Olin Business School marketing expert, Michael Wall shared that all organizations should “closely monitor the situation to minimize risk to their brands.” article asserts that companies focused on protecting their brand, retaining talent, and shoring up their customers should consider putting Twitter on hold. 37%.Īll these factors are causing companies to re-evaluate their use of Twitter. Consider the impact when a fake Eli Lilly account – with a blue check mark indicating it was authentic – posted that insulin is now free. With changes to its verification process and policies that may increase hate speech, Twitter seems to be offering more reputational risk instead of opportunity. There are also concerns about stability at Twitter amid massive layoffs, including top executives and reports that indicate a significant decline in the company’s most active users. Since Elon Musk took over at Twitter, an increasing number of advertisers have suspended activity on Twitter, while staffing cuts, changed policies and fake accounts have created chaos.Īccording to DigiDay, “GroupM, the world’s largest media buying agency, is telling clients that Twitter is now a ‘high risk’ media buy following a barrage of controversies, U-turns and confusion that capped off Elon Musk’s second week as the owner of the social network.”
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