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Insecure and callous
On Tuesday, Musk gathered a group of engineers and advisors into a room at Twitter’s headquarters looking for answers. Why are his engagement numbers tanking?
“This is ridiculous,” he said, according to multiple sources with direct knowledge of the meeting. “I have more than 100 million followers, and I’m only getting tens of thousands of impressions.”
One of the company’s two remaining principal engineers offered a possible explanation for Musk’s declining reach: just under a year after the Tesla CEO made his surprise offer to buy Twitter for $44 billion, public interest in his antics is waning.
Employees showed Musk internal data regarding engagement with his account, along with a Google Trends chart. Last April, they told him, Musk was at “peak” popularity in search rankings, indicated by a score of “100.” Today, he’s at a score of nine. Engineers had previously investigated whether Musk’s reach had somehow been artificially restricted, but found no evidence that the algorithm was biased against him.
Musk did not take the news well.
“You’re fired, you’re fired,” Musk told the engineer.
https://www.platformer.news/p/elon-musk-...r-engineer
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At 2:36 on Monday morning, James Musk sent an urgent message to Twitter engineers.
“We are debugging an issue with engagement across the platform,” wrote Musk, a cousin of the Twitter CEO, tagging “@here” in Slack to ensure that anyone online would see it. “Any people who can make dashboards and write software please can you help solve this problem. This is high urgency. If you are willing to help out please thumbs up this post.”
When bleary-eyed engineers began to log on to their laptops, the nature of the emergency became clear: Elon Musk’s tweet about the Super Bowl got less engagement than President Joe Biden’s.
Biden’s tweet, in which he said he would be supporting his wife in rooting for the Philadelphia Eagles, generated nearly 29 million impressions. Musk, who also tweeted his support for the Eagles, generated a little more than 9.1 million impressions before deleting the tweet in apparent frustration.
Within a day, the consequences of that meeting would reverberate around the world, as Twitter users opened the app to find that Musk’s posts overwhelmed their ranked timeline. This was no accident, Platformer can confirm: after Musk threatened to fire his remaining engineers, they built a system designed to ensure that Musk — and Musk alone — benefits from previously unheard-of promotion of his tweets to the entire user base.
In recent weeks, Musk has been obsessed with the amount of engagement his posts are receiving. Last week, Platformer broke the news that he fired one of two remaining principal engineers at the company after the engineer told him that views on his tweets are declining in part because interest in Musk has declined in general.
His deputies told the rest of the engineering team this weekend that if the engagement issue wasn’t “fixed,” they would all lose their jobs as well.
https://www.platformer.news/p/yes-elon-m...ial-system
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On Wednesday, Twitter employees had the tech equivalent of a snow day: the company’s Slack instance was down for “routine maintenance,” they were told, and the company was implementing a deployment freeze as a result.
That same day, Jira – a tool Twitter uses to track everything from progress on feature updates to regulatory compliance – also stopped working. With no way to chat and no code to ship, most engineers took the day off.
Jira access was restored on Thursday. But Platformer can now confirm that Slack wasn’t down for “routine maintenance.” “There is no such thing as routine maintenance. That’s bullshit,” a current Slack employee told us.
In this as in so many other things, Twitter hasn’t paid its Slack bill. But that’s not why Slack went down: someone at Twitter manually shut off access, we’re told. Platformer was not able to learn the reason prior to publication, though the move suggests Musk may have turned against the communication app — or at least wants to see if Twitter can run without Slack and the expenses associated with it. (Musk’s Tesla uses a Slack competitor called Mattermost for in-house collaboration, and Microsoft Outlook and Teams for email and meetings.)
For Twitter employees, Slack is more than a way to message colleagues: it’s also a store of institutional memory, preserved in documents that workers have had to rely on more and more since Musk purged thousands of employees since taking over.
https://www.platformer.news/p/new-cracks...ks-twitter
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Elon Musk's Twitter Inc laid off dozens of employees on Saturday in what is at least the eighth round of job cuts since Musk took over the social network in late October, the Information reported.
The job cuts impacted multiple engineering teams, including those supporting advertising technology, the main Twitter app as well as technical infrastructure to keep Twitter's systems up and running, the report in the U.S. technology focused publication said early on Sunday, citing people with direct knowledge of the matter.
https://www.channelnewsasia.com/business...ts-3306466
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Another Twitter alternative, Bluesky, just gained Matt Levine
https://adragonhoard.blogspot.com/2023/0...itter.html
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