Elon Musk Adds a Safety Team to Re-connect X's to Advertisers

By John Lopez

Apr 02, 2024 05:30 PM EDT

Elon Musk-owned social media X has taken decisive action to address mounting concerns over safety and advertiser trust.

In response to a turbulent period marked by an advertiser exodus and safety issue, X announced the appointment of new safety chiefs to steer the platform towards stability, NBC News reported.

Elon Musk's X Is Adding New Safety Chiefs Following Advertiser Exodus

Kylie McRoberts, a current X employee, has been promoted to the role of head of safety. Joining her is Yale Cohen, an executive vice president at Publicis Media, who will serve as head of brand safety and advertiser solutions. This move comes as X strives to rebuild relationships with advertisers and regain user trust.

The advertising business of X has encountered significant challenges since Musk's acquisition of the platform, formerly known as Twitter. Musk's controversial remarks, including embracing an antisemitic conspiracy theory, triggered a wave of advertiser withdrawals led by major companies like Disney, Coca-Cola, and more.

As of February, a staggering 75 out of the top 100 US advertisers on X had ceased ad spending, according to Sensor Tower.

FRANCE-US-TECHNOLOGY-MEDIA-TWITTER-X — The new Twitter logo rebranded as X, is pictured in Paris on July 24, 2023. Twitter launched its new logo on July 24, 2023, replacing the blue bird with a white X on a black background as the Elon Musk-owned company moves toward rebranding as X. Founded in 2006, Twitter takes its name from the sound of birds chattering, and it has used avian branding since its early days, when the company bought a stock symbol of a light blue bird for $15, according to the design website Creative Bloq. (Photo by ALAIN JOCARD / AFP)
(Photo : Photo by ALAIN JOCARD/AFP via Getty Images)

Worsening Safety Concerns on X

Last month, a UK survey found that X is the 'worst' social media platform where women face the most threats and misogynistic comments. According to the report, nearly 82% of all bullying incidents included some kind of written insult or threat. A poll of more than 7,000 women revealed that 33% were image-based and 45% were sexually explicit.

Safety concerns have plagued X during Musk's tenure. Content moderation roles were slashed, and accounts of certain extremists were reinstated. Members of vulnerable groups, such as the LGBTQ community, reported rampant harassment and bullying on the platform.

Musk's decision to drop the term "trust" from X's safety team further fueled debate. He argued that the term was a euphemism for censorship, signaling a shift in approach to content moderation.

The appointment of McRoberts and Cohen follows the departure of previous safety heads amidst controversy and disagreement with Musk. Despite the challenges, Joe Benarroch, a spokesperson at X, expressed confidence in McRoberts, stating that she has been instrumental in advancing safety measures on the platform.

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