Cancel culture is part of this livelihood targeting shift. Behave exactly the way we say, or you're "problematic" and we'll kill your life. And we'll cheer and dance like soulless monsters in the tweet threads while you suffer. It's going to get a lot more aggressive yet, until a line gets drawn by the companies that comply too easily with the cancel demands.
The malignant dictatorship of social media rage in the US is becoming insufferable. It's probably going to require government regulation to stop it.
you know you can just not tune in, right? it’s not coercive in any way, unlike said dictatorship or government regulation. amplification of voice is not a civil right.
These days you don't have to go to social media to find trouble - the social media comes to you.
as for the branding, you can say no without conceding either side. the target of this twitterer seems to have done it successfully, keeping their job and not conceding either way.
note that i'm not taking sides here either. just making a point about having the fortitude to put social media in its proper place.
further, if you can't take a principled stand under pressure (another useful skill), it might be an indication that the stand isn't principled, or at the very least, you need to find the foundational principles on which to stand.