Elon Musk 在完成收购 Twitter 之后写给 Advertisers 的公开信

Oct 27, 2022 at 3:45:22 PM

原始链接是 Twitter 的 3 张图片,下面是用 Safari 的图片转文字功能获得的文本。


I wanted to reach out personally to share my motivation in acquiring Twitter. There has been much speculation about why I bought Twitter and what I think about advertising. Most of it has been wrong.

The reason I acquired Twitter is because it is important to the future of civilization to have a common digital town square, where a wide range of beliefs can be debated in a healthy manner, without resorting to violence. There is currently great danger that social media will splinter into far right wing and far left wing echo chambers that generate more hate and divide our society.

In the relentless pursuit of clicks, much of traditional media has fueled and catered to those polarized extremes, as they believe that is what brings in the money, but, in doing so, the opportunity for dialogue is lost.

That is why I bought Twitter. I didn't do it because it would be easy. I didn't do it to make more money. I did it to try to help humanity, whom I love. And I do so with humility, recognizing that failure in pursuing this goal, despite our best efforts, is a very real possibility.

That said, Twitter obviously cannot become a free-for-all hellscape, where anything can be said with no consequences! In addition to adhering to the laws of the land, our platform must be warm and welcoming to all, where you can choose your desired experience according to your preferences, just as you can choose, for example, to see movies or play video games ranging from all ages to mature.

I also very much believe that advertising, when done right, can delight, entertain and inform you; it can show you a service or product or medical treatment that you never knew existed, but is right for you. For this to be true, it is essential to show Twitter users advertising that is as relevant as possible to their needs. Low relevancy ads are spam, but highly relevant ads are actually content!

Fundamentally, Twitter aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise. To everyone who has partnered with us, I thank you. Let us build something extraordinary together.


DeepL 的中文翻译:


我想以个人名义来分享我收购 Twitter 的动机。关于我为什么收购 Twitter 以及我对广告的看法,已经有很多猜测。其中大部分都是错误的。

我收购推特的原因是,拥有一个共同的数字城市广场对人类文明的未来非常重要,在这里可以以健康的方式对各种信仰进行辩论,而不诉诸暴力。目前有一个很大的危险,就是社交媒体会分裂成极右翼和极左翼的回音室,产生更多的仇恨,分裂我们的社会。

在对点击率的不懈追求中,许多传统媒体已经助长并迎合了这些极化的极端主义,因为他们认为这就是带来金钱的原因,但是,在这样做时,失去了对话的机会。

这就是我购买 Twitter 的原因。我这样做并不是因为这很容易。我这样做不是为了赚更多的钱。我这样做是为了试图帮助我所爱的人类。我是带着谦卑的态度这样做的,因为我认识到,尽管我们做出了最大的努力,但在追求这一目标的过程中,失败是一种非常现实的可能性。

也就是说,推特显然不能成为一个自由放纵的地狱,在那里可以说任何话而不承担任何后果!。除了遵守国家法律之外,我们的平台必须对所有人都是温暖的,你可以根据你的喜好选择你想要的体验,就像你可以选择,比如说,看电影或玩视频游戏,从所有年龄段到成熟。

我也非常相信,广告,如果做得好的话,可以让你高兴、娱乐和知情;它可以向你展示一个你从来不知道存在的服务或产品或医疗,但却适合你。要做到这一点,向Twitter用户展示尽可能与他们的需求相关的广告是至关重要的。低相关性的广告是垃圾邮件,但高度相关的广告实际上是内容!。

从根本上说,Twitter 渴望成为世界上最受尊重的广告平台,加强你的品牌,发展你的企业。对每一个与我们合作的人,我都感谢你们。让我们一起打造非凡的东西。


2022 年 10 月 27 日