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.”
A judge has postponed sentencing in Donald Trump’s hush money case and granted permission for his lawyers to seek a dismissal.
It comes after the Manhattan district attorney said he wouldn’t oppose a motion to delay the sentencing.
In May, a New York jury found Trump guilty of 34 counts of falsifying business records to commit election fraud.
It was the first time a US president had been convicted of or charged with a criminal offence.
Trump had tried to cover up “hush money” payments to a porn star in the days before the 2016 election.
When Stormy Daniels‘ claims of a sexual liaison threatened to upend his presidential campaign, Trump directed his lawyer to pay $130,000 (£102,000) to keep her quiet.
The payment buried the story and he later won the presidency.
Trump denied the charges and said the case was politically motivated. He also denied the sexual encounter took place.
New York State Supreme Court Justice Juan Merchan today delayed the sentencing, which had been due to take place on Tuesday.
The New York case revolved around payments to Stormy Daniels. Pic: AP
The office of district attorney Alvin Bragg had asked the judge to postpone all proceedings until Trump finishes his four-year presidency, which starts on 20 January.
Trump’s lawyers say the case should be dismissed because it will create “unconstitutional impediments” to his ability to govern.
Responding to Friday’s decision, a Trump campaign spokesman said: “The American People have issued a mandate to return him to office and dispose of all remnants of the Witch Hunt cases.”
The judge set a 2 December deadline for Trump’s lawyers to file their motion, while prosecutors have until 9 December to respond.
He did not set a new date for sentencing or indicate when he would rule on any motion to throw out the case.
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Even before Trump’s win in this month’s election, experts said a jail term was unlikely and a fine or probation more probable.
But his resounding victory over Kamala Harris made the prospect of time behind bars or probation even less likely.
Trump, 78, was also charged last year in three other cases.
One involved him keeping classified documents after he left office and the other two centre on alleged efforts to overturn his 2020 election loss.
A Florida judge dismissed the documents case in July, the Georgia election case is in limbo, and the Justice Department is expected to wind down the federal election case as it has a policy of not prosecuting a sitting president.
Trump last week nominated his lawyers in the hush money case, Todd Blanche and Emil Bove, for senior roles in the Justice department.
When he re-enters the White House, Trump will also have the power to shut down the Georgia and New York cases.
US
Pam Bondi: Key proponent of Trump’s false 2020 election claims set to head justice department after Gaetz withdrawal
Donald Trump has pledged for years to surround himself with ultra-loyalists who can mould his government to his vision without barriers.
That’s precisely why he picked Matt Gaetz. Now he’s out, Pam Bondi is in and she’s equally loyal.
Gaetz was uniquely unpopular on Capitol Hill but ultra-MAGA and ultra-loyal to the president-elect.
He was chosen by the president-elect to do his bidding inside the Justice Department as attorney general.
Critics called his pick “a red alert moment for democracy” and the man a “gonzo agent of chaos” – language that would surely only affirm Trump’s decision in his own proudly disruptive mind.
Matt Gaetz has withdrawn despite Trump putting him forward for attorney general. Pic: AP
If it wasn’t for the fact that the president-elect is himself a convicted felon, and a man found liable in a civil court of his own sexual offences, the prospect of Gaetz, with all his baggage, making it through the nomination process would have seemed remote.
But Donald Trump’s return to the White House suggested anything is possible.
And so, beyond his loyalty, Gaetz was Trump’s test for his foot soldiers on Capitol Hill. How loyal were they? Would they wave through anyone he appointed?
It turns out that Gaetz, and the storm around his private life, was too much for a proportion of them.
At least five Senate Republicans were flatly against Matt Gaetz’s confirmation. We understand that they communicated to other senators and those close to Trump that they were unlikely to be swayed.
They included the Republican old guard like Senator Mitch McConnell.
Beyond the hard “no” senators, there were between 20 and 30 other Republicans who were very uncomfortable about having to vote for Gaetz on the Senate floor.
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Trump pick Matt Gaetz withdraws
The key question is whether Gaetz was Trump’s intentional wild card crazy choice that he knew, deep down, would probably never fly.
Was Gaetz the candidate he had accepted would be vetoed by senators – who would then feel compelled to wave the rest of his nominees through?
Will Pete Hegseth’s alleged sexual impropriety concern them as they consider the suitability of the former Fox News host and army major to run the Department of Defence?
What about Tulsi Gabbard, the candidate Russian state TV calls ‘our girl’, and the appropriateness of her running America’s intelligence agencies?
These are all appointments that the politicians on Capitol Hill must consider and confirm in the weeks ahead.
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We don’t yet know who Trump will choose to direct the FBI.
There are some names being floated which will make the establishment of Washington shudder but then that’s precisely why Trump was elected. He is the disrupter. He said so at every rally, on repeat.
He was quick to pivot to another name to replace Gaetz.
Bondi is the former attorney general of Florida. Professionally she is in a different league to Gaetz. She’s been a tough prosecutor, with a no-nonsense reputation.
She is also among the most loyal of loyalists. Her attachment to Trump stretches way back.
Pam Bondi speaks during a Trump rally in November 2024. Pic: Reuters
I first came across her in Philadelphia in November 2020 when she was among Trump surrogates claiming the election back then had been stolen from them by Joe Biden and the Democrats.
She was a key proponent of the false claims the election had been rigged and Trump was the rightful winner.
The court cases concluding that was all nonsense didn’t seem to convince her.
Now she is poised to head up the Department of Justice as the country’s top law enforcement official.
US
Donald Trump on day one: Pace of change ‘like nothing you’ve seen in history’, warns campaign official
Within hours of taking office, president-elect Donald Trump plans to begin rolling out policies including large-scale deportations, according to his transition team.
Sky News partner network NBC News has spoken with more than half a dozen people familiar with the executive orders that his team plans to enact.
One campaign official said changes are expected at a pace that is “like nothing you’ve seen in history”, to signal a dramatic break from President Joe Biden’s administration.
Mr Trump is preparing on day one to overturn specific policies put in place by Mr Biden. Among the measures, reported by sources close to the transition team, are:
• The speedy and large-scale deportations of illegal immigrants
• Ending travel reimbursement for military members seeking abortion care
• Restricting transgender service members’ access to gender-affirming care
But much of the first day is likely to focus on stopping illegal immigration – the centrepiece of Trump’s candidacy. He is expected to sign up to five executive orders aimed at dealing with that issue alone after he is sworn in on 20 January.
“There will without question be a lot of movement quickly, likely day one, on the immigration front,” a top Trump ally said.
“There will be a push to make a huge early show and assert himself to show his campaign promises were not hollow.”
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Donald Trump ally Matt Gaetz has withdrawn his name from consideration to be the next US attorney general.
But Mr Trump’s campaign pledges also could be difficult to implement.
Deporting people on the scale he wants will be a logistical challenge that could take years. Questions also remain about promised tax cuts.
Meanwhile, his pledge to end the war between Russia and Ukraine in just 24 hours would be near impossible.
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Even so, advisers based at Mr Trump’s Mar-a-Lago resort or at nearby offices in West Palm Beach, Florida, are reportedly strategising about ending the wars in Ukraine and the Middle East.
Following his decisive victory on 5 November, the president-elect has moved swiftly to build a cabinet and senior White House team.
As of Thursday, he had selected more than 30 people for senior positions in his administration, compared with just three at a similar point in his 2016 transition.
Stephen Moore, a senior economic adviser in Mr Trump’s campaign, told NBC News: “The thing to realise is Trump is no dummy.
“He knows he’s got two to three years at most to get anything done. And then he becomes a lame duck and we start talking about [the presidential election in] 2028.”
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