When Twitter announced not long ago that it would be removing the verification checkmarks for individual and organisational accounts that did not opt to pay the monthly subscription fee for Twitter Blue, many users and companies braced for life on Twitter without their blue (or gold) tick.
The New York Times is one entity that has openly declared its aversion to paying the $1,000-a-month fee required to gain a gold verification checkmark. As a result, the highly reputable 171-year-old newspaper’s Twitter account is now no longer officially verified.
Twitter CEO Elon Musk, who has spoken out publicly against The New York Times and other mainstream media outlets before, implied that the paper was not even credible beforehand.
The real tragedy of @NYTimes is that their propaganda isn’t even interesting
— Elon Musk (@elonmusk) April 2, 2023
He went on to add that its feed is “the Twitter equivalent of diarrhea”.
On one hand, there is an argument to suggest that The New York Times is no longer seen as a credible news source in society, and that the paper’s lack of Twitter verification just compounds this view. Musk publicly holds this view himself as he aims to establish Twitter as a hub for credible, reliable news.
However, unfortunately for Musk, it seems more likely that removing verification from a Twitter account linked to an institution such as The New York Times will damage his and Twitter’s credibility. Even without verification, The New York Times’s account still holds over 55 million followers. The paper’s name is still synonymous with rigorous, actual journalism that is trusted by millions across the world. Musk, on the other hand, has numerous instances in the past year where his statements do not seem to match his actions, such as when he announced he would resign as Twitter CEO as soon as he could find a replacement.
It’s important that your brand is attached to notions of quality, trust and reliability. If you want to create a credible brand image that your audience will appreciate, speak to Engage Web today to make this a reality.
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