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.”
President Joe Biden has invited Donald Trump for a meeting at the White House today.
This is what we expect is likely to happen.
Guest List
The meeting takes place at 11am local time (4pm UK time). It’s unclear whether they’ll be joined by anyone else for the “meet and greet”.
The final plans are still fluid but, as of last night, vice president Kamala Harris wasn’t expected to attend and JD Vance, the vice president-elect, hadn’t received an invitation from her.
The future first lady, Melania Trump, has been invited to accompany her husband on the visit but it’s thought unlikely she will attend. She did make the visit in 2016 and had tea in the Yellow Oval Room with the then first lady Michelle Obama.
It’s unclear whether the current first lady, Dr Jill Biden, will participate, although she is scheduled to be at the White House.
Enemies Reunited
The Oval Office meeting will be the first between Mr Biden and Mr Trump since the pair shared a TV debate stage in Atlanta last June. It was the night Mr Biden’s gaffes cost him the candidacy.
On that occasion, there was no handshake between the two old enemies and the mood darkened as the verbal sparring began.
“I really don’t know what he said at the end of that sentence,” said Mr Trump. “I don’t think he knows what he said either.”
Mr Biden said of Mr Trump: “You’re the sucker, you’re the loser.”
Read more:
The big numbers behind Trump’s attempt to shape his legacy
Bluesky gets surge in users switching from X after US election
It was the language of loathing that has long characterised the pair’s interactions. In the past, Mr Biden has called Mr Trump a “threat to this nation”, and Mr Trump has called Mr Biden “stupid”, and a “low-IQ individual”.
And remember, Mr Trump has threatened to pursue retribution against Mr Biden, stating he would hire a “real special prosecutor” to go after him.
On this historic occasion, expect the coldest handshake in American history.
Precedent
Former president Barack Obama invited then president-elect Trump to meet at the White House two days after the 2016 election.
The sit-down in the Oval Office lasted approximately 90 minutes and Mr Obama called it “an excellent conversation” that was “wide-ranging”.
Then vice-president Biden met with then VP-elect Mike Pence during that time as well.
Six days later, the Bidens hosted the Pences at their home.
Mr Trump did not invite Mr Biden for a 2020 visit to the White House, while refusing to concede the election.
In snubbing Mr Biden, Mr Trump bucked a presidential tradition that had gone back decades.
Former president George W Bush hosted Mr Obama in 2008 and Laura Bush hosted Michelle Obama, while former president Bill Clinton hosted Mr Bush in 2000.
What will Mr Biden and Mr Trump discuss?
There is no published agenda but there’s every chance we’ll hear it first hand from either, or both. TV cameras will film the event and both men will have the opportunity to take questions.
Following his 2016 meeting with Mr Trump, then president Barack Obama said: “We talked about some of the organisational issues in setting up the White House. We talked about foreign policy.
“We talked about domestic policy and, as I said last night, my number-one priority in the coming two months is to try to facilitate a transition that ensures our president-elect is successful.”
It is a familiarisation meeting, as much as anything else. Senior staffers, on both sides, will also meet their counterparts.
Keep up with all the latest news from the UK and around the world by following Sky News
What’s in it for them?
For both men, this meeting symbolises an orderly transition of power.
Presidents, outgoing and incoming, working for the good of the country. It works for Mr Trump because why wouldn’t it? He won decisively and will survey the spoils.
It works for Mr Biden because a peaceful transition represents everything that, for him, Mr Trump doesn’t: respect for the office, respect for the people and respect for democracy.
As much as this meeting is wrapped up in the politeness of protocol, it has hard politics at its heart.
Donald Trump has confirmed Elon Musk will co-lead the new department of government efficiency.
The president-elect said on Tuesday that the Tesla and X owner – who is also the world’s richest man – will work with former Republican presidential candidate Vivek Ramaswamy to lead the department, which is known as DOGE for short.
The appointment fulfils a promise Mr Trump made to the tech billionaire after he endorsed him in the race for the White House, and poured more than $119m (£92m) canvassing for him in the seven battleground states.
In a statement, the president-elect said Mr Musk and Mr Ramaswamy “will pave the way for my administration to dismantle government bureaucracy, slash excess regulations, cut wasteful expenditures, and restructure federal agencies”.
Donald Trump and Elon Musk in Butler, Pennsylvania. Pic: AP
Despite its name, the DOGE is not a government agency and is instead set to provide “advice and guidance” from the outside of government.
The statement released by Mr Trump said it will partner with the office of management and budget to “drive large scale structural reform, and create an entrepreneurial approach to government never seen before”.
This will likely mean both Mr Musk and biotech entrepreneur Mr Ramaswamy will be allowed to continue working in the private sector and serve without Senate approval, Sky News’ US partner network NBC reported, as they would technically not be federal workers.
Vivek Ramaswamy will lead the department with Mr Musk. Pic: AP
Federal employees are generally required to disclose their assets to ward off any potential conflicts of interest, and to divest significant holdings relating to their work.
After being elected president in 2016, Mr Trump handed over control of his business empire to his sons in order to try and avoid a conflict of interest. The move was later criticised by the director of the office of government ethics that it did not go far enough and Mr Trump “still [knew] what he owned”.
‘More efficiency and less bureaucracy’
A deadline of 4 July 2026 has been put in place for the new DOGE to conclude its work.
The DOGE acronym coincides with a popular meme and the name of the cryptocurrency Dogecoin that Mr Musk promotes.
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What Musk stands to gain from Trump
Mr Trump added: “A smaller government, with more efficiency and less bureaucracy, will be the perfect gift to America on the 250th Anniversary of The Declaration of Independence. I am confident they will succeed!”
Mr Musk said in the statement that the department will “send shockwaves through the system, and anyone involved in government waste”.
The billionaire has said in the past he wants to cut $2trn from the federal budget but has provided few details on what he would cut.
Meanwhile, Mr Ramaswamy, who threw his support behind Mr Trump after suspending his own bid for the presidency in January, previously called for mass lay-offs in federal agencies.
The union representing federal workers said in a statement on Tuesday that if the DOGE implements these recommendations, or ones similar, it would “mean massive cuts” to multiple departments.
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How Trump won the election
In a string of picks for his second administration, Mr Trump also named Fox New host and army veteran Pete Hegseth as defence secretary and said he would nominate former director of national intelligence John Ratcliffe to be director of the CIA.
Earlier this week, the president-elect named Susie Wiles – who ran his 2024 presidential campaign – as his White House chief of staff, the first woman in history to take up one of the most important non-elected roles in Washington.
Keep up with all the latest news from the UK and around the world by following Sky News
Florida senator Marco Rubio is reported to be named as secretary of state, who serves as the president’s chief foreign affairs adviser and the country’s top diplomat.
If chosen, Mr Rubio would be first Latino member of the president-elect’s top team, but Mr Trump could still change his mind on the appointment.
Below is a list of all the appointments Mr Trump has made for his administration so far:
• Susie Wiles, White House chief of staff
• Pete Hegseth, secretary of defence
• Mike Waltz, national security adviser
• Tom Homan, “border czar”
• Elise Stefanik, United Nations ambassador
• Stephen Miller, deputy chief of staff for policy
• Lee Zeldin, head of the Environmental Protection Agency
• Mike Huckabee, ambassador to Israel
• Steven Witkoff, special envoy to the Middle East
• John Ratcliffe, CIA director
• William McGinley, White House counsel
• Kristi Noem, secretary of homeland security.
A member of the Massachusetts Air National Guard who leaked classified Pentagon information has been jailed for 15 years.
Jack Teixeira shared documents that contained information about the war in Ukraine on the messaging platform Discord.
The leak exposed information about troop movements in Ukraine, and the provision of supplies and equipment to Kyiv’s soldiers.
He began sharing the documents in 2022, Sky News’ US partner network NBC News reported, and had held top-secret security clearance since the year before.
Teixeira pleaded guilty earlier this year to six counts of wilful retention and transmission of national defence information following his arrest in the most consequential national security case in years.
Wearing an orange jumpsuit, he showed no visible reaction as he was sentenced by US district judge Indira Talwani.
Before being sentenced, he apologised for his actions, saying: “I wanted to say I’m sorry for all the harm that I brought and caused.”
He referenced the “maelstrom” he created and added: “I understand all the responsibility and consequences fall upon my shoulders alone and accept whatever that will bring.”
Afterwards, Teixeira, of North Dighton, Massachusetts, hugged one of his lawyers and looked toward his family and smiled, before being led away.
Jack Teixeira, a member of the US Air National Guard. Pic: Reuters
The security breach raised alarm over America’s ability to protect its most closely guarded secrets and left the Biden administration scrambling to try to contain the fallout.
The leaks were also embarrassing for the Pentagon which tightened controls and disciplined members who failed to take necessary action over the 22-year-old’s suspicious behaviour.
Read more from Sky News:
What is Discord?
Megan Fox announces pregnancy
Kremlin denies Trump-Putin call
Dog helps police catch owner’s killer
A court sketch of Teixeira. Pic: AP
Assistant US attorney Jared Dolan said Teixeira’s sentencing would “be a cautionary tale for the men and women in the US military”.
Teixeira’s own lawyers said that while his actions were criminal, they were never intended to “harm the United States”.
A smashed tablet recovered from bins near Teixeira’s home. Pic: AP
Keep up with all the latest news from the UK and around the world by following Sky News
“Instead, his intent was to educate his friends about world events to make certain they were not misled by misinformation,” the lawyers claimed.
Prosecutors in court said he tried to cover his tracks as they found a smashed tablet, laptop and Xbox in a rubbish bin at his house.
Teixeira, who was part of the 102nd Intelligence Wing at Otis Air National Guard Base in Massachusetts, worked as a cyber transport systems specialist – an information technology specialist responsible for military communications networks.
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