Following Elon Musk’s acquisition, GM suspends its Twitter advertising.

In order to “understand the trajectory of the platform” under Elon Musk’s control, the automaker claims to be collaborating with Twitter.

After Tesla CEO Elon Musk successfully finalized his $44 billion acquisition of the social network on Friday, General Motors has temporarily stopped running advertisements on Twitter (via CNBC). While it will still use the social media site to engage with customers, the manufacturer says it is pausing paid advertising on Twitter to assess “the trajectory of the platform” under Musk’s leadership. In order to “understand the trajectory of the platform” under Elon Musk’s control, the automaker claims to be collaborating with Twitter.

According to GM spokesperson Dan Flores’ email to The Verge, “We are working with Twitter to understand the direction of the platform under their new ownership.” “We have temporarily halted our sponsored advertising, as is customary when a big change in a media platform occurs. We’ll keep interacting with our customers on Twitter.3

It’s unclear whether GM’s decision to momentarily stop running ads on Twitter is a result of the company’s competition with Tesla, Elon Musk’s goal of turning Twitter into a “free speech” platform, or a combination of the two. As Musk has already hinted at undoing former President Donald Trump’s prohibition, a Wall Street Journal piece on Thursday emphasized advertisers’ concerns with the future of content filtering on the Musk-owned version of Twitter. In response, Musk vowed to prevent Twitter from turning into a “free-for-all hellscape” and reaffirmed his commitment to building “a digital town square, where a wide range of beliefs can be argued in a healthy manner.”

Later, the new owner of Twitter announced that he would create a “content moderation council” with individuals who “have vastly divergent perspectives,” and that he wouldn’t make any significant decisions about the removal of content or the reactivation of user accounts without the council’s consent. Musk claims he hasn’t yet changed Twitter’s content moderation guidelines, yet as soon as he became the company’s owner, Vijaya Gadde was swiftly sacked.

GM has increased its investment in electric and autonomous vehicles to $35 billion through 2025, stepping up its efforts to compete with EV rivals like Tesla. By the middle of the decade, according to GM CEO Mary Barra, GM’s electric vehicles will outsell Tesla’s. Earlier this month, the automaker unveiled plans to acquire Tesla on the energy front as well, setting up a new subsidiary to sell solar panels and battery packs.


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