Musk meets Twitter advertisers after “name and shame” warning.

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Elon Musk will meet Wednesday with some of Twitter’s biggest advertisers and marketing partners in an effort to reassure executives after the microblogging site’s boisterous developments.

The move comes just days after Musk – who acquired the company in a $ 44 billion deal last month – threatened a “name and thermonuclear shame” campaign against advertisers who quit his platform.

Musk will speak to a controlled group of advertisers on “Twitter Spaces”, a live audio conversation feature on the platform.

The topics for discussion are unclear, but Musk said last week that Twitter was facing a “massive drop in revenue“when advertisers paused campaigns on the platform. Since Musk completed its acquisition, reports of hate speech and abuse on Twitter have increased.

NAACP President Derrick Johnson urged companies to leave their Twitter ads “until action is taken to make Twitter a safe space.” Musk, a self-proclaimed “absolutist of free speech”, accused the companies participating in the boycott of “trying to destroy free speech in America”.

Carmakers Ford, General Motors, and Volkswagen all pulled their Twitter ads, along with cereal and snack companies General Mills and Mondelez, the company behind Oreo cookies, Ritz crackers, and Sour Patch Kids candy. International advertising and consulting firm Interpublic, which represents American Express, Coca-Cola, Fitbit, Spotify and dozens of other large companies, has also suspended its Twitter advertising purchases.

“A thermonuclear name and a shame are exactly what will happen if this continues”, Musk tweeted on Friday as more and more companies began their ad runs, threatening to unleash its boisterous online fans on businesses and executives leaving the platform.

In his short term, Musk laid off about half of Twitter’s workforce, decimating content moderation teams and engineers just days before Tuesday’s midterm election. As the company’s remaining staff struggled to keep up with complex infrastructure challenges, the company moved to hire some of those displaced employees.

Musk plans to sell Twitter’s blue verification badge for $ 8 a month, he said, but without actually verifying user identities, a prospect that could actually cost the company more money than it brings. He also threatens to wreak havoc on a platform already struggling with the proliferation of disinformation, bots and scammers.

Since taking power, Musk has mocked politicians – including Rep. Alexandria Ocasio-Cortez (DN.Y.) – on the platform, he shared a meme with a Nazi soldierspread disinformation about the attack on the husband of House Speaker Nancy Pelosi (D-Calif.) e I imposed draconian restrictions on parody accounts.

Those and other moves by Musk scared advertisers.

“Advertisers are not being manipulated by activist groups, they are constrained by established principles about the types of companies they can do business with. These principles include an assessment of the platforms’ commitment to safety and brand suitability, “Lou Paskalis, president of a leading marketing firm, MMA Global, tweeted to Musk.

Musk blocked Pascalis – then unlocked him – after the trade.