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.”
Venezuela’s President Nicolas Maduro has accused the US of a coup attempt after Donald Trump approved CIA operations in the country to tackle alleged drug trafficking.
Mr Trump confirmed his decision, first revealed by The New York Times, as he said large amounts of drugs were entering the US from Venezuela – much of it trafficked by sea.
“We are looking at land now, because we’ve got the sea very well under control,” he said.
When asked why the coastguard wasn’t asked to intercept suspected drug trafficking boats, which has been a longstanding US practice, Mr Trump said the approach had been ineffective.
“I think Venezuela is feeling heat,” he said.
Donald Trump at the White House on Wednesday evening. Pic: Reuters
Maduro hits back
He declined to answer whether the CIA has the authority to execute Mr Maduro, who denies accusations from Washington that he has connections to drug trafficking and organised crime.
The US has offered a $50m (£37m) reward for information leading to his arrest.
“How long will the CIA continue to carry on with its coups?” he asked after Mr Trump’s comments on Wednesday evening, saying calls for regime change harkened back to “failed eternal wars” in Afghanistan and Iraq.
In a message to the American people, he said in English: “Not war, yes peace. The people of the US, please.”
President Nicolas Maduro. Pic: Reuters
US targets ‘drug boats’
Mr Trump also alleged Venezuela had sent a significant number of prisoners, including individuals from mental health facilities, into the US, though he did not specify the border through which they reportedly entered.
On Tuesday, he announced America had targeted a small boat suspected of drug trafficking in waters off the Venezuelan coast, resulting in the deaths of six people.
According to the president’s post on social media, all those killed were aboard the vessel.
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Footage of the strike was released by Donald Trump on social media. Pic: Truth Social
The incident marked the fifth such fatal strike in the Caribbean, as the Trump administration continues to classify suspected drug traffickers as unlawful combatants to be confronted with military force.
War secretary Pete Hegseth authorised the strike, according to Mr Trump, who released a video of the operation.
The black-and-white footage showed a small boat seemingly stationary on the water. It is struck by a projectile from above and explodes, then drifts while burning for several seconds.
Mr Trump said the “lethal kinetic strike” was in international waters and targeted a boat travelling along a well-known smuggling route.
There has also been a significant increase in US military presence in the southern Caribbean, with at least eight warships, a submarine, and F-35 jets stationed in Puerto Rico.
A 39-year-old man died in hospital alone, miles from his family, after being detained by US immigration officials.
Ismael Ayala-Uribe, who had lived in the US since he was four, fell ill while in an immigration detention centre in California.
Ismael Ayala-Uribe was well known in the local Latino community
He complained of a fever and had a persistent cough in the weeks before he died, according to his mother Lucia.
She said he was initially treated by medical staff inside the detention centre but was returned to his cell.
He was eventually taken to hospital for a scheduled surgery to remove an abscess on his buttocks, but died before he was able to have the operation.
His family were never told he was in hospital, learning of his death via a knock on the door from police.
“They’re the ones that notified us that he had passed,” his brother, Jose Ayala, told Sky News.
“We were not even aware that he was in the hospital or even had a scheduled surgery. Then we got a knock on our door a little after 5.30 one morning.
“I believe he would still be alive today if he was never detained. He got sick while in detention, and they did not seem to take care of him.”
Ismael’s brother Jose speaks to Sky News
Why was he detained?
Mr Ayala-Uribe’s death raises questions about the conditions inside the centre he was held in, and if a sudden surge of immigrants being detained by this administration has left the system stretched beyond breaking point.
He had moved to the US from Mexico with his family as a child.
He did have DACA – deferred action for childhood arrivals – status, granted to those who have arrived while under the age of 18. But this was removed in 2016, after he was convicted of drink-driving.
In August, he was arrested by immigration agents at a car wash in California where he had worked for 15 years.
He was held for five weeks at Adelanto, a privately owned, run-for-profit, immigrant detention centre. A lawyer for his family said he was, as far as they are aware, a healthy man before he was detained and had no medical need.
But Mr Ayala-Uribe’s mother, who was visiting him every eight days and speaking to him on the phone a couple of times a day, said she noticed him getting progressively unwell.
Ismael’s brother and mother, Lucia
“He started with lots of fever,” Ms Ayala said. “He said they weren’t listening to him. The last time I saw him his face was drained, he told me he was not OK, he told me he couldn’t take it any more.”
Beginning to cry, wiping away tears, she added: “I feel powerless that I couldn’t do anything to help my son.
“I never imagined I was going to bury one of my sons. It feels terrible, they took a piece of my heart away.
“I would like something to change. If we cannot save him, at least we can save others that are still inside.”
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Inside Trump’s immigration raids
ICE defends detention treatment
The cause of Mr Ayala-Uribe’s death is still under investigation.
Sky News requested comment from the company which owns the detention centre where he was held, and they deferred to ICE, the US immigration and customs enforcement agency.
In a statement, ICE said: “Comprehensive medical care is provided from the moment individuals arrive and throughout the entirety of their stay.
“At no time during detention is a detained illegal alien denied emergency care.”
The Trump administration says it’s targeting criminals and people in the US illegally. But campaigners say Mr Ayala-Uribe’s death should not be viewed in isolation.
Images from Ismael’s funeral service
Since Donald Trump took office, at least 15 people have died in immigration detention.
Democrat senators Jon Ossoff and Raphael Warnock wrote a letter to the homeland security secretary, Kristi Noem, asking for more information about these deaths.
The senators claimed 10 people had died between January and June, and that it was the highest rate in the first six months of any year publicly available.
Sarah Houston, a lawyer for the Immigrant Defenders Law Centre, claims immigrants are being mistreated in custody.
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ICE raids: ‘This is like Vietnam’
“This administration’s main goal is to harm, to torture individuals and to try to force them out,” she said.
“The great increase we see in human rights abuses, in deaths, is a direct result of the administration’s decision to pack these detention centres as much as they can.”
Mr Ayala-Uribe’s funeral was held this week. Dozens of extended family and friends wore t-shirts bearing his face. A mariachi band played as his casket was lowered into the ground and his mother heaved with sobs.
As they absorb their loss, the effort to carry out the biggest mass deportation operation in US history continues.
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