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Musk tries to reassure advertisers on Twitter after chaos

By BARBARA ORTUTAY and MATT O’BRIEN – AP Technology Writer

Elon Musk tried to reassure big companies, which he advertised on Twitter Wednesday, that the chaotic takeover of his social media platform would not harm their brands. user experience.

The latest erratic move to come to the minds of the big advertisers the company relies on for revenue is Musk’s decision to scrap a new “official” label for its high-profile Twitter account just hours after it was introduced. did.

Twitter on Wednesday began adding gray labels to some high-profile accounts, including those from brands such as Coca-Cola, Nike and Apple, to indicate that they are genuine. After a few hours the labels started to fade.

The billionaire Tesla CEO told advertisers in a live conversation on Twitter: “It didn’t address the core issue.”

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Musk’s comments were his broadest comments about Twitter’s future since the company signed a deal to buy the company for $44 billion late last month.

The rollout of “official” labels hours ago seemed arbitrary, with some politicians, news outlets and celebrities getting labels and others not.Musk acknowledges confusion He accepted his role as a “Twitter Complaint Hotline Operator” and called on users to submit complaints.

Media sites such as the Associated Press, New York Times, Washington Post, and Wall Street Journal received official designations, as did most major corporate brands.

The labels were causing confusion before they disappeared. For example, users in London could see the “Official” label attached to her BBC News account, but users in the US could not see the label.

YouTube personality and writer John Green jokingly stated that he got the label, but his younger brother and “video blogging” partner Hank Green was not hired. But then John Green’s label also disappeared. Marquez Brownlee, another popular YouTuber who posts videos about technology, drew Musk’s own attention when he tweeted that he got the label and then tweeted again that the label had disappeared.

“I killed it,” Musk replied, though at first it wasn’t clear if he was referring to the Brownlee label specifically, or the project as a whole.

The site’s current system of using what is known as a “blue check” to verify account authenticity will soon be discontinued for users who do not pay a monthly fee.Checkmark will be available on a date yet to be announced for anyone wishing to pay $7.99 monthly subscription, This also includes some bonus features like fewer ads and the ability to display tweets more prominently than those from non-subscribers.

The platform’s current verification system has been in place since 2009 and was created to ensure that high-profile public accounts are who they say they are.

Experts have expressed concern that making checkmarks available to anyone for a fee could lead to spoofing and the spread of misinformation and fraud.

The gray label — a color that tends to blend into the background whether you scroll through Twitter in light or dark mode — was clearly a compromise. But more confusion was expected, as Twitter users accustomed to the blue check as a sign of authenticity would have to look for the less obvious “official” designation.

Esther Crawford, a Twitter employee working on a verification overhaul, said: said on Twitter on Tuesday When a new system is started, the “Official” label is added to “Selected Accounts”.

“Not all previously verified accounts get an ‘official’ label, and labels cannot be purchased. viral photo It shows her sleeping on the floor of her Twitter office while she works to meet her mask deadline.

Crawford said those who will receive the label include government accounts, commercial enterprises, business partners, major media outlets, publishers and some public figures. After it started to fade, she took to Twitter again and said, “There are no more sacred cows in Twitter’s products.”

“Elon is happy to try many things. Many fail, but some succeed,” she said. “The goal is to find the right mix of successful changes to ensure the long-term health and growth of the business.”

We have approximately 423,000 verified accounts under the outgoing system. Many of them belong to celebrities, corporations, politicians, and the press.

However, the majority of verified accounts belong to individual journalists, some of whom have only a few followers in local newspapers and news sites around the world. The idea was to check on the reporter so he couldn’t use his identity to push false information on her Twitter.

AP Business Writer Mae Anderson contributed to this report.

Copyright 2022 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission. Musk tries to reassure advertisers on Twitter after chaos

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