X (formerly known as Twitter) has appointed a new Head of Safety, with Kylie McRoberts taking on the role to oversee civil discussions on the platform. The role was previously known as “Trust and Safety” until Elon Musk decided to remove the term “Trust” from the title. McRoberts will now face the challenge of maintaining order on the app while also adhering to Musk’s preferences on moderation and censorship, which are subject to change based on his personal beliefs.
The previous Head of Safety at X, Ella Irwin, resigned last year after a disagreement with Musk over restricting the reach of a controversial documentary that aligned with Musk’s anti-trans views. Irwin’s departure was followed by the resignation of another Trust and Safety chief, Yoel Roth, who left after Musk criticized him for perceived censorship by the previous Twitter management. Musk’s involvement in decision-making and personal attacks on staff have created a challenging environment for those responsible for moderating content on the app.
One of the key challenges facing McRoberts and others in the Trust and Safety role is the reduction of staff and resources in the department. Following Musk’s takeover of the app, 80% of the engineers working on moderation were fired, the Trust and Safety Council was dissolved, and experienced leaders like Roth left. Musk’s emphasis on crowd-sourced fact-checking through Community Notes has been criticized by experts in the field, as it lacks other essential moderation measures and relies heavily on user input to determine the accuracy of content.
Despite concerns about the effectiveness of Musk’s moderation approach, which prioritizes user participation in identifying misinformation, X has announced plans to establish a new safety center in Texas. McRoberts will be supported by former Publicis Media EVP Yale Cohen in managing Musk’s ever-changing views on moderation and censorship. Musk’s unpredictable nature and changing beliefs pose a challenge for any Head of Safety or moderation team, as they must navigate his shifting stances and decisions based on his emotions and personal preferences.
It remains to be seen how McRoberts will fare in her role amid Musk’s unique leadership style and focus on user-led moderation. Musk’s emphasis on free speech and reliance on user input for moderation has raised concerns about the effectiveness of ensuring a safe and truthful environment on the app. McRoberts will need to navigate Musk’s shifting priorities and adaptability in decision-making to align with his desires and maintain order on the platform. The future of moderation at X remains uncertain, as Musk’s influence and unpredictable nature continue to shape the app’s approach to safety and content moderation.