Financial TimesFinancial Times

Twitter ‘rudderless’ as Musk saga hurts advertising business

By Cristina Criddle, Hannah Murphy, Dave Lee

28 Jul 2022 · 4 min read

Editor's Note

Read this FT feature to know how Elon Musk's flip-flop on buying Twitter and the impending court battle, is severely affecting Twitter's day-to-day operations.

Legal battle to enforce $44bn sale has exacerbated tensions between leadership and staffTwitter is suffering from falling morale, staff departures and an uphill battle to keep its $4.5bn-a-year advertising business afloat, as its leadership grapples with the fallout from Elon Musk’s on-off pursuit of the social media company.

Company insiders, former staffers and ad industry executives have told the Financial Times that chief executive Parag Agrawal is leading an increasingly fraught effort to keep the company running smoothly amid a legal battle to prevent Musk from backing out of a $44bn deal to acquire Twitter.

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