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Brian Windhorst’s Incredible TV Was The Result of Awful Communication Execution

“Is your point that Danny Ainge might be following the same blueprint in Utah that he executed in Boston? Because that’s a really good point. And instead of letting everyone twist themselves dizzy try to get there, why don’t you, I don’t know, say what you mean in the fewest words possible. That’s kind of the whole idea of effective communication.”

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I’m going to be that guy. You know, the one who takes something totally harmless that everyone is enjoying and decides he should explain why this thing isn’t as great as everyone thinks. Invariably, this criticism will be prefaced with the word “actually.” Yeah, that guy.

So here goes: As entertaining as Brian Windhorst’s two minutes of theatrical conjecture was on First Take last Friday, it was actually a demonstration of things that hosts and analysts should avoid. It was self-indulgent. It came at the expense of the moderator, Christine Williamson, and co-panelists Freddie Coleman and Courtney Cronin. Most of all, it was a deliberately vague way to communicate what should have been a fairly straightforward analysis: there were signs that Danny Ainge would do in Utah what he did in Boston, which is why Rudy Gobert may be on the trade block.

Windhorst’s soliloquy spawned a thousand memes and entertained us all the Friday before a holiday weekend, but upon further review, I’ve decided it was like watching a man smell his own farts and describe them as if they were a wine.

Look, I gave you fair warning that I was going to be that guy. It doesn’t mean I’m wrong, though.

Windhorst’s theatrics were memorable. They were funny. I’ve screen-shotted a few of them myself. It is not something to be emulated, though, nor heralded as some sort of master class. The result may have been unforgettable, but the process that led to it had some serious issues. Let’s take a look.

Windhorst: “There was a trade yesterday between the Utah Jazz and the Brooklyn Nets. A very strange trade. A very strange trade. You’d really have to be a Jazz or a Nets fan to even know what I’m talking about right now.”

Freddie Coleman: “OK.”

Windhorst: “I don’t know even know if you guys know what I’m talking about.”

Christine Williamson: “I’m at the edge of my seat. I have Woj’s notifications turned on, but I don’t remember this.”

Pause.

Rhetorical questions are a terrible tool to use on a panel unless you’re actually seeking to minimize the expertise of your colleagues. Windhorst openly questions whether they even know about the transaction he’s talking about, which puts his colleagues in a no-win situation. If they answer him correctly, they appear like students responding to the teacher. If they answer it incorrectly, it shows they’re as clueless as he’s implying.

In either case, Windhorst isn’t really looking for the answer. He’s seeking to build suspense, but he’s doing it at the expense of his colleagues.

OK. Let’s resume.

Windhorst: “They traded Royce O’Neale, who is a role-playing 3-point, defensive shooter to Brooklyn for a future first-round draft pick. And so you’re going, ‘What do you care about Royce O’Neale? Why does that matter? Why would the Jazz do that?’

“Why would the Jazz – who have two stars on their roster – take a player who’s one of their starters and best defensive players and trade him in a salary-dumping move? Why would they do that?”

Courtney Cronin: “To open space to try to land Kevin?”

Windhorst: “No.”

Coleman: “Part of a three-team trade?”

These are totally reasonable suggestions from Cronin and Coleman given that the question on the First Take chyron is “Where is the best landing spot for Durant?” Windhorst is asking questions, and they’re trying to be good teammates by playing along. Their reward is to look like they’re being schooled by Windhorst’s X-ray vision into the significance of this move, which by the way, he has decided to make the centerpiece of a discussion that was supposed to be about Durant.

Let’s see where he goes next.

Windhorst: “You say, ‘Why did Quin Snyder walk away from that job?’”

Williamson: (Leans in) “OK?”

Windhorst: “And you say, ‘When Danny Ainge, the last time he hired a coach, it was Brad Stevens.’ “

Coleman: “Right.”

I’m sorry, but you’re the one saying those things, Brian. You’re the one who’s setting up this line of inquiry, and you’re leaving your colleagues to try and intuit where the hell you’re going while using this whole second-person construction.

Is your point that Danny Ainge might be following the same blueprint in Utah that he executed in Boston? Because that’s a really good point. And instead of letting everyone twist themselves dizzy try to get there, why don’t you, I don’t know, say what you mean in the fewest words possible. That’s kind of the whole idea of effective communication.

OK. Sorry. Getting carried away. Go ahead, resume, Brian.

Windhorst: “What happened that same year? What did he do, when he hired this young coach who had never coached in the NBA before, and he gave him a long contract. He gave Brad Stevens a six-year contract. Will Hardy – who they just hired, who could potentially be a great young coach – they gave him a 5-year contract. Very rare for a first-time head coach to get a 5-year contract. Why? What’s going on in Utah?”

Williamson: “What’s going on in …”

Windhorst: “And that’s what people in the league are watching right now.”

Coleman: “OK.”

Time for a rhetorical question of my own: Why in world would it be at all surprising the front-office executives who run the 28 other NBA teams are intensely interested in this trade? Isn’t that what these executives are paid to do? They’re supposed to be intensely interested in what their competitors are doing. In fact, I would think that an executive would have to be criminally negligent NOT to be wondering what this trade signified about the intentions and plans of this playoff team with a new general manager who has just traded a starter. Why is this noteworthy?

Windhorst: “What’s going on in Utah?”

OK. I’ll bite, Brian. What do you think is going on in Utah? I mean, I’m more interested in where Durant will wind up, and that was supposed to be this segment, but we’re an awful long way from home now, and I’ve invested enough time that I am legitimately curious as to what this Utah team with this new general manager and this new coach might be doing that would prompt them to deal Royce O’Neale.

Windhorst: “And so I think the Brooklyn Nets and the Phoenix Suns need to find out what’s going on in Utah as well. Because what else happened that first year that Brad Stevens got hired? Danny Ainge traded Kevin Garnett and Paul Pierce.”

Coleman: “To the Brooklyn Nets.”

God bless Freddie Coleman. Man is he trying. What a total pro. He’s listened to Windhorst wander through his thoughts for nearly two minutes now, and Coleman is trying, he’s really trying, to connect this back to the actual subject of this segment which is a potential destination for Durant. Alas, no.

Windhorst: “That trade, that Royce (O’Neale) trade, it was a very strange trade.”

Now, credit where it’s due: The O’Neale trade did in fact portend a sea change in Utah, which did end up unloading one of the two stars Windhorst mentioned, trading Rudy Gobert to the Minnesota Timberwolves.

It’s not the location of Windhorst’s soliloquy that’s my issue here, but his pitch selection. He clearly knew something was going on in Utah. He said as much later on an episode of his podcast, The Hoop Collective with Brian Windhorst.

Windhorst and Tim McMahaon were talking about the possibility of Gobert being traded the night before Windhorst’s First Take appearance. McMahon disclosed the actual details.

“It was pretty close to the trade that went down,” Windhorst said. “The biggest difference was that we thought Jaden McDaniels was going to be in that trade. The Jazz wanted Jaden McDaniels in that trade. The ‘Wolves refused, and that is reflected in the number of picks and the lack of protection on the picks.”

OK. So why didn’t Windhorst say that more directly? In part, because he wanted to avoid having that statement aggregated as Jordan Bondurant summarized at Barrett Sports Media on Thursday.

So instead of saying what he thought, Windhorst went through a two-minute journey of rhetorical questions and hand gestures, forcing his colleagues to follow along and try and guess what he was going on about. The end result was that a discussion about potential landing spots for Durant turned into a thorough examination of all the signs that pointed to the Jazz doing something big without ever saying something big despite the fact the man conducting this examination had a pretty good idea of what that something big was.

Was it good television? Sure. It was memorable and cut through on the Friday before a holiday weekend. It’s just not an approach anyone would be advised to repeat, including Windhorst.

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Twitter Blue Debacle Showcases Company’s Ongoing Concerns

“If you start giving away blue badges to everyone, then it has no value. It’s the equivalent of a currency. if you start printing more, it gets devalued. Same for verified badges.”

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For years, a blue “verified” check mark on Twitter has long been considered a symbol of status. Anyone — entrepreneurs, journalists, business executives — could potentially end up in the same exclusive space as celebrities like Taylor Swift and Tom Brady. 

Perhaps the one quality that the blue check mark represented that had been overlooked was its authenticity stamp. The badge has been used all across social media platforms to signal an account’s authenticity — a verification that recently has proven to be of significant importance to not only people, but brands as well. 

Shortly after Elon Musk’s $44-billion takeover of Twitter, the billionaire swiftly made his mark which, among many things, included a democratization of the app’s verification system. With a $7.99 monthly subscription to Twitter Blue, which launched last year as the company’s first subscription service, users could now possess what had long evaded them: a blue check mark.

“Theoretically, this would have made it easier for some brands or influencers to get verified than it has been in the past,” Galen Clavio, director of undergraduate studies for the Media School at Indiana University Bloomington, wrote in an email about the possible benefits of Twitter Blue’s verification accessibility. 

“From an algorithmic perspective, that would have made sense to pursue under the Twitter setup that everyone had come to know,” he added. 

While perhaps not a surprise to Musk or Twitter executives, everyday people were paying for the newly revamped Twitter Blue to boast their social media clout. Whether Twitter leadership knew it or not, though, those same subscribers took the opportunity to verify themselves using the alias of actual people. 

Very quickly, Twitter Blue created an abundance of impersonators masquerading as verified celebrities and companies. Misinformation was hard to identify, making it tougher to find information in an era already plagued by discrepancies between fact and fiction.

“If you start giving away blue badges to everyone, then it has no value,” Alessandro Bogliari, CEO of the Influencer Marketing Factory, an influencer marketing agency, wrote in an email. “It’s the equivalent of a currency. if you start printing more, it gets devalued. Same for verified badges.”

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A screenshot of a fake account created to appear as pharmaceutical company Eli Lily shows the dangers of allowing anyone to be verified on Twitter.

Shortly after the Twitter Blue re-launch, a tweet was sent from an account using the same logo and name of Eli Lilly, a pharmaceutical company. It read, “We are excited to announce insulin is free now.” The tweet seemed legit — the branding seemed real, as did the company name. It also boasted a blue-check mark, so it had to be true. 

As just one of many misrepresentations that succeeded it, the Eli Lilly tweet was a fake. Even when Twitter finally removed the tweet, more than six hours later, the fraudulent account had more than 1,500 retweets and 10,000 likes. The pharma company’s stock also plummeted $368 a share to $346 a share, reportedly erasing billions in market cap, according to several economic reports. Eli Lilly’s stock price currently sits at roughly $352 as of Nov. 16th.

“I can only imagine the damage a tweet like that made for the company, its employees, stakeholders, shareholders and anyone really related to their offering,” Bogliari said. “Some were able to tweet from their official accounts and restore it a bit. Others, I imagine, used PR and reputation firms to get to a solution fast. But it’s not that easy for all of them… for others it could be potentially a damage so big they won’t be able to survive, not just in terms of market cap/stock value, but also in terms of reputation and customers love.”

The verification mishap affected not only Eli Lilly’s reputability and profitability, but could also spell trouble for Twitter’s revenue stream.

“It’s making it really easy for advertisers to say: ‘You know what, I don’t need to be here anymore,’ and walk away,” Jenna Golden, who previously ran Twitter’s political and advocacy ad sales team, said in an interview with The Washington Post. “People are not just providing inaccurate information but damaging information, with the ability to look legitimate. That is just not a stable place for a brand to invest.”

Sports personalities were also hurt by the preponderance of fake users across Twitter. Basketball star LeBron James trended on the platform after a tweet from someone with the user handle, @KINGJamez, claimed that the 37-year-old was leaving the Los Angeles Lakers to join his former club, the Cleveland Cavaliers. 

Adam Schefter, a notable football analyst at ESPN, also trended after someone with the user handle, @AdamSchefterNOT, revealed that Las Vegas Raiders head coach Josh McDaniels lost his job. While the user handle clearly indicates that it didn’t come from the actual Adam Schefter, the fact that it was quote tweeted could have led many people to assume it was really Schefter, since many were unlikely to take the time to click and confirm the tweet — and tweeter’s — validity.

These are just a few specific instances where, while a more open verification system could have helped Twitter users, the idea did not lead to a successful implementation.

“Being verified would have given those brands more credibility and be marked as the official brand — impersonation happens also for smaller brands and not just for Fortune 100 companies,” Bogliari said. “So the idea was theoretically good — I would say only for brands and certain individuals and not just for everyone… documents and proof (are still) required but the execution showed us all the flaws.”

Verification issues aside, Twitter faces an uncertain future under Musk’s leadership. As much as 50% of the company’s 7,500 employees predating Musk’s ownership have been laid off under his tenure. The billionaire also revealed that Twitter’s cost-cutting methods are a result of the company losing upwards of $4 million daily. He’s even announced potential bankruptcy if Twitter doesn’t correct its financial woes. 

“I see the Twitter Blue controversy as one of several items that are likely to just make brands and creators look elsewhere in the social media landscape,” Clavio said. “Twitter offers minimal exposure for creators and brands to the public when compared to other networks, and a much higher risk of doing or saying something that can cause a crisis.”

As more people grow skeptical about Twitter, alternatives have started to emerge. More people are visiting platforms like Discord, Reddit, even Tumblr. Others are joining Mastodon, a free and open-source microblogging site that has drawn comparisons to Twitter for its timeline of short updates arranged chronologically rather than algorithmically. 

As recently as Nov. 12th, Mastodon boasted approximately 6.63 million accounts, a 17% increase from the 5.65 million users it had on October 28th. 

From internal struggles to increased competition, Musk inherited a Twitter that, for better or worse, might be on a continual spiral to irrelevancy. 

“It’s clear that the Twitter platform is pretty fractured right now,” Clavio said. “At the end of it all, I think a lot of brands will just opt out of having a presence on Twitter, paid or otherwise. It’s just not big enough of a platform to justify the potential negative exposure.”

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BSM Writers

Christian Arcand Returns To Where It All Started At WEEI

“Going to WEEI was a no-brainer for me. I started there. That’s my radio home.”

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Since the turn of the century alone, Boston has hosted 12 ticker tape parades to celebrate championships. Christian Arcand has had the opportunity to experience that success firsthand, initially as a diehard Boston sports fan and then as a voice of the fan. Now as he begins his second stint at the WEEI — this time as a producer and weekend host — he aims to ensure a seamless transition for both the Merloni, Fauria, & Mego afternoon drive show and his career in sports media.

Returning to a station where his Boston radio career began, Arcand enters the same building where he started his last sports media job with 98.5 The Sports Hub. Once the station moved to Dorchester, Massachusetts, WEEI moved its studios to the location – and it is where its shows are broadcast from today. Arcand’s time at 98.5 The Sports Hub ended in being laid off last month; despite that though, going to work evokes feelings of nostalgia and déjà vu.

“Walking back in there for the first time was pretty wild,” Arcand said, who returned to WEEI earlier this week. “I was laid off from The Sports Hub and it was a big surprise to me and to, I think, everybody that [it] happened.”

After graduating from the University of Colorado, Arcand moved back east to work for WDIS AM 1170 in Norfolk, Massachusetts, which he says isn’t really an option for those entering the business today.

“These little stations are all gone,” Arcand expressed. “Those were pipelines to places like WEEI and WFAN and other places in the area. You’d work in Connecticut or you’d work in Rhode Island or whatever and these places all just disappeared.”

Just over a year later, Arcand made the move to ESPN New Hampshire, initially co-hosting Christian and King with Tom King, a sportswriter for the Nashua Telegraph covering the New England Patriots, Boston Bruins and other college and high school sports. The show was broadcast during the midday time slot from noon to 3 p.m. and sought to entertain the audience while informing them about the day’s action.

After nearly four years on the air, Arcand transitioned to work with Pete Sheppard, a former member of the heralded WEEI program The Big Show hosted by Glenn Ordway, on Arcand and Sheppard. Additionally, Arcand was named as the show’s executive producer, meaning that while the show was going on, he was often focused on many different tasks. Once Christian and King was brought back, he continued working in this dual role before the show ended in January 2017, six months before the format flipped from ESPN-branded sports to oldies.

“It was a lot – cutting up all the audio you want to play, then playing it during the show, then cutting the commercial [and] trying to answer the phone,” Arcand said. “It was this whole thing, but I really loved it; we had a lot of fun up there.”

While Arcand currently works at WEEI, it is his second stint with the station – and this time, he is working in a brand new role. He initially joined the station in 2013 as a sports anchor and co-host of the evening program Planet Mikey featuring Mike Adams. Shortly thereafter, he helped launch WEEI Late Night, airing from 10 p.m. to 2 a.m. where he became known in the Boston marketplace going on the air after the conclusion of Boston Red Sox live game broadcasts.

Unlike his time in New Hampshire though, he was solely hosting and not producing – requiring him to adjust to not having as much oversight regarding the inner workings of each program.

“I’m not a control freak, but I remember [thinking], ‘Wow, this is different. I’m not running the board anymore. I’m not playing my own stuff,’” Arcand said. “….That was kind of jarring at first [but] I ended up working with a lot of great producers and I still am today.”

Mike Thomas, who currently serves as the senior vice president and market manager for Audacy Boston, was integral in building 98.5 The Sports Hub from its launch in August 2009. He was responsible for signing Arcand away from WEEI to join the brand as co-host of The Adam Jones Show airing weeknights.

Working alongside show producer Jeremy Conley, he gained an in-depth understanding of what it entails to produce a sports talk radio show in a major market, helping broaden his knowledge of the craft and position him for his current job with WEEI.

“I really had a good opportunity to learn from some of, I think, the best [producers] in the business,” Arcand said. “….It’s cool being a fan of these guys and then getting to work with them and learn from them and all that other stuff…. It’s really a job that requires a lot, and the guys who are really good at it, I think, are just top-notch.”

Over the last several years, 98.5 The Sports Hub has earned massive wins across the Nielsen ratings, recently finishing number one in the summer book across all dayparts in the men 25-54 demographic. Days later though, the station’s parent company Beasley Media Group made budget cuts, resulting in Arcand and Toucher and Rich producer Mike Lockhart’s employment being terminated.

While Lockhart has since been re-hired after Fred Toucher and Rich Shertenlieb lobbied for the decision to be reversed, Arcand was in the job market quickly mulling over his future in the industry. In fact, it was reported that Arcand was on the verge of signing a three-year contract that would have kept him at the station before the termination of his employment.

“I was so shocked that it had happened and it was sort of hard to deal with it,” Arcand expressed. “Then I was angry about it and then I sort of channeled that into, ‘Okay, what am I going to do next here?’ You start thinking, ‘Is this it? Is this the end of the career? Are you going to even continue doing this?,’ and that was a thought I had a couple of times.”

Arcand’s abrupt departure from 98.5 The Sports Hub and Boston sports radio was short-lived though, as there was a substantial market for his services. In the end, he communicated with Thomas and WEEI operations manager Ken Laird, utilizing industry connections and his own versatility to return to the place where he began working professionally in Boston.

“Seeing that WEEI was in the market for someone on-air and to produce [the afternoon] show, I was right there and willing to try out something I hadn’t done in a while,” Arcand said. “It was a no-brainer, really. Going to WEEI was a no-brainer for me. I started there. That’s my radio home.”

As someone once again “new” to the station, Arcand is looking to foster a working chemistry with afternoon hosts Lou Merloni, Christian Fauria and Meghan Ottolini, along with radio producer Ryan Garvin. Arcand enters the role replacing show executive producer Tyler Devitte who left the station to pursue other opportunities and feels that the composition of the show is unique in the sports radio landscape. In short, it gives them an opportunity to further differentiate themselves from other afternoon programs across multiple platforms of dissemination.

“It’s an interesting show because Lou and Christian are both ex-jocks,” Arcand explained. “It’s rare that you sort of see shows where it’s just two guys like that and it was just them for a while but then with [Glenn] Ordway and then they brought in Meghan [Ottolini].”

Arcand had been listening to the afternoon drive program long before the offer to return to WEEI was made to him and now looks to offer his insight and expertise when necessary. He does not want to enter his new role with insolence or by coming off as dogmatic when expressing his opinions about the show.

“I’m sort of taking the approach of observing more than maybe I would in a couple of weeks from now or something,” he said. “I want to sort of make sure I get the rhythm of the show and the clock and everything like that. Those are all things that you have to be more aware of when you’re behind the glass as opposed to on the air.”

Arcand will be hosting a solo radio program on WEEI every Saturday afternoon, reminiscent of Sunday Service, a weekend show he used to host on 98.5 The Sports Hub. He is excited to be able to return to the Boston airwaves and connect with his audience once a week to bring them the latest sports news and entertaining talk – all while bringing his trademarks of sarcasm and congeniality.

“I’m really comfortable just sitting in the room, cracking the mic and talking with the callers or putting out my points and getting to certain things that I want to touch on,” Arcand said. “….I think my style is one that you just sort of tune in and you’re hanging out with me for a couple of hours.”

Ultimately, Christian Arcand has made the move back to what he refers to as his radio home. As he concludes his first week back at WEEI, he is focused on producing the afternoon drive program and complimenting that with his solo show on Saturdays, the first of which will take place tomorrow from noon to 2 p.m. Through all of his endeavors, he will talk about Boston sports with his listeners no matter the season, giving them a platform to engage with the hyperlocal coverage.

“Being back at WEEI is something that I’m really happy about,” Arcand expressed. “I was excited to get started, [and] now that I’m there, I’m excited to see where we can take this show.”

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BSM Writers

What Twitter Alternatives Exist For Sports Media?

Sports Twitter is a major vehicle that has helped establish the platform’s reputation for accurate and authentic up to the minute information.

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The reality of Twitter dying as a platform was looked at as a bit hyperbolic when Elon Musk first took over the social media network. Now though, it is slowly coming closer and closer to potential reality.

Musk has been on a quest to salvage Twitter’s economic stability but has done so in an irrational and unplanned fashion. The actions he has taken include publicly criticizing his employees and firing them after pushback and firing essential engineers who literally keep the platform from crashing. Developers have even warned Twitter users with two factor authentication to either remove the feature or to remain logged in because the function that handles that process no longer works.

Sports Twitter is a major vehicle that has helped establish the platform’s reputation for accurate and authentic up to the minute information. It has helped establish the careers of insiders such as Adrian Wojnarowski, Shams Charania and Adam Schefter. In case Twitter does actually come to an end, what should reporters who rely so much on the platform do?

Establish an email list through Substack

With permission from their employers, I would suggest starting a newsletter list that they would be able to carry with them in case they decided to leave their employer at some point (all three of the mentioned journos recently signed extensions). Posting on Substack through a mobile device is just as easy as posting on Twitter and it gives users an almost similar experience to what they had with using Twitter in the sense that they could have their email notifications turned on and they could interact with other basketball lovers through Substack’s comments section.

Create a live blog that always exists on your employer’s page

A running page of information that was sponsored and existed on ESPN or Stadium’s page would make digestible, quick hit commentary monetizable for the networks that employ Shams, Woj and Schefter. It brings people back to their employer’s page and establishes even more of a bond between consumers and apps/websites – a connection that has been taken away from many due to the existence of social media.

Establish a Mastodon server

With over a million users, Mastodon has become the closest thing to a Twitter alternative that’s available. Even though signing up for an account is a little confusing and the ability to search for unique users and takes isn’t fully established in comparison to Twitter – Mastodon has a similar look and feel to Elon’s platform and it gives employers more control over who is and isn’t interacting with their employees and what they are able to see. It would make it easier on ESPN or Stadium’s part to constantly promote links to their pages for viewers and readers to consume.

It’s the closest thing that is available to establishing your own social media network without the startup costs, hiring of engineers and figuring out tech issues. An advertising mechanism hasn’t been established yet but ESPN or Stadium could be in the forefront (because of the credibility they bring to the table) of establishing the revenue side of things alongside Mastodon.

Stick it out with Elon

NBC Universal’s advertising head recently told AdAge that NBC is sticking it out with Twitter. Twitter’s ad program has faced setback since Elon’s takeover but it is still much more established and streamlined that anything else available out there that is similar to Twitter. She also said that Twitter is the biggest host of NBC content on the internet (besides NBC owned platforms of course).

If a major company like NBC is standing with Twitter and if most major advertisers haven’t left yet, maybe sports reporters should also stay put for now. Twitter is not a startup. Despite the disarray we read about everyday, it’s still an established company that is up and running. We are all using Twitter itself to talk smack about its mismanagement but the reality is we are all still using Twitter. Even those who have gone away from the platform still come back more often than not to check in on what is happening directly on Twitter.

Maybe the grass will eventually be greener on the other side and Elon will have Twitter on more established ground. Maybe Elon files for bankruptcy and sells it to bankers who create an environment of stability for the company.

The reality is there is no other platform as good at real time reaction than Twitter so maybe sticking it out and keeping status quo is the best thing for everyone to do. See you later on Twitter (follow me @JMKTVShow).

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