In what would be the final singular instance of the Elon Musk expertise on the app, over the weekend, Musk reinstated the previous President’s Twitter account, regardless of saying, simply three weeks in the past, that no choice on account reinstatements would occur till Twitter had shaped a ‘content material moderation council’ to rule on such strikes.

Once more, what Elon says and what he does are sometimes very totally different, which is a crucial contextual observe in analyzing his course of.

So, to supply a full overview, again in October, shortly after Musk took over on the app, and amid a wave of requires him to reinstate Trump, as Musk had stated that he would, Elon defined that this wouldn’t be on the playing cards anytime quickly.

Understanding that he needed to preserve attraction with advertisers, who’re nonetheless reportedly chopping advert spend, and taking a extra cautious strategy to such selections, Musk gave the impression to be scaling again his ‘hardcore free speech’ ethos, with the intention to keep away from placing distinguished advert companions offside.

Shortly after, Musk met with these very advertisers to allay their issues, and defined that Twitter was certainly working to implement a content material council, that includes numerous consultants and civil rights leaders. Musk famous then that it might take months to determine this group.

That appeared to present Musk some room to work on this new strategy to moderation, and scale back his personal, direct enter in such rulings. Which, in some methods, is one of the best of each worlds – Musk can say that he stands for complete free speech, sustaining his place along with his supporters, whereas this new Council makes precise rulings, which can be extra in keeping with advert associate expectations.

That might seemingly have been a a lot safer approach to transfer ahead.

However then, Elon modified his thoughts.

On Friday, Elon despatched out a tweet stating that it was ‘Freedom Friday’, earlier than reinstating the beforehand banned accounts of The Babylon Bee, Kathy Griffin and Jordan Peterson.

He then launched Twitter ballot asking Twitter customers in the event that they thought that he ought to reinstate the account of former President Trump.

The ballot ultimately garnered greater than 15 million votes, with the ‘for’ simply outweighing the ‘in opposition to’. And true to his phrase, Musk did then reinstate Trump’s account, with the previous President now capable of tweet as soon as once more from his @realDonaldTrump profile.

However he hasn’t, and he says that he received’t.

Trump Media & Know-how Group has over $1 billion sunk into Trump’s personal social media app Fact Social, with funding from a variety Trump’s high supporters and advocates. A key proviso in that plan is that Trump has dedicated to posting completely Fact, even when his Twitter account have been to return again. Trump may discover a approach round that, in posting to Twitter a number of hours after first posting in his app, however basically, Trump’s just about locked into making Fact Social a factor, even along with his beloved Twitter account now there and ready for his consideration.

So Trump would possibly, ultimately, begin tweeting once more, however proper now he’s not. Which implies that this was actually extra of an attention-grabbing transfer for Musk, as soon as once more, which additionally, as famous, contradicts his earlier statements, and reinforces the truth that at Elon’s Twitter, something may occur, at just about any second.

That’s clearly helped Twitter acquire extra curiosity – Musk retains saying that Twitter utilization is hitting all-time highs, and so far, it’s been capable of preserve working, regardless of that elevated load – and regardless of Twitter’s headcount being reduce by some 88% since Musk took over.

It’ll be fascinating to see if the platform holds up, and whereas there have been stories of outages and different points on the app, it’s nonetheless working, which does, no less than in a public-facing sense, add some weight to Musk’s strategy in chopping employees to reveal bones.

The large take a look at would be the World Cup subsequent week, which is predicted to place elevated demand on Twitter’s servers as soon as once more. And if the platform does maintain up, with minimal impacts on efficiency, you may guess that different social apps might be reassessing Musk’s staffing strategy, and contemplating in the event that they want so many individuals to maintain issues working.

Which they could – however then once more, 88% of Twitter’s employees are reportedly not engaged on the app. That’s gotta’ have some affect, proper?

However to the purpose at hand, Musk’s choice to reinstate Trump is an ideal reflection of his strategy in managing the app so far. He says one factor, then does one other; he appeals to advertisers to remain, then provides them extra purpose to be involved about his strategy.

In abstract, who is aware of what’s coming subsequent at Twitter, and if it’ll work. It may all come to a grinding halt this week, on account of inner points that aren’t being addressed, or Musk may preserve discovering new methods to generate headlines about himself and the app, which then retains extra folks coming to it, which ultimately makes it extra of a magnet for advert {dollars} both approach.

We’ll see what Musk has in retailer this week, within the lead-up to Thanksgiving.