Shulou(Shulou.com)11/24 Report--

Beijing, Nov. 2 (Xinhua) Twitter is facing an exodus of executives and advertisers as the world's richest man, Elon Musk, joins Twitter to lay off staff and adjust its products.

At least five top Twitter executives have left the company in recent days, two of them announced on Twitter on Tuesday, according to information and public statements from people familiar with the matter. They did not give a reason for their resignation. More senior executives are likely to leave in the future, people familiar with the matter said.

The recently departed executives include Leslie Berland, chief marketing officer; Jay Sullivan, head of products; Sarah Personette, chief customer officer who manages the company's relationship with advertisers; Dalana Brand, head of human and diversity; and Nick Caldwell, executive in charge of core technologies such as infrastructure.

Their departure leaves little of Twitter's original management. Don't forget that Musk has fired four executives since completing the Twitter acquisition, including CEO Palag Agravar (Parag Agrawal), CFO Ned Siegel (Ned Segal), policy director Vijaya Vijaya Gadde (Vijaya Gadde) and general counsel Sean Sean Edgett.

At the same time, the arrival of Musk has made Twitter advertisers more and more uneasy. Advertising is Twitter's main source of revenue, accounting for about 90% of Twitter's revenue.

Musk will meet with advertising company executives in New York this week, but he has spooked some advertisers because he has said he will relax Twitter's censorship rules, which could lead to a surge in false information and other toxic content.

IPG, one of the world's largest advertising agencies, issued a recommendation through its media agency on Monday calling on customers to temporarily suspend spending on Twitter because of content censorship concerns, according to three people familiar with the matter. The Global Alliance for responsible Media also said this week that it was watching how Twitter plans to deal with content censorship. The Global Alliance for responsible Media is an alliance of platforms, advertisers and industry groups dedicated to combating harmful content on social media.

Paysenette, Twitter's chief client officer, met with Musk last week to discuss Twitter's advertising partnership. Musk then posted an open letter to advertisers saying that Twitter would not become a "hellish place to do whatever it wants". He also said Twitter would set up a committee to advise on content trials. In a tweet announcing her departure, Paysenette said she believed Musk's team "understands the importance of adhering to the standards set by the Global responsible Media Alliance."

IPG is a holding company with a number of agencies that handle advertising spending. Its clients include American Express, Coca-Cola, Johnson, toymakers Mattel and Spotify. Its Mengbo advertising department manages about $40 billion in global marketing investment.

Katie Klumper, CEO of Black Glass, a consultancy owned by IPG, said the company had surveyed many clients, including Walmart, Pepsi and Cadillac, and most of them said they planned to suspend spending on Twitter until they were more clear and confident about the direction of the platform.

Boycotting Twitter on Tuesday, more than 40 civil rights groups sent an open letter to 20 top advertisers on Twitter, urging them to suspend ads on Twitter if they found that Musk had abandoned the platform's content censorship safeguards. The letter, organized by Free Press and American Media Affairs, signed by GLAAD and naacp, was sent to CEO of Apple, Google, Amazon, CBS, Coca-Cola, Disney, Mondelez International and Procter & Gamble.

"even if Mr Musk does only a small part of what he has promised, Twitter will not and cannot become a safe platform for brands," the groups said in the letter. "advertisers need to take urgent action."

Nicole Gill, co-founder and executive director of the digital rights group Accountable Tech, said: "Musk is an unpredictable billionaire who promises to remove the key safeguards imposed by Twitter and return to the platform those extremists who have repeatedly spread hatred, incited violence and undermined our democracy."

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