Twitter Employees Anxious about the Future of the Company

“The best conclusion for me would be that he leaves us alone, so that we can go on our merry way,” an engineer at the social media network told AFP. The engineer spoke of some employees leaving the company in search of a more stable workplace amid the “climate of uncertainty that does not leave one with a peaceful state of mind”.

We're still trying to do our work normally, because the main reasons why we chose to work for Twitter still hold true.

In a lawsuit filed in Delaware court, Twitter lawyers said Musk's repeated disparagement of Twitter and its personnel, created uncertainty "that harm Twitter and its stockholders”. The billionaire's comments “also expose Twitter to adverse effects on its business operations, employees and stock price”, they said.

The big issue now is the advertising revenue. In early May, at an annual marketing event where companies negotiate large advertising deals, Twitter was “not able to give advertisers any clarity or confidence” that it would continue to be safe for them, Angelo Carusone, president of watchdog group Media Matters said.

For Twitter, this might have been a critical moment, as, unlike Google and Facebook, which dominate online advertising and make billions in profits, Twitter lost hundreds of millions of dollars in 2020 and 2021. In 2022, Twitter's share in global ad revenue will be no more than one per cent, according to eMarketer, compared with 12.5 per cent for Facebook, 9 per cent for Instagram and nearly two per cent for booming TikTok.

Being at the crossroads, Twitter also cannot properly build its PR strategy, as it urgently needs to respond to free speech violation accusations.