Thu, 30 Jan 2025

Leaving X can be a tricky decision for brands

Many companies have left X but it's not always a simple decision.
Twitter, founded by Jack Dorsey in 2006, initially gained popularity due to its open nature and ability for users to interact without needing approval. Celebrities and companies flocked to join the platform, hoping to engage with customers and stay relevant. However, since Elon Musk's takeover of Twitter (now rebranded as X) in 2022, many companies have chosen to leave or reduce their presence on the platform due to concerns over content moderation and the potential for users to share hate speech. Research by the Institute of Strategic Dialogue found that antisemitic posts on X doubled between June 2022 and February 2023. Meanwhile, Musk's own tweets have sparked controversy in the UK, with some accusing him of stirring up hatred and misinformation. As a result, several major brands, including Apple, IBM, Disney, Unilever, and Mars, paused advertising on X at the end of 2023. Some companies have even sued Musk for allegedly pressuring them to continue advertising on the platform. According to Alex Wilson, a senior strategist at marketing agency Pitch, "Twitter is becoming less relevant across the world." Many organizations are reevaluating their presence on X and considering alternative platforms. Some notable departures from X include German football team FC St Pauli, which left the platform due to concerns over hate speech and racism. UK-based BMW also announced it was no longer posting on X in January 2024. Despite these challenges, some organizations still see value in maintaining a presence on X, particularly for customer service purposes. The Massachusetts Bay Transportation Authority (MBTA), for example, continues to use X as part of its digital strategy. As the social media landscape continues to evolve, companies must carefully consider their online presence and whether it aligns with their values and goals.
  >>