Harvard leadership expert says Elon Musk is ‘out of his element’ at Twitter due to a lack of understanding of social media.

Harvard leadership expert says Elon Musk is 'out of his element' at Twitter due to a lack of understanding of social media.

Elon Musk’s Takeover of Twitter: A Case Study of Failed Leadership

In the world of social media, Elon Musk’s takeover of Twitter has been met with mixed reactions. While some applaud his innovative ideas and bold moves, others, including Harvard leadership expert Bill George, argue that the billionaire is “totally out of his element” in running a social media platform.

According to George, social media is not Musk’s area of expertise, and it shows in his decisions and actions since taking over Twitter. In an interview with CNBC Make It, George stated, “If you had to write a case study on an example of a really poor takeover of an organization, Elon Musk’s takeover of Twitter would fit that perfectly well.”

Musk’s acquisition of Twitter for $44 billion in October 2022 marked a significant turning point for the platform. Since then, he has made drastic changes, both in terms of personnel and the platform’s public-facing interface. One of his first moves was firing key executives, including CEO Parag Agrawal, CFO Ned Sagal, chief legal officer Vijaya Gadde, and general counsel Sean Edgett. Additionally, he laid off approximately half of the company’s 8,000 employees at the time.

But it is not just the personnel changes that have raised eyebrows. Musk has introduced new features to the platform, such as charging users $7.99 for a blue-check verification. However, his most recent change—a rebranding of Twitter’s iconic blue bird logo to an X—has upset many loyal users. These moves have left experts like George questioning Musk’s understanding of social media.

While Musk’s track record with companies like Tesla and SpaceX is commendable, his transformation of Twitter is seen as a big mistake. George suggests that he should let the newly appointed CEO Linda Yaccarino take charge, relying on her expertise to guide the platform’s future.

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William Klepper, a management professor teaching an executive leadership course at Columbia Business School, echoes George’s sentiments. Klepper believes that Musk should not be the CEO of his own company and should instead hire managers who understand the functional elements of the organization. By doing so, Musk can leverage their expertise and apply his visionary thinking constructively across his various ventures.

The criticism surrounding Musk’s takeover of Twitter serves as a cautionary tale for leaders stepping into unfamiliar territory. It highlights the importance of recognizing one’s limitations and allowing others with expertise to lead in areas where they excel. Musk’s bold and unconventional approach may be effective in some industries but does not necessarily translate seamlessly to the world of social media.

In conclusion, Elon Musk’s takeover of Twitter has created waves in the industry, with both supporters and critics voicing their opinions. While Musk’s brilliance in other ventures cannot be denied, his takeover of Twitter has been viewed as a case study of failed leadership. As the platform continues to evolve, the role of experienced leaders and their ability to navigate the intricacies of social media will remain paramount.

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