In a candid and insightful discussion, Yoel Roth, former head of trust and safety at Twitter, shared his reflections on the tumultuous period leading up to and following Elon Musk’s acquisition of the platform. Roth, who served at Twitter for nearly eight years, spoke with a blend of humour and authority about the challenges he faced and the decisions that ultimately led to his departure.
Roth’s departure from Twitter came shortly after Musk’s takeover, a period he described as his “dream job” turning into a nightmare. He highlighted the overwhelming pressure from above to make impetuous decisions, often against the advice of his team and common sense. One significant turning point was the implementation of the blue verification system, which failed spectacularly as predicted by his team.
Reflecting on his time at Twitter, Roth expressed disappointment in the platform’s trajectory under Musk’s leadership. He initially believed that external factors such as advertisers and regulatory pressures would constrain Musk’s actions. However, he was proven wrong as advertisers fled, and Twitter withdrew from the European disinformation code of practice, making it an easy target for enforcement.
Roth also touched on the broader implications of Musk’s leadership style, which he characterised as dictatorial. He recounted directives that came without rationale, such as product changes and account reinstatements, which signalled a departure from Twitter’s previously rule-governed approach. This shift, he argued, led to a platform that abandoned its own operating principles, resulting in increased disinformation, hate speech, and even the resurgence of ISIS on the platform.
One of the most personal and harrowing aspects of Roth’s experience was the public smear campaign initiated by Musk. Musk mischaracterised Roth’s academic work, suggesting that Roth was responsible for the presence of child sexual abuse on Twitter. This led to a torrent of death threats and forced Roth to sell his home and live in hiding for months. Despite this, Roth emphasised that such tactics are part of a broader strategy to silence critics and deter others from speaking out.
Roth also discussed the chilling effect of lawsuits and Congressional hearings on academics and ex-employees, describing them as tools to stifle debate and intimidate individuals. He warned that these tactics are not just about silencing individuals but are part of a larger effort to control the narrative and suppress dissenting voices.
Looking forward, Roth expressed concerns about the upcoming 2024 election and the potential for misinformation to spread unchecked due to the lack of communication between government agencies and social media platforms. He noted that while some platforms, like TikTok, are investing in trust and safety, others, including Twitter, are pulling back, which could have serious implications for election security.
Despite the challenges, Roth remains hopeful about the future of social media, particularly the emergence of new platforms that could offer better user experiences and safety. He praised the investment in decentralised platforms and the potential for smaller, more manageable online communities.
In his closing remarks, Roth offered advice to Twitter’s current CEO, Linda Yaccarino, urging her to be wary of the risks and to advocate for the platform’s users. He also called on Elon Musk to listen to the experts within Twitter and to make data-driven decisions rather than relying on instinct.
Throughout the discussion, Roth maintained a balance of humour and seriousness, providing a comprehensive and thoughtful critique of Twitter’s current state and offering insights into the complexities of managing a major social media platform in today’s turbulent environment.