Twitter tumult has big LI users uneasy but not jumping off platform
If Twitter "becomes a place that’s just hate, then I’m off,” says Hilary Topper, president of HJMT Public Relations in Long Beach. Credit: Yeong-Ung Yang
Elon Musk's $44 billion takeover of Twitter has caused turmoil among followers of the social media platform, and Long Islanders are no exception.
Several national celebrities have already left Twitter and several brands like General Mills have reportedly temporarily paused advertising on the platform out of concern the guardrails against hateful or otherwise objectionable content will break down.
Further, experts question Musk’s plan to offer blue verification check marks to users paying $7.99 a month for a subscription, fearing the once-free verification process — designed to assure tweet posters are genuine and not imposters — could become watered down.
Among Long Island businesses and social media influencers, there are mixed feelings about whether to stay on the platform.
“I’m going to wait and see what happens,” says Hilary Topper, president of Long Beach-based HJMT Public Relations and author of Branding in a Digital World, who has over 9,000 Twitter followers. “If it becomes a place that’s just hate, then I’m off.”
She said she’s concerned about Twitter charging for the blue verified badge, which has been used to let “people know that an account of public interest is authentic, “ according to Twitter’s site.
In the past, getting this coveted check next to your name meant you had met strict verification requirements, Topper says. Those requirements, still posted on the Twitter site, include providing government issued ID or an official website, and proving prominence through news coverage, search history or other recognition.
It’s not yet clear how the verification process will work under the new subscription model, which could go live as soon as Wednesday, according to published reports.
Andrew Catalano, chief innovation officer at Austin Williams, a Hauppauge-based advertising and digital marketing agency, was optimistic.
“I think it’s foolish to assume that Twitter is going to throw all these rules out the window in exchange for $8 a month,” Catalano said.
Andrew Catalano of Austin Williams says some clients are concerned about being associated with Twitter content that might not be “brand safe.” Credit: Austin Williams
But since Musk's takeover, he said some clients have questioned if they should move their advertising dollars off Twitter, mainly concerned about association with content that might not be “brand safe.”
Though Musk has vowed not to let Twitter become a “free-for-all hellscape,” he has signaled he believed Twitter under past ownership became too restrictive. But critics say he has also amplified misinformation from far-right conspiracists, and the mass layoffs he carried out last week have stoked doubt about Twitter's capacity for content moderation, let alone Musk's commitment to it.
Catalano said for many brands the decision will come down to the risk factor and “how strongly they feel.”
Entrepreneur Andrew Hazen says he’s not planning to abandon Twitter. Hazen is CEO of Jericho-based bagel chain Bagel Boss and LongIsland.com, a local media company. The site’s Twitter account, @longisland, is verified with a blue check mark and has more than 35,000 followers.
“I’m not concerned about the takeover and changes,” he said.
Entrepreneur Andrew Hazen says he won't leave Twitter, but said the verification feature could become "less attractive" if it gets watered down. Credit: Newsday/J. Conrad Williams Jr.
But he said he is concerned whether the verification process will be watered down, noting he’s been trying to get @bagelboss verified for a couple of years and in the past it has been a rigorous process.
If that changes, then verification is “less attractive,” he says, but he will still remain on the platform.
Jillian Weston, owner and founder of Jillian’s Circus, an Oceanside-based digital marketing agency and incoming president of the Social Media Association, says she’s also not planning to leave.
But she said the platform over time has become “so angry,” and she hopes Musk figures out a way to make it “more valuable and positive for the general public.”
Jillian Weston, owner of online marketing company Jillian's Circus, said Twitter has become “so angry.” She hopes Elon Musk can make it “more valuable and positive." Credit: johnny milano
The alarm in the Twitter community has also drawn more attention to other social networks like Mastodon, which some people are touting as an alternative to Twitter. It identifies itself as “free and open-source software” that is “independent always.”
Weston just signed up for the site not to replace Twitter, but rather to see what it’s all about.
While she's not planning to leave Twitter, others are taking steps just in case they do.
Beth Granger, a Port-Washington-based social media trainer, consultant and speaker, has downloaded her Twitter archive “in case I decide to leave.” Credit: John DeMato
Beth Granger, a Port Washington-based social media trainer, consultant and speaker, said Monday that she downloaded her Twitter archive “in case I decide to leave.”
This includes tweets, direct messages, and a list of followers, she said.
For now, she's taking a “wait and see” approach.
“Who knows what’s going to happen,” Granger said.
