Elon Musk’s Mr. The role became vacant.
The company promoted internal employee Kylie McRoberts, a veteran of nearly four years at Twitter and previously in a cybersecurity role at Google, to director of safety.
“McRoberts has been instrumental in our recent progress towards unparalleled safety and security on our platform. During her time at X, she has been instrumental in increasing transparency in our moderation practices. We have been leading the effort,” X promoted.
The company announced. Post to X On Tuesday, the company also notified users that its Trust & Safety division had been renamed simply Safety.
Going forward, McRoberts’ global team will be “responsible for developing new products, tools, and features to protect our platform and community, maintaining our safety policies, and strengthening our enforcement practices and operations.”
McRoberts will be the third executive to hold the position of head of safety since Musk acquired Twitter for $44 billion in October 2022.
The first, Yoel Roth, resigned just weeks after Musk took over. bloomberg The billionaire is relaxing his standards against misinformation and hate on his platform.
And in June, Ross’s successor, Ella Irwin, also resigned.
X also said it has hired Yale Cohen to join its high-profile team as X’s head of brand safety and advertising solutions.
Cohen previously served as vice president of global digital standards at public relations giant Publicis Media.
Now, the University of Pennsylvania Wharton School graduate will “continue to ensure a safe ad experience for customers and brands at X.”
“When we say safety and free speech can and must coexist on X, we mean it. And our safety teams are working with the world to make that happen. inside, working tirelessly day and night,” CEO Linda Yaccarino added in a company-wide email obtained by the Post on Tuesday.
The new role appointment comes after advertisers fled the platform due to an influx of anti-Semitic content following the outbreak of war between Israel and Hamas, which was reported in the New York Times in November. It ended with Musk’s profanity-laced remarks to advertisers in an interview with the paper Dealbook Summit. “Fuck yourself.”
Apple, Disney, film company Lionsgate, and IBM were among the heaviest companies to exit X during this period, siphoning millions of dollars from the platform’s advertising revenue.
Apple alone reportedly planned to spend $180 million on X last year.
According to a report by Axios, due to the advertising boycott late last year, Company X’s market capitalization decreased by a whopping 71% in 2024.
To make matters worse, Musk faced a new wave of backlash against his social media company’s moderation policies when an artificial intelligence-generated nude photo of Taylor Swift went viral.
At that time, Company X announced that it would hire 100 full-time staff to combat child sexual exploitation, and that it would build a “Trust and Safety Center” in Austin, Texas, where it would hire “in-house agents.” Stated. They are tasked with enforcing the site’s content and safety rules.
Since acquiring the social media company, Musk has touted his goal of turning X into an “app for everything,” including enabling free speech. His efforts, which include slashing staff from the company’s trust and safety operations in conjunction with the acquisition, have been criticized as compromising the platform.
