A tailor-made boss to try to catch up with advertisers fleeing Twitter. That’s what might have motivated Elon Musk to hire Linda Yaccarino, head of publicity for the NBCUniversal group, which includes many television channels and movie production studios.
This May 11, who had promised to leave the general direction of Twitter after buying the platform has effectively announced that he has chosen a new boss to replace him, initially without specifying his identity.
several meetings
But as of May 12, Linda Yaccarino resigned, leaving her position at NBCUniversal, before an official Twitter announcement finally confirmed the information from various US outlets that had revealed the contours of this recruitment.
While the new head of Twitter has no experience within a social platform, she is nonetheless widely recognized for her expertise in the advertising market, benefiting from a robust address book.
As the American site Axios recalls, Elon Musk and Linda Yaccarino have met many times in recent weeks, in particular during a conference dedicated to mobile marketing in Miami.
According to the official NBCUniversal website, Linda Yaccarino up to that point led a team of 2,000 people, having achieved $100 billion in ad revenue since 2011. However, as part of her activities, she was regularly required to work with platforms like Snapchat, YouTube, or…Twitter.
Catch up with advertisers
In 2018, Donald Trump also named her to a federal body responsible for encouraging young Americans to eat better and exercise (the President’s Council on Sports, Fitness and Nutrition). She then participated in the creation of a campaign to promote vaccination against Covid-19.
Shortly after the acquisition by Elon Musk, at the end of 2022, many incumbent advertisers ceased their investments in Twitter, due to the entrepreneur’s often illegible strategy, but especially due to a chaos in verified accounts and an increased risk of disinformation. .
The return of old suspended accounts and the firing of many moderation teams also pose new risks when it comes to hateful and violent content. A turbulent ecosystem, which the new boss will have the heavy burden of selling to advertisers, while the diversification strategy by launching paid subscriptions seems far from fruitful.
For his part, Elon Musk, who remains CEO and CTO, was going to pursue his ambitions regarding the arrival of multiple additional features within Twitter.
Source: BFM TV
