Book Review: "Character Limit" by Kate Conger and Ryan Mac

Full Title = Character Limit: How Elon Musk Destroyed Twitter by Kate Conger and Ryan Mac

I think it is important to remember that Elon Musk is one of those human beings that divides opinion. This book goes off the opinion that he destroyed Twitter and to many of us who have Twitter, that is true. The 'bot' accounts he was apparently going to rid us of are worse and more populous than ever, the freedom of speech rule only applies if you aren't making fun of him and finally, his weird endorsements of the government may be viewed as a conflict of interest when it comes to viewing content on Twitter. No, I will not call it X - I am sorry. Perhaps in brackets, it can be (X). But it will remain 'Twitter' for this review.

The book begins by tracing Twitter’s history, exploring its creation and its evolution under the leadership of Jack Dorsey, one of its co-founders. Dorsey, who had a somewhat unconventional approach to leadership, often managed the company remotely, prioritising his personal projects and interests over day-to-day operations. While he played a significant role in shaping Twitter’s identity as a platform for global discourse, his detached management style contributed to internal instability. The authors portray Dorsey as a visionary but one who struggled with the practical realities of running a complex, large-scale technology company. His desire for Twitter to serve as a neutral 'digital town square' clashed with the increasing pressures from governments, advertisers, and the public to regulate content more strictly.

Musk, already one of the most active and influential users on Twitter, became deeply concerned with what he perceived as the platform’s growing censorship and ideological bias. His frequent public criticisms of Twitter’s moderation policies suggested that he saw it as a company failing to uphold free speech principles. At the same time, Musk leveraged Twitter to build his personal brand, promote his companies, and engage directly with his vast audience of over 70 million followers. The book details how Musk’s frustrations with Twitter’s management and his belief that he could fix the platform led to him quietly acquiring shares, eventually culminating in his decision to attempt a full takeover.

The authors provide an in-depth look at the high-stakes drama behind Musk’s $44 billion acquisition of Twitter. Initially, Musk positioned himself as a passive investor, but his true intentions quickly became clear. His bid to buy Twitter was marked by impulsiveness, legal battles, and a rapid series of public statements that left both Twitter employees and shareholders uncertain about the company’s future. The authors outline how Musk tried to back out of the deal once he realised the financial burden it would impose, citing concerns over bot activity on the platform. However, legal pressure ultimately forced him to follow through with the acquisition. This period was characterised by intense media scrutiny, internal company turmoil, and growing concerns about what Musk’s leadership would mean for Twitter’s future.

As soon as Musk finalised the acquisition, he wasted no time in implementing drastic changes. He fired top executives, dissolved the board of directors, and assumed full control over decision-making. I think we all remember this debacle. The most controversial and immediate move was the mass layoffs, approximately half of Twitter’s workforce was let go within days. This sudden downsizing resulted in operational chaos, with entire teams responsible for platform safety, content moderation, and infrastructure stability either greatly reduced or eliminated entirely. The author’s describe the emotional impact this had on employees, many of whom had dedicated years to the company, only to be dismissed in a brutally impersonal manner.

Musk’s takeover was driven, in part, by his belief that Twitter had become too restrictive in its moderation policies, stifling free expression. He quickly reversed many of the previous administration’s rules, reinstating banned accounts, including high-profile figures who had been removed for spreading misinformation or inciting violence. The text details how this shift emboldened a wave of problematic content, including an increase in hate speech, conspiracy theories, and harassment. While Musk argued that these changes were necessary to restore Twitter as a true 'public square,' the reality was that advertisers began fleeing the platform, unwilling to associate with the growing toxicity.

One of the text’s strongest arguments is how Musk’s actions led to a dramatic decline in Twitter’s financial health. Advertisers, who provided the bulk of Twitter’s revenue, began pulling their campaigns due to concerns over brand safety and the erratic nature of Musk’s leadership. Subscription-based initiatives, such as the ill-fated paid verification system, failed to generate significant income. The book highlights how Musk’s impulsive decision-making, such as abruptly changing verification policies and implementing new features without proper testing, contributed to financial instability. Within months, Twitter’s estimated value had dropped significantly from the $44 billion purchase price. This was just going to happen, I think. Let the madman run the house and you get what you pay for.

As Musk’s leadership became increasingly controversial, public sentiment toward Twitter shifted dramatically. Many longtime users began abandoning the platform, citing concerns over the growing prevalence of harmful content and the site’s overall instability. The book details how Twitter’s reputation took repeated hits, not just from mainstream media but also from the very user base that had once championed it. Tech experts and analysts warned that Musk’s approach was not only damaging Twitter as a business but also diminishing its cultural significance. The book examines how Musk’s attempts to rebrand the platform, including his decision to rename it 'X', were widely seen as a misguided effort that further alienated users.

All in all, I think this book perfectly showcases what the problem is with Elon Musk's Twitter - it has descended into a narcissist's playground in which you have the freedom to do what you feel like whilst also be on the receiving end of knowing that it has a bad reputation with its users. Personally, I have BlueSky for this reason. Not because I hate Twitter, but because I know it is going down the pan and I'm waiting for it to become no longer viable to exist on.