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Why Brands Started Talking Like Your Funniest Friend Online
At some point, the official social media account of a fast-food chain, an airline, or a bank stopped sounding like a company and started sounding like a slightly unhinged twenty-t…
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How Online Entertainment Brands Build Communities in the Social Media Era
For most of the twentieth century, entertainment was something companies broadcast at audiences. A studio released a film, a network aired a show, a label pressed a record, and th…
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The Dead Internet Theory Was a Joke. Then the Feeds Started Proving It Right.
A few years ago, the "dead internet theory" was the kind of thing you brought up to sound interesting at a party and then disowned before anyone took you seriously. The claim, in…
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Two Protocols, Two Visions: What ATProto and ActivityPub Are Really Arguing About
The most important debate in social media right now is not happening on social media. It is happening in GitHub repositories, developer forums, and protocol specification document…
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How Online Entertainment Brands Are Rebuilding Their Social Presence Without Paid Advertising
The article For most of the last decade, the playbook for an online entertainment brand on social media was straightforward. You bought paid placement at scale, you targeted looka…
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A Look at the Lawsuits That Have Followed the X Saga
Elon Musk has agreed to pay roughly $1.5 million to end a long-running U.S. Securities and Exchange Commission lawsuit over how he started buying Twitter shares back in 2022 — the…
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Fired by Elon Musk, Now Worth $2 Billion: Parag Agrawal's Quiet Comeback Story
When Elon Musk walked into Twitter HQ in October 2022, one of the first names on the chopping block was Parag Agrawal — the CEO who had been on the job for less than a year. Three…