Detroit Free Press: Marick Masters on future social media landscape in wake of Twitter purchase

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Just hours after billionaire Elon Musk completed the purchase of social media giant Twitter on Friday, General Motors applied brakes to its advertising presence on the site, despite potentially reaching hundreds of millions of active users on Twitter each month. GM’s spokesman said the company continues to hit pause on paid advertising on Twitter while it evaluates the social media platform’s new direction under Musk. Likewise, Ford Motor Co. is not currently advertising on Twitter and will continue to watch Twitter’s direction under new leadership. Marketing experts said GM’s move likely was calculated and strategic. Wayne State University business professor Marick Masters has studied social media platforms for a future book. He said he wouldn’t be surprised if a new social medium pops up to replace Twitter one day, started by someone else. “It’s a fluid situation and it’s uncertain,” Masters said of the social media landscape.

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