Yaccarino Named Twitter Director – Apparata

Musk seems to be keeping his promise to appoint a new Twitter executive. Linda Yaccarino must boost advertising sales to large advertisers, which fell into disarray after the Musk takeover.

Controversial among the extreme right and extreme left

Until then, Yaccarino worked as the head of the Global Advertising & Partnerships department of the major media company NBCU. Her appointment is controversial because she has close ties to the influential lobby group WEF, which is controversial in right-wing circles, and placed a strong emphasis on diversity and inclusion in the selection of personnel. At the same time, she has held a position within the Trump administration, and generally has right-wing political sympathies.

Musk has previously indicated that he wanted to annoy both the extreme left and the extreme right at Twitter. This seems to have worked reasonably well with this appointment.

Return of advertisers by Yaccarino?

But probably most importantly, because of her good contacts within the advertising and advertising world, she can bring back some big advertisers. That is very important for Twitter, because Musk’s original plan, with Twitter Blue generating revenue, is somewhat disappointing.

At the moment there are about 300,000 people who use Twitter Blue. These each pay about a tenner per month. This is less than 1% of Twitter’s total revenue. Musk will therefore have to smoke the peace pipe again with major advertisers to turn Twitter back into a profit machine. If entrepreneurs don’t like something, that’s a risk, and advertising on Twitter has some risk of damage given the wild developments. Linda Yaccarino is a trusted name, which should reassure nervous ad buyers.

X, one app to rule them all

Together with Musk, Yaccarino will work on building out the “all-encompassing” X App, which will combine payment services, communication and social media. She will also expand the sales staff, which is now minimal, back to war strength.