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 professionals, digital entrepreneurs, journalists, and curious minds amongst us. For I’ve the satisfaction, 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 got 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 one needs to speak about Twitter. However would you reasonably discuss in regards to the U.S. midterm elections? Yeah, me neither.

Let’s begin with a particularly broad timeline of occasions. the previous 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 tough to maintain up – even for these of us who reside within the trenches of this {industry}’s information.

How a lot does Twitter Blue price (that’s, if it nonetheless exists)? Are not too long ago laid-off workers truly being requested again? What’s “free speech,” anyway, once you’re not making jokes about Twitter’s new proprietor? And, truthfully – what the heck is Mastodon? (I not too long ago joined that final one, truly – however that’s a narrative for one more day.)

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

As I mentioned to a forlorn, non-industry buddy (as if she doesn’t have sufficient to take care of as a highschool science trainer) over brunch, “I’m loath to provide Billionaire Boy airtime in my private life, however it’s all I can discuss as a result of, apparently, I hate myself.”

However then, one in all my esteemed colleagues made a great level: Why the uproar over Twitter’s large layoffs, and barely a peep (a minimum of, from a birds-eye view) about these 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 illustration, on a major vacation weekend or throughout an already chaotic information cycle when, say, there’s a significant election cycle within the U.S. – or one in all its {industry} friends is already making infinite 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 finest, “the man who fees you to develop digital farmland,” as the identical colleague put it.

For my part, the nonstop chaos of the state of affairs at Twitter makes it arduous to give up 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 harmful implications of the verification-for-hire characteristic (once more – if it nonetheless exists).

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

Certain, one other midterm election cycle was on the horizon. But it surely was too many months away to be a enough 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 name.

Certainly, the writing has been on the wall with Musk’s volatility for a while now. But it surely’s solely a matter of time earlier than the sample repeats itself, and one in all his {industry} friends as soon as once more steals away the Tech Nerd Information Cycle™️ highlight – particularly since most of you, in line with our personal ballot, 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 finally take their time and money?), and sufficient key executives resign – I ponder if Twitter will grow to be 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 at some point. And shockingly, there have been different newsworthy objects that caught my eye this week:

  • We mere mortals (a.ok.a., YouTube customers) will in all probability have even much less management over what number of instances we see the identical advertisements. 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 right 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 probably unrelated to cell usability altogether, and had extra to do with content material high quality. It’s a case research, writes Roger Montti right here, in “how the obvious motive for one thing taking place is just not at all times the right motive … 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 right here.

Whew! What every week to jot down my first letter. Thanks for studying – within the phrases of a man-bunned gentleman I not too long ago went on a date with, “It’s been tremendous nice to hang around.”

Till subsequent time,



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