A basic rule of public discourse is for the participants to avoid becoming the issue. It’s also a basic rule of commerce.
In less than a week Elon Musk, the new owner of Twitter has managed to become the human walking, breathing symbol of all that is wrong with social media and he did it with one Tweet/re-Tweet concerning the home invasion attack on Paul Pelosi, the 82 year old husband of Speaker of the House Nancy Pelosi.
In doing so Musk has set up a choice for advertisers and users of the platform. Does my brand benefit or is it hurt if I spend one minute of my time or energy explaining why I am on Twitter? According to the New York Times, some advertisers are asking the question and the answer is easy.