Elon Musk’s social media platform, X (formerly Twitter), has named new leadership for its safety team in a move seen as an effort to win back advertisers. This announcement comes nine months after the previous head of trust and safety departed.
A Revolving Door in Safety Leadership
The appointment of Kylie McRoberts as X’s new Head of Safety marks the third person to hold this position since Elon Musk acquired the platform in October 2022. This high turnover raises questions about the platform’s commitment to safety and content moderation.
Enticing Advertisers Back: A Top Priority
X’s advertising business has faced significant challenges since Musk’s takeover. His approach to content moderation, which emphasizes “free speech absolutism,” has alienated some advertisers wary of brand association with potentially harmful content. The appointment of new safety leadership is likely an attempt to reassure advertisers and create a more brand-safe environment.
Two Leaders for a Two-Pronged Approach
Interestingly, X has not only appointed McRoberts as Head of Safety but has also named Yale Cohen as the new Head of Brand Safety and Advertiser Solutions. This two-pronged approach suggests a focus on both content moderation and advertiser needs.
Uncertain Path Forward
Whether these new appointments will be enough to appease advertisers and address safety concerns on the platform remains to be seen. McRoberts’ ability to navigate the complexities of content moderation and implement effective safety measures will be closely scrutinized.
The Road to Regaining Trust
X faces an uphill battle in regaining advertiser trust. Clear, consistent content moderation policies and a demonstrably improved safety environment will be crucial to success.
Time will tell if X’s new safety leadership can deliver on these promises and create a platform that is both safe for users and attractive to advertisers.
