Microsoft Drops Twitter from its Social Media Management Platform

Another blow for Twitter’s ad business, with Microsoft announcing that it will be removing Twitter from its Digital Marketing Center management element, starting next week.

As first reported by Mashable, Microsoft is removing Twitter as an option from its digital management platform, which provides a cohesive way for businesses to manage their social media presence.

Microsoft’s Digital Marketing Center currently provides access to various tweet management capabilities, including scheduling and posting tweets, as well as ad management, within Microsoft’s integrated business platform. But now, Twitter will be dropped, which could see many Microsoft Business Suite users reduce their Twitter ad spend.

Microsoft hasn’t provided an official reason for its decision, but it’s believed to be related to Twitter’s updated API pricing, which will significantly increase the cost of accessing Twitter’s platform.

Though Twitter chief Elon Musk has provided his own reason:

Musk, who was an early investor in OpenAI, the creator of ChatGPT, has repeatedly expressed his annoyance that his $100 million ‘donation’ to the company has been used to transform it into a $29 billion business. And with Microsoft taking a large stake in OpenAI, and integrating ChatGPT into many of its tools, it too now stands to benefit – and Musk wants to get back his share of that revenue intake.