On November 21st, Elon Musk gathered Twitter’s remaining employees at its San Francisco headquarters to tell them that, after forcing out roughly two-thirds of the workforce in a matter of weeks, layoffs were over. He keeps laying people off anyway.
Dozens of Twitter employees across sales and engineering departments were laid off last week, including one of Musk’s direct reports who was managing engineering for Twitter’s ads business, according to company sources and social media posts from affected employees seen by The Verge. This means Musk has done at least three rounds of layoffs since his promise to stop doing them in November. Meanwhile, he has given a directive internally to revamp how ads are targeted in Twitter’s main feed within a week — part of his plan to fix what he has publically called “the worst ad relevance on Earth.” (The Information first reported that fresh cuts hit the sales team last week.)
Musk’s plan is to change Twitter’s ad targeting to work like Google’s search ads, which target primarily by keywords that are searched for, rather than a user’s activity and profile data. It’s an approach that works well for a search engine — where people go to express specific intent for finding something — and has helped Google build one of the most profitable businesses of all time. But it hasn’t worked for a social media business to date.
Source: The Verge