Note: This was originally published as the daily newsletter for the Columbia Journalism Review, where I am the chief digital writer.
Elon Musk’s bid to acquire Twitter for $44 billion is only a month old, but it has already had more high-speed twists and turns than any Coney Island rollercoaster. After Musk filed notice of his offer with the Securities and Exchange Commission on April 13, Twitter’s board of directors implemented a “poison pill” defense, which would have flooded the market with cheap stock if Musk went ahead with his bid. Only a few days later, Twitter accepted his offer, in part because it was well above the stock’s recent trading price. This triggered a wave of speculation about what Musk planned to do with the service; among other things, he said that he would make the service’s recommendation algorithm public, and confirmed last week that he would reverse the permanent ban on Donald Trump’s Twitter account.
Then late last week (on Friday the 13th, no less) came a series of tweets in which Musk declared that his offer for Twitter was “on hold,” until he could verify the company’s recent statement that spam bots and other fake accounts make up less than five percent of Twitter’s total user base. At a technology conference in Miami on Monday, Musk expanded on this concern, saying he believed that the true number of spam or fake accounts could be 20 percent of Twitter’s total user base or higher, although he didn’t provide any evidence to support his estimate. Musk also said a deal for Twitter at a lower price “wouldn’t be out of the question” (Twitter’s share price is currently in the $36 range, more than 30 percent below where it was after Musk filed his offer.) The company responded that it plans to “enforce the merger agreement.”
Some observers believe Musk’s concern about the percentage of fake accounts is a ruse to either back out of the takeover deal, or at least negotiate a lower price. Matt Levine, an opinion columnist for Bloomberg, wrote recently that he doesn’t believe Musk really cares about spam bots. “I think it is important to be clear here that Musk is lying,” he said. Musk “has produced no evidence at all that Twitter’s estimates are wrong, and certainly not that they are materially wrong or made in bad faith,” Levine wrote. He added that the only way Musk could get out of the deal would be to prove that such a mistake would have a “material adverse effect” on the business, which he called “vanishingly unlikely” (although Musk did question whether advertisers are getting what they paid for, which he said was “fundamental to the financial health of Twitter”.)
Continue reading “Elon Musk, Twitter, and the spam bot problem”







