Yaccarino's appointment renewed questions about the 'glass cliff,' a theory that women—as well as underrepresented minorities—are more likely to be hired for leadership jobs when there's a crisis, which sets them up for failure
and engaging with prominent conspiracy theorists and far-right figures — that analysts say soured many advertisers on the platform.
“Elon Musk has been telling us for months repeatedly that Twitter’s problems are the result of advertisers pulling away. But that’s not the source of his problems. Advertisers pulling away are a symptom of the problems at Twitter. He’s created chaos. He’s eliminated internal controls. He’s eliminated critical functions like content moderation. He’s made the user experience very unpredictable. He’s allowed dangerous voices to flourish,” Pozner said.
Yaccarino seems ready to go head-to-head with Musk, though it’s not clear how that’ll play out. In a recentwith him, she asked Musk if he could commit to not tweeting after 3 a.m. Agreeing that he’s “gotten myself in trouble a few times” with late night/early morning tweets, he responded with a noncommittal “I will aspire to tweet less at 3 a.m.”, in “product development, ad safety, content moderation” so they could get more excited about investing in the platform.
Regaining advertisers’ trust will require stabilizing Twitter and ensuring that key product decisions are made thoughtfully and deliberately and not, as Musk has often been known to do, on the spur of the moment, inspired by a fan’s tweet or a passing thought. Industry insiders describe Yaccarino as extremely capable, with a proven track record and impressive resume.
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