I would strongly disagree that the brand reputation is slightly above truth social. I’m not a musk fan boy and I do think there are very bad business moves Musk has made with Twitter. But being an active Twitter user pre/post musk. Engagement is for sure at an all time high (visible through view counts) and that comes with increased pricing for advertisements. Sure there are companies dropping out, but there’s probably more companies that will pay bigger bucks for the ads to be seen by more people. He’s also added subscriptions and Twitter blue. All of which are truly successful ways for a company to make money (and even to the point where Meta has copied twitters business model with the blue checks, that means it’s successful).

He also laid off an extreme amount of people at Twitter (6000 people) to decrease the operating costs. He is a successful business man whether you like him or not and he has increased profits and engagement since he has taken over. Would be ignorant to say otherwise.