Following the takeover of Twitter by Elon Musk, car manufacturers are concerned about the proximity of the social network to Tesla.
Advertising on a rival’s platform may seem incongruous. But it’s what car manufacturers will be forced to do, on Twitter. The social network is now owned by Elon Musk, boss of Tesla. And that generates a lot of concerns.
Manufacturers’ marketing in danger?
The main subject of distrust lies in the communication set up by the firms, on the network to the bird. The latter fear that the marketing campaign plans will be revealed to Tesla before they are launched.
Several players in the automotive industry have already expressed their views on this subject. In comments reported by the FinancialTimesGeneral Motors said ” review its standards and its approach to Twitter as it evolves under its new ownership structure. We will determine the best course of action for our business and our consumers. »
The simple proximity of Twitter to Tesla can also be scary. Proof of this was made with Henrik Fisker. The boss of the electric vehicle manufacturer Fisker has indeed left the social network shortly after its takeover by Musk. He subsequently proposed to his followers to join him on Instagram.
Freedom of expression sauce Musk causes concern
By buying Twitter, Elon Musk highlighted the fact of guarantee the “free speech”, namely freedom of expression. An element that is close to the heart of the South African, who claims to be libertarian. Especially since the latter is restricted to him, when he deals with Tesla in his publications on the social network.
Musk therefore defends freedom of expression… even if it means overdoing it ? This is indeed what the public authorities, the users of the network, but also the brands fear. Enough to put them on the defensive…
“The content that sits alongside your ads on the platform has an impact on the company’s reputation, says Stephan Loerke, managing director of the World Federation of Advertisers at FinancialTimes. We hope the new management of Twitter will understand the need for balanced moderation. »
Concerns heard by Twitter, which ensures that the advertisements will not be associated with harmful or offensive content. It remains to be seen what Elon Musk means by harmful or offensive content…
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