Linda Yaccarino, Twitter's new CEO, faces the challenge of transitioning from traditional to social media. With her ad sales experience at NBC, she must navigate controversies and win back advertisers who left. 📷: Santiago Felipe/Getty Images
Since Musk’s acquisition of Twitter in October, a string of vendors has sued the company for failing to pay for software, office space, and other services. Hordes of laid-off and fired staff areover the hasty handling of their departures. Even Twitter’s janitors went on strike over non-renewal of their services.
About the only company to reach a fresh deal with Twitter since Musk’s reign began has been Yaccarino’s previous employer, NBCUniversal. The companythat it would promote its 2024 Paris Olympics content on Twitter, expanding on efforts during previous games. Placating landlords and software vendors could be a new adventure for Yaccarino, who is more familiar with media deals. But that’s just a start. Regulators such as thehave been questioning Twitter’s compliance with privacy rules and other legal requirements under Musk. Brokering quick settlements on all the various fronts could help clear some of the clouds hanging over Twitter, but it may take time for Yaccarino to get up to speed.
How old-school tactics like those fit with Musk’s frugality is unclear. He’s known for pushing employees at his other companies toto radically bring down the costs of mass producing rockets and electric cars. Yaccarino will have to work with Musk to make Twitter more friendly to advertisers—for instance, by improving systems that measure whether ads drive purchases or brand recognition—without increasing labor and technology costs.
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