2023-08-08 14:38:00
The famous little blue bird has given way to a white cross on a black background. The social network Twitter officially changed its name two weeks ago to become “X” as decided by its owner, Elon Musk. The American multi-billionaire wants the platform to look more like the Chinese WeChat application which allows many functions such as calling or paying online. However, this change of name is not necessarily a good idea according to Stéphane Koch, specialist in digital issues and vice-president of the company Immuniweb active in application security. “I don’t feel like it’s a successful marketing stunt. A brand change is not trivial. There was still an established brand, with recognition, whether at the graphic level or in its operation. There is a significant risk of diluting the brand and the community associated with it,” he explains.
Problems with EU law?
Elon Musk’s decisions have not necessarily brought improvements to the social network, according to Stéphane Koch. The latter believes that he has shown “a certain narcissism and a very personal way of interpreting freedom of expression”. The specialist recalls that the boss of “X” has restored many accounts banned because they disseminated false information or calls for hatred. Stéphane Koch thinks that such approaches are likely to pose a problem in relation to European legislation which forces platforms to put in place concrete measures to fight against disinformation.
A blurry future
Regarding the consequences of the various strategies of the American entrepreneur, Stéphane Kock recalls that Twitter has lost 50% of its revenue. “Elon Musk’s decisions resulted in brands no longer wanting to be associated with the type of content allowed on the platform. This type of content will not change, because we put an X in front of the platform, ”explains the specialist. Stéphane Koch, however, remains skeptical of a possible massive departure of users. “It’s always difficult to leave a social environment, to break with a whole set of ties that we have woven over time,” he concludes. /alr
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