"We are definitely focusing on kindness and making this a friendly place," he wrote on Threads.
However, one amicable exchange between the Meta chief and a mixed martial arts professional last Thursday reminded users that Zuckerberg recently accepted Elon Musk's offer of a cage fight.
The focus on positivity, from a company well used to content controversies of its own, is a telling indication of how the tech industry views Twitter's performance under Musk's ownership.
When Musk took over Twitter in a $44bn deal last October, the self-described "free speech absolutist" destabilised the company's public image with job cuts and viewing limits; and by antagonising its liberal user base by reinstating the accounts of controversial figures such as the misogynist influencer Andrew Tate, while banning journalists before rowing back and reinstating them.
Rebecca McGrath, a technology analyst for the market research firm Mintel, says app users are generally reluctant to change their platform choices entirely, but adds that Twitter has become so controversial "it has opened up a gap in the market that did not exist".
Denne historien er fra July 14, 2023-utgaven av The Guardian Weekly.
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Denne historien er fra July 14, 2023-utgaven av The Guardian Weekly.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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If kids get protected from online harm, how about the rest of us?
The Australian government has proposed a ban on social media for all citizens under 16.
'It's not drought - it's looting'
Spain is increasingly either parched or flooded - and one group is profiting from these extremes: the thirsty multinational companies forcing angry citizens to pay for water in bottles.
Life in the grey Zone
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Out of tune? Band Aid under fire for Africa tropes as it turns 40
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Strike zone Waking up to the rising threat of lightning
When the Barbados National Archives, home to one of the world's most significant collections of documents from the transatlantic slave trade, reported in June that it had been struck by lightning, it received sympathy and offers of support locally and internationally.
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Brain gain Can a radical tax scheme convince the country's brightest to stay?
In the autumn of 2018, I moved to Lisbon for a month-long course at the Universidade .de Lisboa.
Fear and sympathy in small town divided over asylum camp
A year after anti-immigration riots, a site for asylum seekers faces hostility while some locals try to help new arrivals
