SAN FRANCISCO — Elon Musk may want to send “tweet” back to the birds, but the ubiquitous term for posting on the site he now calls X is here to stay — at least for now.
For one, the word is still plastered all over the site formerly known as Twitter. Write a post, you still need to press a blue button that says “tweet” to publish it. To repost it, you still tap “retweet.”
With “tweets,” Twitter accomplished in just a few years something few companies have done in a lifetime: It became a verb and implanted itself into the lexicon of America and the world. Upending that takes more than a top-down declaration, even if it is from the owner of Twitter-turned-X, who also happens to be one of the world’s richest men.
A worker removes a character from a sign on the Twitter headquarters building July 24 in San Francisco.
“Language has always come from the people that use it on a day-to-day basis. And it can’t be controlled, it can’t be created, it can’t be morphed. You don’t get to decide it,” said Nick Bilton, the author of “Hatching Twitter: A True Story of Money, Power, Friendship, and Betrayal” about Twitter’s origins.
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Twitter didn’t start out as Twitter. It was “twttr” — without vowels, which was the trend in 2006 when the platform launched and SMS texting was wildly popular. The iPhone only came out in 2007.
Twitter co-founder Evan Williams “went one day and purchased the vowels, two vowels for essentially $7,500 each,” when he bought the URL for twitter.com from a bird enthusiast, Bilton said.
At the beginning, people didn’t “tweet” — it was “I’m going to twitter this,” Bilton recalled. But “twittered” doesn’t roll off the tongue and “tweet” soon took over, first in the Twitter office, then San Francisco, then everywhere.
We’ve been tweeting for well over a decade. World leaders, celebrities and athletes, dissidents in repressive regimes, propaganda trolls, sex workers and religious icons, meme queens and actual queens. Former President Donald Trump’s incendiary use of the bird app quickly punted “tweet” into near-constant headlines during his presidency. People who never signed up for Twitter knew what the word meant.
For now, we still tweet, retweet and quote tweet, and sometimes — perhaps not often enough — delete tweets. News sites embed tweets in their stories and TV programs scroll them. No other social network has a word for posting that’s entered the vernacular like “tweet” — though Google did the same for “googling.”
An index card shows the entry “tweet” Aug. 24, 2011, at Merriam-Webster headquarters in Springfield, Mass.
The Oxford English Dictionary added “tweet” in 2011. Merriam-Webster followed in 2013. The Associated Press Stylebook entered it in 2010.
“Getting into the dictionary is an indication that people are already using it,” said Jack Lynch, a Rutgers University English professor who studies the history of language.
As Twitter grew into a global communications platform and struggled with misinformation, trolls and hate speech, its friendly brand image remained. The blue bird icon evokes a smile, like the Amazon up-turned-arrow smile — in contrast to the X that Musk has imposed.
Martin Grasser was two years out of art school when Twitter hired him for the logo redesign in 2011. His wasn’t the first bird logo for Twitter, but it would be the most enduring.
“They knew they wanted a bird. So we weren’t starting completely over, but they wanted it to be on par with Apple and Nike. That was really the brief,” he said.
Twitter launched Grasser’s design in May 2012; the company went public on Wall Street later that year.
It was Noah Glass, another co-founder who never quite got the credit he deserved for his role in hatching Twitter, who had the winning idea.
Elon Musk’s Twitter page on July 24 shows the new X logo that he introduced a day before.
Glass, Bilton said, “had been thinking about, like, heartbeats and emotions. He was going through a divorce and he literally went through the dictionary word by word until he came across the word twitter. And he just knew instantly that was it.”
“He was one of the four founders who had the emotional intelligence to be able to understand that this was about connecting with humans,” Bilton said. “It was inviting, it was emotional. It was about connecting with humans and your friends and your loved ones.”
Musk began his quest erasing Twitter’s corporate culture and image in favor of his own vision as soon as he took over the company in October 2022. He lost three-quarters of the company’s staff through firings, layoffs and voluntary departures, auctioned off furniture and décor, and upended policies on hate speech and misinformation. The rebranding to X was no surprise.
Twitter’s rebranding is rooted in ambition that Musk began to pursue nearly a quarter century ago after he sold his first startup, Zip2, to Compaq Computer. He set out to create a one-stop digital shop for finance called X.com — an “everything” service that would provide bank accounts, process payments, make loans and handle investments.
Elon Musk, CEO of Tesla Motors Inc., introduces the Model X car Sept. 29, 2015, at the company’s headquarters in Fremont, Calif.
He has not given up on the dream. Twitter is now X, falling in line with Musk’s other X-named brands, SpaceX and Tesla’s Model X. Not to mention his young son, whom he calls “X.”
His goal for X is to turn it into an “everything” app — for video, photos, messaging, payments and other services, although he has given few details. For now, X.com is still, essentially Twitter.com, even as the blue bird and other playful tidbits start to disappear.
“There used to be a saying inside Twitter that Twitter was the company that couldn’t kill itself. I think that still rings true, whether it’s called Twitter or X,” Bilton said.
“I think that it’s kind of become a fabric of society. And even Elon Musk may not be able to break it.”
Elon Musk and Twitter: A timeline
January 31: Musk begins building up his Twitter stake
Musk starts quietly buying up Twitter shares, building his stake in the company. But it would be months before he disclosed this fact to the public.
March 14: Musk’s Twitter stake tops 5%
Musk’s stake in Twitter tops 5%, but that fact is not disclosed until the following month. Musk was obligated to disclose his stake within 10 days of crossing the 5% threshold, but waited 21 days to do so. During that time, he continued building up his stake.
March 24: Asking whether Twitter should change
The billionaire begins to make pointed statements about the platform from his account. “Twitter algorithm should be open source,” he wrote, with a poll for users to vote “yes” or “no.”
The following day, Musk tweets out another poll to his followers: “Free speech is essential to a functioning democracy. Do you believe Twitter rigorously adheres to this principle?”
March 26: Musk reaches out to Jack Dorsey
Musk reaches out to Twitter cofounder and former CEO Jack Dorsey to “discuss the future direction of social media,” according to a company filing later put out by the company. The two tech founders are known to have a bit of a billionaire bromance on and off Twitter.
April 3: Twitter leadership meets to discuss Musk
Twitter’s board and some of its leadership team meet with representatives from Wilson Sonsini, a law firm, and J.P. Morgan to discuss the possibility of Musk joining the company’s board, according a later securities filing. Dorsey is said to have told the board that “he and Mr. Musk were friends,” according to the filing.
In the meeting, the Twitter board discussed wanting Musk to agree to “‘standstill’ provisions”,” according to the filing. This would effectively “limit his public statements regarding Twitter, including the making of unsolicited public proposals to acquire Twitter (but not private proposals) without the prior consent of the Twitter Board.”
April 4: Surprise! Musk becomes Twitter’s largest shareholder
Musk is revealed to be Twitter’s largest individual shareholder, with a more than 9% stake in the company.
News of the purchase sends shares of the social media company soaring more than 20% in early trading and kicks off a wave of speculation about how Musk might push for changes on the platform.
April 5: Musk agrees to join the board
Twitter CEO Parag Agrawal announces Musk will join Twitter’s board of directors. “Through conversations with Elon in recent weeks, it became clear to us that he would bring great value to our Board,” Agrawal says in a post on Twitter.
As part of the appointment, Musk agrees not to acquire more than 14.9% of the company’s shares while he remains on the board. His term on the board is set to go through 2024, according to a regulatory filing.
April 10: Just kidding. Musk ditches the board
Agrawal announces that Musk has decided not to join the board after all. “I believe this is for the best,” Agrawal writes in a letter to the Twitter team.
The reversal opens the door for Musk to pursue a greater stake in the company — and frees him to tweet his many thoughts about the company.
April 14: Musk offers to buy Twitter and ‘unlock’ its potential
Musk stuns the industry by making an offer to acquire all the shares in Twitter he does not own at a valuation of $41.4 billion. The cash offer represents a 38% premium over the company’s closing price on April 1, the last trading day before Musk disclosed that he had become the company’s biggest shareholder.
“I invested in Twitter as I believe in its potential to be the platform for free speech around the globe, and I believe free speech is a societal imperative for a functioning democracy. However, since making my investment I now realize the company will neither thrive nor serve this societal imperative in its current form. Twitter needs to be transformed as a private company,” Musk writes in his offer letter. “Twitter has extraordinary potential. I will unlock it.”
April 15: The poison pill
Twitter’s board of directors adopts a “poison pill” provision, a limited-term shareholder rights plan that potentially makes it harder for Musk to acquire the company.
April 21: Musk lines up $46.5 billion in financing
Musk lines up $46.5 billion in financing for the deal, including two debt commitment letters from Morgan Stanley and other unnamed financial institutions and one equity commitment letter from himself, according to a regulatory filing.
The billionaire also reveals that he has not received a formal response from Twitter a week after his acquisition offer. He said he is “seeking to negotiate” a definite acquisition agreement and “is prepared to begin such negotiations immediately” — an apparent reversal from his statement in his acquisition offer letter that it would be his “best and final” offer.
Although he is the richest person in the world, much of Musk’s wealth is tied up in Tesla stock, and some followers of the company speculate that it could be challenging for Musk to raise debt against the historically volatile stock.
April 25: Twitter agrees to sell itself to Elon Musk
Twitter announces that it has agreed to sell itself to Musk in a deal valued at around $44 billion. At a conference later in the day, Musk describes his offer to buy Twitter in characteristically sweeping terms as being about “the future of civilization,” not just making money.
At an all-hands meeting that afternoon, Twitter employees raise questions about everything from what the deal would mean for their compensation to whether former US President Donald Trump would be let back on the platform.
April 29: Musk cashes out billions in Tesla stock
Filings reveal Musk sold $8.5 billion of his Tesla stock in the three days after Twitter board agreed to the sale for an average of $883.09 per share. The filings did not disclose the reason for the sale, but Musk appeared to be raising funds to buy Twitter.
May 4: With a little help from his billionaire friends
Musk raises another $7 billion in financing for the deal. The new investors include Oracle founder Larry Ellison, cryptocurrency platform Binance and venture capital firm Sequoia Capital, according to a filing.
May 10: Musk says he would reinstate Trump’s account
Musk confirms what many have assumed for weeks: he would reverse Twitter’s Trump ban if his deal to buy the company is completed.
“I do think it was not correct to ban Donald Trump, I think that was a mistake,” Musk said. “I would reverse the perma-ban. … Banning Trump from Twitter didn’t end Trump’s voice, it will amplify it among the right and this is why it’s morally wrong and flat out stupid.”
May 6: Musk’s lofty goals for Twitter, revealed
Musk aims to increase Twitter’s annual revenue to $26.4 billion by 2028, up from $5 billion last year, according to a New York Times report, citing Musk’s pitch deck presented to investors. To achieve that lofty goal, Musk intends to bolster Twitter’s subscription revenue and build up a payments business while decreasing the company’s reliance on advertising sales, according to the report.
May 12: A partial hiring freeze and executive departures
Twitter confirms to CNN Business that the platform is pausing most hiring and backfills, except for “business critical” roles, and pulling back on other non-labor costs ahead of the acquisition. In addition, Twitter says general manager of consumer, Kayvon Beykpour, and revenue product lead, Bruce Falck, are leaving the company.
May 13: Twitter deal ‘temporarily on hold’
Musk tweets that the deal is on hold, linking to a Reuters report from nearly two weeks earlier, about Twitter’s most recent disclosure about its amount of spam and fake accounts. The figure cited in the report, however, is in line with prior quarterly disclosures.
“Twitter deal temporarily on hold pending details supporting calculation that spam/fake accounts do indeed represent less than 5% of users,” Musk tweeted.
Shares of the social media site plummet after Musk’s announcement, dropping more than 10% at market open. Two hours after announcing the hold, Musk says he remains set on purchasing Twitter. “Still committed to acquisition,” he wrote.
Later in the day, Musk says his team is testing Twitter’s numbers and “picked 100 as the sample size number, because that is what Twitter uses to calculate <5% fake/spam/duplicate.”
May 14: Oops. NDA problems?
Musk tweets out that Twitter’s legal team accused him of breaking a nondisclosure agreement when the billionaire revealed the platform’s sample size for automated user checks is allegedly just 100 users.
“Twitter legal just called to complain that I violated their NDA by revealing the bot check sample size is 100! This actually happened,” wrote Musk.
May 16: Poop emoji
The standoff over bot accounts continues as Musk exchanges a series of tweets with Agrawal over the issue. After Agrawal carefully explains how Twitter attempts to combat and measure spam accounts, Musk responds with a poop emoji.
Musk follows up with a somewhat more thoughtful question. “So how do advertisers know what they’re getting for their money?” Musk asked. “This is fundamental to the financial health of Twitter,” he added.
May 17: Musk says Twitter deal ‘cannot move forward.’ Twitter disagrees
Musk announces that his acquisition of Twitter “cannot move forward” until he sees more information about the prevalence of spam accounts, claiming that the social media platform falsified numbers in filings. Without citing a source, he claims in a tweet that Twitter is “20% fake/spam accounts” and suggests Twitter’s previous filings with the SEC were misleading.
Later in the day, Musk posts a poll to his Twitter followers: “Twitter claims that >95% of daily active users are real, unique humans. Does anyone have that experience?” before calling on the SEC to evaluate the platform’s numbers. “Hello @SECGov, anyone home?” Musk tweets, in an apparent attempt to get the regulator to look into the matter.
In a statement, Twitter says it remains “committed to completing the transaction on the agreed price and terms as promptly as practicable.” Later, the company says it intends to “enforce the merger agreement.”
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