On Twitter, she said she was inspired by billionaire Elon Musk's vision of a brighter future, and expressed her joy at helping change this social network.
She stressed that user feedback will play an important role in building Twitter 2.0.
On May 12, billionaire Musk appointed Ms. Yaccarino as the new CEO of Twitter. In the appointment announcement, Mr. Musk affirmed that Ms. Yaccarino will help create a multitasking application, with the ability to provide a range of services such as peer-to-peer payments.
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| Ms. Yaccarino was recently appointed CEO of Twitter. (Source: Reuters) |
Ms. Yaccarino was previously the advertising business director of NBCUniversal (part of the global media group Comcast), Mr. Musk's choice of a CEO with experience in the advertising field shows that digital advertising will continue to be the focus of Twitter's business.
He said appointing a new CEO for Twitter would give him more time for electric car maker Tesla.
Billionaire Musk became the owner of Twitter after completing a deal to acquire the company for $44 billion last October.
He then carried out a major overhaul, quickly firing CEO Parag Agrawal and other senior executives, and then laid off half of the staff in November.
Many advertisers have stopped using Twitter over concerns that their ads could appear next to inappropriate content, after the company cut nearly 80% of its workforce. Mr Musk himself admitted that Twitter's advertising revenue has plummeted.
Analysts at Insider Intelligence forecast on April 11 that Twitter's advertising revenue will fall 28% to $2.98 billion in 2023.
The figure is lower than the previous forecast of $4.74 billion amid declining trust in the social network.
Insider Intelligence analyst Jasmine Enberg highlights the biggest problem with Twitter's advertising business is that advertisers don't really trust billionaire Elon Musk, the social network's CEO and owner.
She said Twitter needs to separate Musk’s personal brand from the company’s image to regain the trust of advertisers. Insider Intelligence also noted that Musk’s efforts to boost subscriptions will not help offset the loss of revenue.
According to Insider Intelligence, users are no longer as interested in Twitter as before after Mr. Musk became the company's leader. The company predicts that users will spend 2 minutes on the platform, down to 34 minutes/day.
The decline in usage time was due to increased toxic content and technical glitches on Twitter, as well as the company's failure to expand into social video to compete with TikTok.
Twitter is still heavily dependent on news flow, Enberg points out, and the hype surrounding a Twitter acquisition in 2022 has cooled.
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