Entrevistas

Elon Musk y el futuro de Twitter en cinco preguntas

Twitter volvió a quedar en el ojo de la tormenta desde que, a mediados de abril, el multimillonario Elon Musk hizo una oferta para convertirse en su único dueño. Marta Peirano —autora de «El enemigo conoce el sistema» (Debate), prologado por Edward Snowden, y una de las escasas periodistas especializadas en los cruces entre la tecnología y el poder— dialoga aquí con su editor Miguel Aguilar sobre los cambios y los problemas que pueden esperarse en la empresa después del «golpe de estado» del excéntrico dueño de Tesla y SpaceX (y explica, de paso, por qué «las redes sociales son como discotecas»).

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Aguilar: \u00bfQu\u00e9 cambia porque Twitter sea ahora propiedad de Elon Musk?<\/b><\/p><p><strong>Marta Peirano:<\/strong> Lo primero que cambia es la concentraci\u00f3n de poder, que pasa de muchas manos a una. Y la transparencia. La primera medida que ha anunciado ser\u00e1 sacar a Twitter de la Bolsa de Valores de Nueva York y, al privatizar una empresa, se acaban las actualizaciones peri\u00f3dicas sobre su negocio. Ya no tendr\u00e1n que presentar informes trimestrales para los reguladores ni explicar su estrategia y n\u00fameros a los accionistas ni someterse al escrutinio de los medios. Es decir, que Musk habla de liberar Twitter y hacerla abierta, pero su primera decisi\u00f3n implica exactamente lo opuesto: privatizar la empresa, concentrar el poder sobre s\u00ed mismo y oscurecer sus movimientos.\u00a0<\/p><p><b>Miguel Aguilar:\u00a0<\/b><strong>\u00bfQu\u00e9 deber\u00eda cambiar Elon Musk en Twitter?<\/strong><\/p><p><strong>Marta Peirano:<\/strong>\u00a0Yo querr\u00eda solo dos cosas: poder ver la lista de clientes y la cantidad que han pagado por las campa\u00f1as que configuran el orden y contenido de mi timeline y ver el timeline de otros usuarios para entender cu\u00e1l es su visi\u00f3n del mundo y qui\u00e9n la patrocina. En tiempo real y en hist\u00f3rico. Creo que permitir\u00eda relativizar la experiencia de \u00ablos hechos\u00bb y ofrecer\u00eda una ventana interesante al oscuro negocio del marketing digital y las campa\u00f1as 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Aguilar: \u00bfQu\u00e9 va a cambiar Elon Musk en Twitter?<\/strong><\/p><p><strong>Marta Peirano:<\/strong> Eso no podemos saberlo hasta que ocurra, porque Elon Musk es mercurial y porque no est\u00e1 solo. Su compra de Twitter es un golpe de estado que coincide en el tiempo con dos efem\u00e9rides significativas: era el \u00faltimo mes en la junta directiva de su amigo el ex-CEO y fundador de Twitter Jack Dorsey y se acercaba la revisi\u00f3n del proyecto del heredero de Dorsey, Parag Agrawal. Es la primera desde que lo nombraron CEO el pasado noviembre y no ha cumplido las ambiciosas expectativas de crecimiento y rendimiento econ\u00f3mico que asumi\u00f3 entonces. Por esto creo que ha sido una conspiraci\u00f3n en equipo y sospecho que las decisiones no depender\u00e1n \u00fanicamente de la voluntad de Musk.\u00a0<\/p><p><strong>Miguel Aguilar: \u00bfTienen las redes sociales un ciclo de vida que las conduce a la extinci\u00f3n?<\/strong><\/p><p><strong>Marta Peirano:\u00a0<\/strong>Las redes sociales son como discotecas, su popularidad es muy generacional. La generaci\u00f3n que est\u00e1 ahora en Facebook est\u00e1 envejeciendo en Facebook, igual que la de Instagram; la de Youtube no da el salto a TikTok y la de Twitter no se muda a Discord. Twitter es un poco especial porque es minoritaria, exclusiva y sectorial, adem\u00e1s de ser maravillosamente sencilla y directa, pero ninguna durar\u00e1 siempre. Hasta Studio 54 cerr\u00f3 despu\u00e9s de tres a\u00f1os.\u00a0<\/p><p><strong>Miguel Aguilar: \u00bfLos problemas de Twitter son estructurales o coyunturales?<\/strong><\/p><p><strong>Marta Peirano:<\/strong> El principal problema de Twitter es que no encuentra la f\u00f3rmula para seguir haciendo lo que hace y ganar dinero al mismo tiempo. Musk propone cobrar suscripci\u00f3n a empresas e instituciones por usar el servicio, una soluci\u00f3n elegante que le funcion\u00f3 muy bien en Craigslist hace dos d\u00e9cadas. Creo que es un buen plan. 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10 minutos

14 de abril de 2022: Elon Musk anuncia en su perfil de Twitter que ha hecho una oferta multimillonaria para comprar la red social. Crédito: Getty Images.

Miguel Aguilar: ¿Qué cambia porque Twitter sea ahora propiedad de Elon Musk?

Marta Peirano: Lo primero que cambia es la concentración de poder, que pasa de muchas manos a una. Y la transparencia. La primera medida que ha anunciado será sacar a Twitter de la Bolsa de Valores de Nueva York y, al privatizar una empresa, se acaban las actualizaciones periódicas sobre su negocio. Ya no tendrán que presentar informes trimestrales para los reguladores ni explicar su estrategia y números a los accionistas ni someterse al escrutinio de los medios. Es decir, que Musk habla de liberar Twitter y hacerla abierta, pero su primera decisión implica exactamente lo opuesto: privatizar la empresa, concentrar el poder sobre sí mismo y oscurecer sus movimientos. 

Miguel Aguilar: ¿Qué debería cambiar Elon Musk en Twitter?

Marta Peirano: Yo querría solo dos cosas: poder ver la lista de clientes y la cantidad que han pagado por las campañas que configuran el orden y contenido de mi timeline y ver el timeline de otros usuarios para entender cuál es su visión del mundo y quién la patrocina. En tiempo real y en histórico. Creo que permitiría relativizar la experiencia de «los hechos» y ofrecería una ventana interesante al oscuro negocio del marketing digital y las campañas online. 

Miguel Aguilar: ¿Qué va a cambiar Elon Musk en Twitter?

Marta Peirano: Eso no podemos saberlo hasta que ocurra, porque Elon Musk es mercurial y porque no está solo. Su compra de Twitter es un golpe de estado que coincide en el tiempo con dos efemérides significativas: era el último mes en la junta directiva de su amigo el ex-CEO y fundador de Twitter Jack Dorsey y se acercaba la revisión del proyecto del heredero de Dorsey, Parag Agrawal. Es la primera desde que lo nombraron CEO el pasado noviembre y no ha cumplido las ambiciosas expectativas de crecimiento y rendimiento económico que asumió entonces. Por esto creo que ha sido una conspiración en equipo y sospecho que las decisiones no dependerán únicamente de la voluntad de Musk. 

Miguel Aguilar: ¿Tienen las redes sociales un ciclo de vida que las conduce a la extinción?

Marta Peirano: Las redes sociales son como discotecas, su popularidad es muy generacional. La generación que está ahora en Facebook está envejeciendo en Facebook, igual que la de Instagram; la de Youtube no da el salto a TikTok y la de Twitter no se muda a Discord. Twitter es un poco especial porque es minoritaria, exclusiva y sectorial, además de ser maravillosamente sencilla y directa, pero ninguna durará siempre. Hasta Studio 54 cerró después de tres años. 

Miguel Aguilar: ¿Los problemas de Twitter son estructurales o coyunturales?

Marta Peirano: El principal problema de Twitter es que no encuentra la fórmula para seguir haciendo lo que hace y ganar dinero al mismo tiempo. Musk propone cobrar suscripción a empresas e instituciones por usar el servicio, una solución elegante que le funcionó muy bien en Craigslist hace dos décadas. Creo que es un buen plan. Y aún no sabemos exactamente qué significa su promesa de «abrir el algoritmo» y «hacerlo open source» para que otros puedan crear herramientas sobre la plataforma pero podría inyectar nueva vida a la plataforma. 

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