Sarah Personette, Twitter’s advertising chief, tweeted on Tuesday that she resigned last week, adding to advertisers’ anxiety about how the social media platform will alter under Elon Musk. Personette replaces leaders such as former Twitter CEO Parag Agrawal and Chief Financial Officer Ned Segal, both of whom Musk ousted last week.
Dalana Brand, Chief People and Diversity Officer, announced her resignation in a LinkedIn post on Tuesday. Nick Caldwell, general manager for core technologies, revealed his departure on Twitter on Monday night, altering his profile bio to “former Twitter exec.”
Requests for comment from Personette, Caldwell, and Brand went unanswered. Musk’s team is meeting with advertisers in New York this week, as the company’s increasingly concerned clients express concerns about the possibility of hazardous content appearing alongside their ads.
On Tuesday, a coalition of more than 40 advocacy groups, including the NAACP and Free Press, addressed an open letter to Twitter’s top 20 advertisers, urging them to drop their ads if Musk undermines content control on the network.
According to a person familiar with the situation, Mediabrands, a division of ad holding company IPG, has urged its clients to stop advertising on Twitter for the next week until the company provides more specifics about its efforts to maintain trust and safety on the network.
IPG has clients such as Coca-Cola, American Express, and Johnson & Johnson. Morning Brew was the first to report the IPG recommendation to marketers.
On Monday, Jason Calacanis, an angel investor and Musk confidant who works at Twitter, claimed the company had a “really good day” meeting with marketers and advertisers. Because of the divisive and inflammatory content on the platform, the advertiser meetings could help corporations decide whether to stay or leave.
Musk has made an attempt to assuage advertising. He tweeted on Monday, “Twitter’s commitment to brand safety remains unchanged.” He earlier stated that he will lift Twitter’s prohibition on former U.S. officials. President Donald Trump, was barred from participating due to concerns that he would encourage greater violence following the U.S. disturbance at the Capitol last year
According to experts, hostile content has increased significantly after Musk completed his acquisition of Twitter last week. According to the Network Contagion Research Institute, which identifies “cyber-social dangers,” the use of the n-word on Twitter has surged by roughly 500%.
Musk became Twitter’s new owner and CEO on October 27, after the acquisition was completed. He also let go of other senior executives, including former CEO Parag Agrawal. Twitter stock was delisted from the New York Stock Exchange the next day. Musk has since proposed a number of reforms to Twitter, including the establishment of a “content moderation council” to oversee free expression.
The buyout has elicited mixed reactions, with praise going to Musk’s suggested reforms and vision for the company and criticism coming from concerns about a surge in misinformation, disinformation, harassment, and hate speech on the platform. Former and present Twitter employees have expressed concern about Musk’s intentions in response to the acquisition.
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