Twitter is now under the leadership of Linda Yaccarino, a veteran advertising executive at NBCUniversal who has formally taken over the reins. Yaccarino will focus on the platform’s commercial operations after being revealed as the next CEO a month ago. He will serve alongside Elon Musk, who has transitioned to the role of CTO and executive chair. Elon Musk will continue to be involved with the company.
Yaccarino delivered her first email to business staff on Monday. The subject line of the email read “Building Twitter 2.0 Together.”
Yaccarino begins the email by acknowledging Musk’s achievements across a variety of businesses. Next, she echoes Musk’s ambition to build Twitter as a “global town square.”
“From space exploration to electric vehicles, Elon knew these industries needed transformation, so he did it,” she wrote. “From electric vehicles to space exploration, he did it.” “In more recent times, it has become increasingly clear that the global town square requires transformation. This transformation is required to propel civilization forward through the unfiltered exchange of information and open dialogue about the things that matter most to us.”
Following this, the chief executive officer refers to the system as “Twitter 2.0,” denoting the beginning of a new era for the company. She also claims that Twitter is on a “mission to become the world’s most accurate real-time information source,” which is a bold claim to make in light of the widespread controversy surrounding the platform’s apparent role in the propagation of false information.
Below is the complete text of the email that Yaccainro sent to workers of Twitter.
Building Twitter 2.0 Together
People keep asking me: Why Twitter? So, I’ll tell you.
From space exploration to electric vehicles, Elon knew these industries needed transformation, so he did it. More recently it has become increasingly clear that the global town square needs transformation—to drive civilization forward through the unfiltered exchange of information and open dialogue about the things that matter most to us.
Have you ever been talking with someone particularly insightful and thought, You’re brilliant—everybody should get the chance to hear this. Or, I’m learning so much from you—can we do this again? Or maybe it’s as simple as, You should have the freedom to speak your mind. We all should.
Enter Twitter 2.0.
Twitter is on a mission to become the world’s most accurate real-time information source and a global town square for communication. We’re on the precipice of making history—and that’s not an empty promise. That’s OUR reality.
When you start by wrapping your arms around this powerful vision, literally everything is possible. You have to genuinely believe—and work hard for that belief. And in this moment of complete reinvention, we have the opportunity to reach across aisles, create new partnerships, celebrate new voices, and build something together that can change the world. And from what I can tell so far, you’re built for this.
The success of Twitter 2.0 is all of our responsibility.
We need to think big.
We need to transform.
We need to do it all together.
And we can do it all by starting from first principles – questioning our assumptions and building something new from the ground up. It’s rare to have the chance to put a new future into the hands of every person, partner, and creator on the planet.
That’s exactly why I’m here – with all of YOU.
So, let’s dig our heels in (4 inches or flat!) and build Twitter 2.0 together.