Elon Musk and the Sad Mod Theory of Social-Media CEOs

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Elon Musk and the Sad Mod Theory of Social-Media CEOs
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A look back at Musk’s first few months in charge of Twitter suggests a leader struggling with a strange and confusing sort of impotence and taking it out on the people over which he has actual control. jwherrman writes

Photo-Illustration: Intelligencer; Photo: Christopher Pike/Bloomberg via Getty Images

Overall, this is a pretty good deal as far as social-media companies are concerned. You provide a venue, your users provide free labor and attention, and advertisers pay you to get a piece of the action. Charitably, from the outside, they’re providing something like communications infrastructure. Squint and it looks a little bit like landlordism. Consume enoughon TikTok and it looks like the most spectacular passive-income scheme of all time.

But who wanted that? Employees were still waiting to be given a coherent vision for what Twitter 2.0 could be. They lacked basic information about the new company, like how they would be compensated now that Twitter was no longer a public company with easily sellable stock. Employees knew what Musk didn’t want — content moderation, free gourmet lunches, people working from home — but had few clues as to what he did want.

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