Elon Musk’s $44 billion takeover of Twitter still sends shockwaves across the tech and political world. The eventual deal, which many at first thought was a joke, could only happen thanks to Musk’s strong personal attachment to the platform. His purchase has not surprisingly raised eyebrows, especially considering the sometimes strange nature of his public persona and business sensibilities.
Musk’s love for Twitter is well-documented. The billionaire entrepreneur has used the platform extensively to communicate directly with his followers and engage in discourse on various topics. Just a few months ago, Musk was onstage with former president Donald Trump and Fox News host Sean Hannity. At one point in the conversation, Hannity joked, “I think I’m interviewing two siblings here. This tongue-in-cheek analogy revealed the genuine connection between Musk and Trump. In the course of their years together, they’ve developed a massive following on social media.
Speaking at a rally of his supporters, Musk mused, “I’m not just Maga; I’m dark gothic Maga. This statement deepened the confusion between his personal business interests and political pursuits. Camaraderie goes a long way. Largely, they have bypassed big confrontational debates on the issues, opting instead to engage with their meticulously cultivated audiences on their respective platforms—Musk on Twitter and Trump on Truth Social.
For the first time in recent memory, Musk was caught between a rock and a hard place and forced to issue public apologies for his cavalier tweeting. His apology felt like a real life take on the “Notes app apology meme.” He was truly contrite as to his comment and tried to sidestep the firestorm. Musk’s decision to issue an apology demonstrates his acknowledgment of the responsibilities that come with owning a major social media platform.
On his first day at Twitter, Musk came in carrying a sink to make a splash on his new company’s culture. With that he honked mischievously, “Let THAT sink in!” This move was representative of his unorthodox style, both to the business world and to how communication can operate. His irreverent stunts are certainly funny, but they point at an important reality. All of these questions immediately confront him, as well as the remarkable challenge of navigating a company that’s become a truly seismic, political public square.