Elon Musk’s first year of owning Twitter – looking back on a tumultuous timeline
Start with the big idea and deal with any issues down the line.
That was the assessment of Elon Musk biographer Michael Vlismas a year ago when asked how the world’s richest man might go about running Twitter.
The SpaceX owner had just bought the bird app for $44bn (£38bn) with a vague goal of transforming it into an “everything app” called X.
Modelled on China‘s WeChat, it could become your one-stop shop for not just getting into arguments online and posting memes, but video calls, podcasts, and even banking.
All while being an internet town square, committed to free speech, where anyone’s views have as much cache as a celebrity, news outlet, or academic – no matter how controversial.
A noble goal, many would argue.
But as Vlismas had indicated, a plan light on detail. And the execution – from huge lay-offs to putting verification behind subscriptions – has been debatable at best.
“He always has a grand vision, but in this instance the details have been a quagmire for him,” says Vlismas.
“Perhaps it’s showing you can’t be everything to everyone – and that’s the challenge with an ‘everything app’.
“It’s got to be a clear vision in terms of what he wants out of it.”
Elon Musk has brought some big changes to the platform formerly known as Twitter
A tumultuous timeline
Musk’s own Twitter timeline was rarely dull, so perhaps it should come as no surprise that once he ruled the roost, Twitter’s own timeline would follow suit.
His first act (other than carrying a sink into the firm’s San Francisco HQ for the sake of a bad pun) was firing executives and thousands of employees quickly suffered the same fate.
Skittish advertisers, concerned about Musk’s stance on content moderation, helped see revenues fall and within a month even the prospect of bankruptcy was being mooted.
Musk’s flagship attempt to drive up company income was to offer verification ticks as a paid-for benefit in a subscription that has expanded to include features like an edit button and longer posts.
A fake Tony Blair, OJ Simpson, and very naughty Super Mario later, it was clear there were flaws in this plan to allow anyone to pay to add the once-respected blue tick to their account.
According to analysis by research group AMPLYFI, which used AI to judge user sentiment on Twitter over time, the furore was “the initial catalyst for things turning sour” for much of the platform’s audience.
“It created chaos,” says Drew Benvie, founder of communications agency Battenhall.
“People don’t know if they’re talking to the real deal.”
Ahead of a year that will include a US presidential election, and with ever-improving AI deepfakes, it’s an issue that could become even more serious.
Many famous faces were initially left without a blue tick when Musk changed the policy
Other changes have included reinstating banned accounts like those of Andrew Tate and Donald Trump, raising further concerns about the proliferation of hate speech on the platform.
The Center for Countering Digital Hate (CCDH), a group X has sued over its damning assessments of its content moderation standards, says Musk has welcomed back a host of bad actors “with open arms”.
Speaking to mark the Muskiversary, CCDH founder Imran Ahmed condemned it as a “grave betrayal of users, advertisers and the wider public”.
That, coupled with the gutting of the company’s trust and safety teams, damaged Twitter’s reputation as a place to seek out verified news – an issue brought home by the Israel-Hamas war.
And then, of course, came rebranding Twitter into X.
A name so embedded in modern society that “tweet” had entered the Oxford and Cambridge dictionaries, now one which would have once done nothing but arouse suspicion in your browsing history.
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Twitter sign removed in ‘X’ rebrand
‘He has decimated the business’
Musk said Twitter’s transition from talking shop to everything app meant the name no longer made sense, and has claimed the rebranding reflects his ambitions.
Of course, some may have spotted an obvious trend and concluded he simply likes the letter X.
Not only is it part of the name of his successful rocket company, but one of his children; his AI start-up; and an internet banking firm he co-founded that became PayPal.
Social media expert Beth Caroll, of Wunderman Thompson, is sceptical of Musk’s apparent plans.
“There’s a vague possibility he could have this bigger picture idea, this super app like a WeChat, and if he were to deliver that then he might have a viable product,” she says.
“But for now he has just decimated the business.”
Indeed, earlier this year the company was valued at less than a third of the $44bn Musk paid for it.
Even the hiring of Linda Yaccarino, an experienced figure from NBCUniversal, as chief executive has done little to repair the monetary or reputational damage.
It’s worth remembering, Caroll says, that Musk did try awfully hard to back out of buying Twitter, and all the challenges he’s faced are perhaps a sign of why.
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Musk to start charging people to use X
Can Musk really have it all?
Yet despite it all, for its remaining users – whether enthusiastic or reluctant – X remains best at this particular type of social media, where real-time updates reign supreme.
For Dr Annmarie Hanlon, lecturer in digital and social marketing at Cranfield School of Management, would-be rivals from the “clunky” Mastodon to Meta‘s “basic” Threads have failed to offer a comparable experience.
“The everything app is still a work in progress,” she says.
“But when Threads opened, everyone said ‘this is the death of Twitter’. And it hasn’t been.”
Of course, given the contempt Musk and Mark Zuckerberg have for each other, don’t expect the Meta boss to abandon his company’s new app anytime soon.
Meta’s Threads emerged as a rival to X over the summer
And when it comes to “the death of Twitter”, Musk would happily claim responsibility, with X the phoenix rising from its ashes.
But unlike the rockets of SpaceX (well, most of them), biographer Vlismas doubts how far it can fly.
“With SpaceX, the grand vision is colonising Mars,” he says.
“But the core purpose is launching rockets into space and it’s very effective at that.
“If you wanted to do anything else with it, it dilutes that purpose.
“The longer X is a bit muddled like this, the worse it is. And the more people will turn away.”
Virginia Giuffre, who accused Prince Andrew of sexual assault, has died aged 41.
In a statement to Sky’s US partner network NBC News on Friday, her family said she took her own life in the Perth suburb of Neergabby, Australia, where she had been living for several years.
“It is with utterly broken hearts that we announce that Virginia passed away last night at her farm in Western Australia,” her family said.
“She lost her life to suicide, after being a lifelong victim of sexual abuse and sex trafficking.
“Virginia was a fierce warrior in the fight against sexual abuse and sex trafficking. She was the light that lifted so many survivors.
“In the end, the toll of abuse is so heavy that it became unbearable for Virginia to handle its weight.”
Pic: AP
Police said emergency services received reports of an unresponsive woman at a property in Neergabby on Friday night.
“Police and St John Western Australia attended and provided emergency first aid. Sadly, the 41-year-old woman was declared deceased at the scene,” a police spokeswoman said.
“The death is being investigated by Major Crime detectives; early indication is the death is not suspicious.”
Sexual assault claims
Prince Andrew has denied all claims of wrongdoing. File pic: Reuters
Ms Giuffre sued the Duke of York for sexual abuse in August 2021, saying Andrew had sex with her when she was 17 and had been trafficked by his friend, the billionaire paedophile Jeffrey Epstein.
The duke has repeatedly denied the claims, and he has not been charged with any criminal offences.
In March 2022, it was announced Ms Giuffre and Andrew had reached an out-of-court settlement – believed to include a “substantial donation to Ms Giuffre’s charity in support of victims’ rights”.
‘An incredible champion’
Sigrid McCawley, Ms Giuffre’s attorney, said in a statement that she “was much more than a client to me; she was a dear friend and an incredible champion for other victims”.
“Her courage pushed me to fight harder, and her strength was awe-inspiring,” she said. “The world has lost an amazing human being today.”
“Rest in peace, my sweet angel,” she added.
Listen to The World with Richard Engel and Yalda Hakim every Wednesday
Dini von Mueffling, Ms Giuffre’s representative, also said that “Virginia was one of the most extraordinary human beings I have ever had the honour to know”.
“Deeply loving, wise, and funny, she was a beacon to other survivors and victims,” she added. “She adored her children and many animals.
“She was always more concerned with me than with herself. I will miss her beyond words.
“It was the privilege of a lifetime to represent her.”
Ms Giuffre said at the end of March she had four days to live after a car accident, posting on social media that “I’ve gone into kidney renal failure”. She was discharged from hospital eight days later.
Raised mainly in Florida, she said she was abused by a family friend early in life, which led to her living on the streets at times as a teenager.
She said that in 2000, she met Ghislaine Maxwell, a British socialite who was convicted in 2021 on federal sex trafficking and conspiracy charges and was sentenced to 20 years in prison.
Ghislaine Maxwell and Jeffrey Epstein. Pic: US Department of Justice
Ms Giuffre said Maxwell then introduced her to Epstein and hired her as his masseuse, and said she was sex trafficked and sexually abused by him and associates around the world.
‘A survivor’
After meeting her husband in 2002, while taking massage training in Thailand at what she said was Epstein’s behest, she moved to Australia and had a family.
She founded the sex trafficking victims’ advocacy charity SOAR in 2015, and is quoted on its website as saying: “I do this for victims everywhere.
“I am no longer the young and vulnerable girl who could be bullied. I am now a survivor, and nobody can ever take that away from me.”
:: Anyone feeling emotionally distressed or suicidal can call Samaritans for help on 116 123 or email jo@samaritans.org in the UK. In the US, call the Samaritans branch in your area or 1 (800) 273-TALK.
Donald Trump has met Volodymyr Zelenskyy ahead of the Pope’s funeral, Vatican sources have told Sky News.
The US and Ukrainian presidents had a “very productive discussion”, according to a White House Official, and have also agreed to hold further talks after the service.
They are among world leaders, including Sir Keir Starmer and Emmanuel Macron, who are attending the funeral of Pope Francis.
Follow live updates: Zelenskyy among world leaders joining thousands of mourners
There was applause from some of those gathered in St Peter’s Square when the Ukrainian leader walked out.
The former British ambassador to Russia Sir Tony Brenton said the event presents diplomatic opportunities, including the “biggest possible meeting” between Mr Trump and Mr Zelenskyy.
Trump and Zelenskyy meet for first time since Oval Office row. Pic: Reuters
He told Sky News it could mark “an important step” in starting the peace process between Russia and Ukraine, and is their first face-to-face meeting after a very public row between the presidents at the White House in February.
The bilateral meeting comes after Mr Trump’s peace negotiator Steve Witkoff held talks with Vladimir Putin at the Kremlin.
They discussed “the possibility of resuming direct negotiations between Russia and Ukraine”, Kremlin aide Yuri Ushakov said.
Russia and Ukraine have not held direct talks since the early weeks of the war, which began in February 2022.
Mr Trump has claimed a deal to end the war is “very close” and has urged Mr Zelenskyy to “get it done” in a post on his Truth Social platform.
He has previously warned both sides his administration would walk away from its efforts to achieve a peace if the two sides do not agree a deal soon.
Meanwhile, the Polish Armed Forces said a Russian military helicopter violated its airspace over the Baltic Sea on Friday evening, in a post on X.
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US
Donald Trump says Russia and Ukraine are ‘very close to a deal’ – and says ‘two sides should now meet’
Donald Trump has said Russia and Ukraine are “very close to a deal” with “most of the major points agreed” – as he called for the two sides to meet.
Shortly after arriving in Rome for Pope Francis’s funeral, the US president said high-level officials should now meet to “finish [the deal] off”.
“A good day in talks and meetings with Russia and Ukraine,” Mr Trump wrote on his Truth Social platform.
“They are very close to a deal, and the two sides should now meet, at very high levels, to ‘finish it off’.
“Most of the major points are agreed to. Stop the bloodshed, NOW. We will be wherever is necessary to help facilitate the END to this cruel and senseless war!”
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Ukraine-Russia peace talks explained
Throughout the week, the US president has criticised both Ukraine and Russia for failing to agree to a peace deal.
On Wednesday, he accused Mr Zelenskyy of harming talks on Truth Social, saying “the man with ‘no cards to play’ should now, finally, GET IT DONE”.
A day later, after nine people were killed in Kyiv after a Russian missile and drone strike, Mr Trump said: “Vladimir, STOP! 5000 soldiers a week are dying. Let’s get the Peace Deal DONE!”
The president and other officials have also threatened to withdraw from negotiations if no progress is made toward a deal.
It comes after Mr Trump’s envoy Steve Witkoff met Vladimir Putin in Moscow to discuss a US-brokered peace plan for Ukraine.
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Putin-Witkoff meeting
The talks allowed Russia and the United States to “further bring their positions closer together” on “a number of international issues”, a Kremlin aide said.
Speaking earlier on the flight to Italy, Mr Trump said he hadn’t been fully briefed on Mr Witkoff and Mr Putin’s meeting – but added it was a “pretty good meeting”.
Read more:
US and Russia talks moving in ‘right direction’, top diplomat says
A ‘barbaric’ 24 hours in a ‘horrendous’ war
Russia and Ukraine have not held direct talks since the early weeks of the war, which began in February 2022.
Ukraine has repeatedly said it would not accept a deal conceding land or handing over sovereignty to Russia.
However, Mr Trump said in an interview with TIME magazine that “Crimea will stay with Russia,” describing the region as a place where Moscow has “had their submarines” and “the people speak largely Russian”.
“Zelenskyy understands that, and everybody understands that it’s been with them for a long time,” he added. “It’s been with them long before Trump came along.”
When asked on Friday about Mr Trump’s comments, Mr Zelenskyy did not want to comment but repeated that recognising occupied Ukrainian territory as Russian is a red line.
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