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Elon Musk developed an exclusive system to display all of his tweets to you first.



The CEO of Twitter ordered significant modifications to the algorithm after his Super Bowl message received lower engagement than that of Vice President Biden.

Monday morning at 2:36, James Musk urgently emailed Twitter engineers.

James Musk, a cousin of the Twitter CEO, posted in Slack with the hashtag “@here” to make sure that everyone who was online would see it, “We are troubleshooting an issue with engagement across the network.” “Anyone with the ability to create dashboards and code software, please assist me to fix this issue. The situation is urgent. Please give this post a thumbs up if you’re eager to assist.

The extent of the situation became apparent when groggy employees started to log on to their laptops: Elon Musk’s tweet regarding the Super Bowl received less attention than President.

Nearly 29 million impressions were created by Biden’s tweet expressing his support for the Philadelphia Eagles and his wife’s fandom. Musk, who also tweeted his support for the Eagles, received slightly more than 9.1 million impressions before deleting the tweet due to apparent frustration.

Following both defeats—Musk to the president of the United States and the Eagles to the Kansas City Chiefs—CEO Twitter’s took a private flight back to the Bay Area on Sunday night to demand explanations from his team.

Engineers created a method to guarantee that Elon Musk receives unique credit for tweet promotion.

The effects of that meeting would be felt all across the world within a day, as Twitter users opened the app to discover that Musk’s messages had taken over their ranked timeline. Platformer reported that this was no accident and that the system in place to make sure Musk — and Musk alone — benefits from previously unheard-of promotion of his tweets to the whole user base was created in response to Musk’s threat to dismiss his remaining engineers.

Musk has become fixated with how many interactions his posts are getting in recent weeks. One of the company’s two surviving principal engineers was sacked last week, according to Platformer, after the engineer informed him that interest in Musk in general and views on his tweets are dropping.

This last weekend, his subordinates warned the remaining members of the technical team that they would all lose their jobs if the engagement problem wasn’t “solved.”

Musk addressed his employees in person late on Sunday night. About 80 employees were brought in to work on the project, which swiftly rose to the top of the company’s priorities. Workers spent the entire night examining numerous theories to determine why Musk’s tweets weren’t reaching as many people as he thought they should and testing out possible solutions.

Engineers said that one explanation for Musk’s diminished reach could be that so many people had recently blocked and muted him. Even before the weekend’s events, a significant number of individuals had already blocked Musk from appearing in their feeds as a result of his protracted role as Twitter’s central figure during the buildup to and immediately following his $44 billion takeover of the company.

However, there were also valid technical explanations for why the CEO’s tweets weren’t working. Musk’s tweets should have fit that model, but they only appeared roughly half as often as some engineers believed they should have on the “For You Tab”, which is where Twitter’s system typically promotes tweets from users whose posts perform better to both followers and non-followers. Because of this, it makes sense that when users opened the app on Monday, Musk dominated the stream, with a dozen or more tweets and replies visible to anyone who followed him and millions more to those who did not. According to an internal assessment, Musk’s followers now see his tweets to a greater than 90% degree.

On Tuesday afternoon, Musk posted a version of the viral “forced to drink milk” meme in which one woman, labelled “Elon’s tweets,” forcibly bottle-feeds another woman, branded “Twitter,” while pulling her hair back. This was Musk’s way of admitting his bombardment of the timeline.

On Monday, he wrote a few tweets while on a teleconference with Twitter, engineers to see if the solutions they had developed were performing as he had expected. Musk seems to imply that the adjustments might be walked back, at least in part, following the controversy sparked by his timeline takeover on Monday. “Please stay tuned while we make adjustments to the uh… “algorithm,” he tweeted.

We are informed that despite the fact that the factor is currently less than 1,000, the fictitious boosts given to his account are still in effect. The number of impressions for Musk’s few tweets on Tuesday was believed to be 43 million, which is above his recent norm.

Even while Musk’s actions are absurd, they do bring attention to a conflict that almost everyone who has ever used social media is acquainted with: why are certain posts more popular than others? Why am I seeing this thing, and not that one?

Engineers for platforms like Instagram and TikTok may be able to provide hazy, high-level answers to these queries. However, ranking algorithms employ hundreds or thousands of signals to make predictions and deliver content to millions of users, making it nearly impossible to pinpoint who sees what with any degree of accuracy.

That response hasn’t satisfied Musk, for better or worse. With approximately 129 million followers, he is the most well-known person on Twitter, and Twitter estimates that his posts frequently receive 10 million or more impressions. (Though there are valid grounds for questioning the accuracy of these counts, better data is not frequently accessible.)

Musk’s views still shift a lot, though. His second tweet, a joking observation that had previously been posted to Reddit and was humorously attributed to Abraham Lincoln, had 49.9 million impressions in contrast to the 118.4 million claimed for the bottle-feeding message. His tweets from earlier this month had fewer than 8 million followers in some cases.

The most obvious cause of this discrepancy is that certain tweets are seen as being superior to others. But it doesn’t have to be that way; you may alter the ranking formulas so that they always display your postings. This is the mechanism that Twitter developers are currently constructing out of fear for their employment.

A current employee claimed that “the new owner’s acquired the company, made a point of showcasing what he considered to have been broken and exploited under previous management, then turns around and manipulates the platform to impose involvement on all users to hear only his voice.” We’ve probably moved past the point where we can truly believe that he has everyone’s best interests in mind.

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