Sure, We Must Speak About Twitter.

Yes, We Have to Talk About Twitter.

The opinions expressed inside this story are solely the writer’s and don’t replicate the opinions and beliefs of Search Engine Journal or its associates.

Greetings, web optimization execs, digital entrepreneurs, journalists, and curious minds amongst us. For I’ve the pleasure, the privilege, nay, the pleasure of addressing my very first official “Letter From the Editor” to such an esteemed viewers.

And as a lot as I hate to kick issues off on this observe: We’ve to speak about Twitter.

I do know, I do know. You don’t wish to discuss Twitter. I don’t wish to discuss Twitter. No person desires to speak about Twitter. However would you somewhat discuss concerning the U.S. midterm elections? Yeah, me neither.

Let’s begin with an especially broad timeline of occasions. You understand the outdated trope: Billionaire Boy meets social media, social media offers into Billionaire Boy’s typically nonsensical ramblings and, subsequent factor you understand, Billionaire Boy is providing (threatening?) to buy one such social media platform, solely to desert it on the altar and are available working again for an precise buy.

Forgive me; I’ve a penchant for storytelling.

And since then, it’s been genuinely troublesome to maintain up – even for these of us who dwell within the trenches of this {industry}’s information.

How a lot does Twitter Blue cost, anyway (that’s, if it still exists)? Are just lately laid-off workers really being requested again? What’s “free speech,” anyway, if you’re not making jokes about Twitter’s new proprietor? And, actually – what the heck is Mastodon? (I just lately joined that final one, really – however that’s a narrative for one more day.)

I do know we promised to not discuss concerning the elections, however – hoo, boy. If not for them, we’d have completely no selection on this whiplash-inducing Tech Nerd Information Cycle™️(of which I’m a proud and prepared participant).

As I stated to a forlorn, non-industry good friend (as if she doesn’t have sufficient to take care of as a highschool science instructor) over brunch, “I’m loath to present Billionaire Boy airtime in my private life, but it surely’s all I can discuss as a result of, apparently, I hate myself.”

However then, certainly one of my esteemed colleagues made level: Why the uproar over Twitter’s huge layoffs, and barely a peep (a minimum of, from a birds-eye view) about those at Meta?

It’s greater than a good level. This transfer is simply the most recent in Meta’s modus operandi of airing its soiled laundry when it thinks nobody is watching – as an example, on a major vacation weekend or throughout an already chaotic information cycle when, say, a significant election cycle within the U.S. or certainly one of its {industry} friends is already making limitless headlines.

And it’s not like Mark Zuckerberg is strictly the quintessential “good man” — hell, he’s not even a modicum of a tragic hero — and is, at greatest, “the man who prices you to develop digital farmland,” as the identical colleague put it.

In my view, the nonstop chaos of the scenario at Twitter makes it laborious to stop the drama of all of it. A lot about this takeover has been a whole mess for the reason that starting, beginning with Musk’s oopsie-just-kidding-I-don’t-actually-want-to-buy-Twitter, ranging to the legitimately dangerous implications of the verification-for-hire function.

Assume again to the spring of 2018, when the corporate then referred to as “Fb” confronted an limitless barrage of dangerous information; specifically, when it appeared as if the U.S. information cycle couldn’t be bothered with something however the infamous CEO’s congressional hearings.

Positive, one other midterm election cycle was on the horizon. However it was too many months away to be a ample distraction, and it wouldn’t be for one more few weeks that Musk emerged as Tech CEO Enemy #1 after a extremely publicized (and weird) Tesla earnings call.

Certainly, the writing has been on the wall with Musk’s volatility for a while now. However it’s solely a matter of time earlier than the sample repeats itself, and certainly one of his {industry} friends as soon as once more steals away the Tech Nerd Information Cycle™️ highlight – particularly since most of you, according to our own poll, aren’t prepared to go away Twitter simply but.

However I’m giving it time. And over that course of time, my looming questions revolve round what will probably be left for Musk.

If sufficient customers and advertisers alike flee the platform (and, by the way in which, the place will they in the end take their time and money?), and sufficient key executives resign – will Twitter change into a hole echo chamber of 1 man’s proclamations? In spite of everything, if an ultra-rich dude yells within the forest and nobody is round to listen to it, does it make a sound?

On that observe – I feel I’ve talked about Twitter sufficient for in the future. And shockingly, there have been different newsworthy objects that caught my eye this week:

  • We mere mortals (a.ok.a., YouTube customers) will most likely have even much less management over what number of instances we see the identical adverts. Google rolled out goal frequency for YouTube campaigns earlier this week, letting advertisers management what number of instances an advert is proven. SEJ senior information author Matt Southern will get into here.
  • John Mueller responded to Reddit rumblings concerning search console warnings about cell usability resulting in rankings drops. However in line with Mueller, it was doubtless unrelated to cell usability altogether, and had extra to do with content material high quality. It’s a case examine, writes Roger Montti here, in “how the obvious cause for one thing occurring will not be all the time the proper cause … it’s solely the obvious.”
  • Social media managers, rejoice: Instagram is rolling out the flexibility to schedule posts and reels within the cell app as much as 75 days upfront. Lastly. Full story here.

Whew! What per week to put in writing my first letter. Thanks for studying – within the phrases of a man-bunned gentleman I just lately went on a date with, “It’s been tremendous nice to hang around.”

Till subsequent time,


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