Forbes Japan.com : Personality of Linda Yaccarino, the newly appointed CEO of Twitter, chosen by the mask. Elon Musk announced on May 12th (U.S. time) that he has appointed Linda Yaccarino as the new CEO of Twitter, bringing his search for a CEO to an end. Yaccarino is an experienced executive in the advertising industry, and her appointment will likely reassure advertisers who have grown skeptical due to major reforms in Twitter’s content moderation (post monitoring and management) and user verification over the past few months. However, her background may alienate some of Musk’s loyal fan base who cherish freedom of speech.
Yaccarino was the Chair of Global Advertising & Partnerships at NBC Universal (NBCU), where she had been working for over a decade, managing a global team of more than 2000 people, and her company profile stated that she had generated over 100 billion dollars (approximately 13.6 trillion yen) in advertising sales (she left NBCU on the morning of May 12th, U.S. time).
According to her profile, Yaccarino and her team played a crucial role in launching Peacock, NBCU’s ad-supported streaming platform, adopting new advertising performance measurement methods, and establishing partnerships with Apple News, BuzzFeed, YouTube, SnapChat, and Twitter.
According to her LinkedIn profile, Yaccarino is also involved with the World Economic Forum (WEF), where she serves as the chair of a task force on the “Future of Work” within the organization, as well as being on the executive committee of media, entertainment, and cultural industry representatives.
This organization, which gathers industry, political, and civil society leaders to set agendas, is perhaps best known for its annual meetings in Davos, Switzerland, but is also a group about which unfounded conspiracy theories are whispered. Yaccarino’s involvement seems to have angered some people who empathize with Musk’s anarchism, and her background is said to undermine the promise of freedom of speech on the platform under Musk, the current leader.
Yaccarino has also partnered with the government on several occasions. First, she helped promote healthy lifestyles as a member of the President’s Council on Sports Fitness and Nutrition, appointed by former President Donald Trump. Later, as Chair of the non-profit advertising group Ad Council, she worked with government agencies, the White House, and Pope Francis to roll out a coronavirus vaccination campaign.
Yaccarino’s involvement with the vaccination campaign during the pandemic has troubled supporters of a freer content moderation policy on Twitter. Many supporters are worried that Yaccarino might reintroduce stricter regulations against fake news, which Musk has struggled to eliminate.