Twitter’s Flaws Snag Elon Musk’s Media Ambitions
The executive wants Twitter to be a major media platform and public square but technical glitches could hamper those goals
By
Sarah E. Needleman
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Updated May 25, 2023 1:56 pm ET
Elon Musk’s ambitions to make Twitter a major media platform suffered a setback Wednesday when
technical issues delayed the launch of Republican
Ron DeSantis’s presidential campaign, raising questions about whether the company has enough employees to keep it humming smoothly and challenge rivals as he intends.
Since his $44 billion deal to buy Twitter last year, Musk has maintained that he wants the platform to be the go-to online venue for prominent figures, companies and others to post content and make announcements.
He has also significantly shrunk Twitter’s staff and suggested other companies should follow suit. At The Wall Street Journal’s
CEO Council Summit this week, he said
many employers had too many people and they could boost productivity with leaner staffs.
Both of those positions drew attention Wednesday night after
Twitter suffered technical problems during the DeSantis event. As the Florida governor was set to speak on Twitter Spaces, a live audio-only feature, many users said the technology wasn’t working for them and that the audio was going in and out.
There was “just a massive number of people online, so the servers are straining somewhat,” Musk said at one point.
Roughly 20 minutes after it was scheduled to begin, the event was transferred from Musk’s Twitter account to that of his associate, technology investor David Sacks.
A tweet from Sacks featuring a recording of the event said: “Twitter performed great after some initial scaling challenges.”
The platform showed roughly 300,000 listeners tuning in near the close of the event late Wednesday. Sacks’s tweet said more than three million users tuned in, a number that was increasing Thursday morning, suggesting it included users who listened live as well as afterward.
The setback comes after another high-profile figure, former Fox News anchor Tucker Carlson, revealed plans earlier this month
to launch a show on Twitter. Carlson was one of Fox’s most popular anchors and could draw new users to the platform, raising the stakes for ensuring it doesn’t malfunction.
Fox News parent
Fox Corp. shares common ownership with Journal publisher News Corp.
“Political figures and anyone for that matter have to factor in the risk from the platform,” said Republican digital strategist Eric Wilson.
He added that the benefits of running Twitter Spaces events and tweeting in general likely outweigh the potential for glitches. “You don’t have to deal with someone else’s agenda,” he said. “You get to go direct to the consumer.”
Former Fox News anchor Tucker Carlson has said he plans to launch a show on Twitter. PHOTO: JASON KOERNER/GETTY IMAGES
Twitter Spaces launched two years ago and hosts have ranged from K-pop artists and Hollywood actors to cryptocurrency enthusiasts and musicians. It initially faced competition from the app Clubhouse, which soared in popularity during the pandemic but later lost its footing.
It isn’t immediately clear whether the technical glitches during the DeSantis event could’ve been prevented had the company had higher staffing levels.
But a lack of staff and poor planning can lead to such results, said Rahul Telang, a professor of information systems at Carnegie Mellon University’s Heinz College.
“That’s exactly what happens when there’s turmoil in a company and half your staff leaves or you fire them,” said Telang. “This was a big event that required serious planning on the back end.”
Twitter didn’t comment.
Musk wants Twitter to be a major media platform and public square.
www.wsj.com