standards he himself will use to govern Twitter discourse in the future.

Mr. Musk recently fired a number of Twitter executives, including those directly responsible for social media user harassment and misinformation issues, but it seems likely that Mr. Musk will repeat the lessons Twitter has learned over the years.

Mr. Musk's own extensive businesses will also complicate the job of running Twitter. Many of Mr Musk's companies need government decision-making approval to open new electric car factories, secure raw materials and win government rocket launch contracts. That could leave other governments with the potential to influence how the platform works.

 Problem 2: How to turn a niche into a mass App

The second big challenge for Mr Musk is that Twitter has long struggled to break out of the cage of a niche business into something bigger.

Twitter is a great tool for information junkies who spend a lot of time on social media. But Musk wants Twitter to reach a broader group of users, and in terms of its business model, Musk wants Twitter to move from simple online advertising to a multi-pronged model, such as making money through membership payments or other forms.

Some supporters of Mr. Musk's acquisition of Twitter argue that his success in other industries makes it a good bet to run Twitter. One investor in Mr. Musk's Twitter deal said before the deal closed that there was no problem with the $44 billion price tag (which was set before the tech rout).

After Musk entered Twitter, the investors expressed optimism that Twitter could achieve a valuation of $300 billion in the future. It is not clear how such progress will be achieved.

Mr Musk has previously hinted that one of Twitter's strategies for broadening its user base is to attract more users around a variety of different segments. In fact, Twitter has been doing this all along, but management has fallen far behind its own goals for user growth. Musk will need to get much more aggressive if he wants to generate substantial user growth in the future.

  Platform development or a train of thought

One option for Mr Musk is to turn Twitter into a big platform, a central database of massive tweets that can be explored by different users. This was a vision of Twitter's founders in the company's early days, and the company briefly pursued a platform strategy.

In the future, if third-party companies can bring their own algorithms to Twitter's flood of information and present them differently to their own user base, Twitter will be able to expand its audience in an unprecedented way.

A platforming strategy could also solve the speech management problem Twitter faces. For example, some users may be willing to take on the task of moderating tweets on topics they are interested in (much like Reddit does). In addition, other companies that develop their own services on the Twitter platform can take on the responsibility of speech management, and they can introduce different levels of tweet moderation policies for their target user groups.

Would Musk be interested in a platforming strategy? We don't know. All that is certain is that Mr Musk has sent Twitter back to the drawing board. As one of the most successful entrepreneurs of his generation, Musk's reputation for the rest of his life depends on how well he remakes Twitter.

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