Musk’s Twitter rate limits could undermine new CEO, ad experts say

Washington, July 3 (BNA): Elon Musk’s move to temporarily cap the number of posts Twitter users can read on the social networking site could undermine new CEO Linda Iaccarino’s efforts to attract advertisers, marketing industry professionals said.

Musk announced on Saturday that Twitter would limit the number of tweets different accounts can read per day, to discourage “extreme levels” of data collection and system manipulation, Reuters reports.

Users posted screenshots in response, showing that they were unable to see any tweets, including those on the advertisers’ pages, after exceeding the limit.


Advertising industry veterans said the move creates a hurdle for Yaccarino, the former head of advertising at NBCUniversal who started last month as CEO of Twitter.


The Financial Times reported last week that Yaccarino has sought to mend relationships with advertisers who pulled out of the site after Musk bought it last year.

Lou Paskalis, founder of advertising consulting firm AJL Advisory and former head of marketing at Bank of America, said Yaccarino is Musk’s “last best hope” to save advertising revenue and company value.

Under the new cap, unverified accounts were initially limited to 600 posts per day with new unverified accounts limited to 300 posts. Musk said in a post on the site that verified accounts can read 6,000 posts per day.

Hours later, he said the cap had been raised to 10,000 posts per day for verified users, 1,000 posts per day for unverified users and 500 posts per day for new unverified users.

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