Elon Musk wants to run Twitter like SpaceX. But human behavior will make it much more difficult
Since buying Twitter, billionaire Elon Musk has tried to make the platform more engaging and profitable. He’s trying to shift the platform from an ad-driven model to a subscription-based one, and he’s fired half his staff. In his own words, the plan is to “do lots of dumb things [and] keep what works.
It’s not for lack of trying. Today’s Internet features a massive ecosystem of digital social networks engineered over decades by a generation’s brightest minds with budgets in the billions. Each of these networks came about with a common goal of connecting people—in a way that sustainably generates profits.
In purchasing Twitter, however, Elon Musk has ventured from the world of complicated challenges to complex ones. He’s had a taste of this with Tesla’s project of developing full self-driving cars. For that, the challenges arise not from developing the guidance systems but from the interactions between vehicles, humans and the environment.
Even if Musk believes his brand of rocket-science tinkering can address these issues, he needs to be aware that the stakes are so much higher. The worst accidents that can happen in space—tragic as they are—will have human costs that number tens of lives and financial costs that are a rounding error in the billionaire’s fortune. With social media, he can’t throw money at multiple test runs that have few human consequences.
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