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At the start of last year, Meta CEO Mark Zuckerberg was in the hot seat.
Revelations from hundreds of internal company documents, known as the Facebook Papers, had drawn sharp criticism from lawmakers, users and civil society groups in late 2021 and forced company executives to appear before Congress. Zuckerberg’s plan to rebrand Facebook as Meta and pivot to the so-called metaverse was met with broad skepticism. And the company’s core ad business was under significant pressure from privacy changes made by Apple.
But then, the attention of lawmakers, media and the tech world writ large abruptly shifted to another tech billionaire: Elon Musk.
Musk early last year criticized Twitter, then nearly joined its board, then agreed to buy the company before launching a monthslong and ultimately unsuccessful fight to get out of the deal. The saga, which only continued after Musk completed the deal and pushed through numerous controversial changes, often dominated news cycles. In the process, it seemed to make Twitter’s rivals look better managed and draw away critical attention that might otherwise have been focused on other tech giants, including Meta, as they went through painful layoffs and suffered declines on Wall Street.
This week, however, Zuckerberg notched his biggest win from Musk yet. After years of trying and failing to capture Twitter’s audience with copycat features, Zuckerberg is now capitalizing on Twitter’s struggles with a new app called Threads. Meta’s Twitter clone launched this week to unprecedented success, despite Meta’s history of privacy violations and enabling election meddling, not to mention longstanding concerns that the company and Zuckerberg wield too much power over the social media market.
The app’s overnight success was a direct result of the chaos under Musk’s leadership of Twitter since last October. During that time, he has managed to anger many of the platform’s users and advertisers with his erratic statements, mass layoffs and significant changes to Twitter’s policies. While Twitter users have lamented what Musk’s ownership has meant for the platform, it may be the best thing that could have happened for Zuckerberg.
“Musk has done one thing after another to piss off his own user base,” said Herbert Hovenkamp, a professor at the University of Pennsylvania’s Carey Law School.
Some early Threads users even commented on the strange nature of the situation — that they would be eager to join a social network run by one billionaire whose company has faced intense public criticism simply because they were so eager to get away from another.
