Elon Musk, CEO of Tesla (the automaker leading the electric revolution), chief of SpaceX (the aerospace company that carries satellites and NASA crews to the International Space Station), the father of Starlink (the constellation of satellites that allow people to access the internet from everywhere), just bought Twitter at the end of a roller-coaster negotiation.
His first move was unceremoniously firing (at least) four executives, including CEO Parag Agrawal who was escorted out of Twitter’s headquarters, almost as it happened a few days ago to the former head of Chinese President Hu Jintao during the congress of the Chinese Communist Party.

What now?
In recent weeks Musk has said many things. Some of them blatantly contradictory: to help humanity, to fivefold Twitter’s revenues, to turn it into a super app called “X, to make it an oasis for “free speech”, to keep it moderated because “it cannot become a free-for-all hellscape”. Thank God, he never mentioned the “Metaverse”. Not yet, anyway.

Besides the initial euphoria, Twitter has cost a fortune ($44 billion) and its profits have always been meagre, or worse. As lofty as his long-term vision is, Musk has a daunting challenge ahead. Social media companies are getting slammed by dwindling ad budgets, and Twitter specifically is struggling to retain its power users. Adding pay-subscriptions and/or further flooding the tweet-walls with ads may worsen the flee of users.
I am not optimistic. New social media are popping out as mushrooms after a rainy day. They attract the youngsters and Twitter seriously risk becoming just the “official” voice of governments, politicians, and companies. It may look a good thing, those people have deep pockets, but advertising on a wall full of press-releases may not be appealing to media agencies.

However, I am confident that Elon Musk must have a better nose for business than I and most of the people who, like me, talk about his moves sitting at their desks.

He probably knows something we don’t.