If this is the ‘end of Twitter’, is Mastodon truly the answer?

Given my line of work (digital marketing), it's safe to say that I have had a presence on?nearly?every social media/communication channel possible. Whether part of a brand's social media strategy, for personal interest, or to keep up with my teenage daughter (which is evidently, near impossible), you've probably stumbled across one of my social media profiles. LinkedIn (here we are); Twitter; Facebook; Instagram; TikTok; Pinterest; Snapchat; WeChat; BeReal; and MySpace (long since retired and showing my age) included.?

Should I add Mastodon to this list?

What is Mastodon?

Launched in October 2016 by German software developer Eugen Rochko, Mastodon describes itself as a free, open-source, decentralised social media platform. Thrust into the social media spotlight in April 2022, Mastodon's ultimate goal is to provide a viable alternative to Twitter.

Unlike Twitter's easy-to-use, centrally provided service (all tweets/tweeters in one place), Mastodon allows you to choose your independently-run server (instance) when you register. With the knowledge and know-how - or a programmer on staff - you also have the power to create an instance, in a topic of your choosing, if the servers available to you aren't fit for purpose. These servers are linked together but are owned, run, and moderated by different people or groups. The server or instance you choose is where your account will be hosted - this will also determine your Mastodon username - but you can move servers at a later time if you wish. This feels a bit like several different mini social media networks all housed under one mammoth - see what I did there - umbrella.

There is currently an instance/server for nearly every niche you can think of (over 5500 reports fediverse.party) - but act fast, blink and you'll miss them (pettingzoo.co was available one minute and closed to new registrants the next).

Do we need a Twitter alternative?

If you are an active member of the Twitterverse, it's no secret that the social media channel is experiencing a mass exodus of its staff and users. Since Elon Musk's purchase - which happened to conclude on my birthday, the 27th of October 2022 (Happy Birthday to me) - Twitter has been in turmoil, and many have looked to alternative social media platforms as a backup.

Despite?#RIPTwitter?trending on Friday, I don't believe that Twitter is dead (and the numbers prove otherwise), though, for some, the prospect of one day waking up to the news that Twitter no longer exists is frightening. The tweets, deletion of tweets, and boardroom antics of its newest CEO aren't inspiring any confidence in its users, and it is clear that Twitter's future is uncertain.

Since Elon Musk took ownership of the platform, user numbers are on the rise and not showing any signs of slowing down. According to Statista, in the last reported quarter (Q2 2022), the number of global monetisable daily active users (mDAU) on Twitter amounted to 237.8 million users, up from 229 million mDAU in the previous quarter. (Perhaps this is because you need a Twitter account to tweet your newly acquired Mastodon username, or users are just popping in to see if Twitter is still up and running)

Is Mastodon the answer?

Despite the record number of Twitter users flocking to Mastodon (over 1 million users since the 27th of October), I am yet to be convinced.

The Pros

For what it is, Mastodon, a part of the Fediverse (or federated universe), fills a niche gap in the microblogging market. Posts appear in chronological order (a round of applause from the algorithm-hating social media managers in the back); there are no advertisements due to the servers being self or crowd-funded (paid social media managers quickly retract said applause); and instead of Twitter's measly 280 characters, a hefty 500 characters are at your disposal (insert essay-reading wince here).

For the most part, the user experience is very similar to Twitter; you can post/toot (tweet), favourite (like); boost (retweet); and reply to or bookmark toots. Unlike Twitter and more in line with Discord, you're part of a community within Mastodon that has its own culture and ruleset. Within that community (instance), you have a profile that you can update to include a picture, web links, and bio-like information.

The Cons

To begin with, joining Mastodon is a lot more complicated (and stressful) than joining Twitter. Once past the intimidating server selection process, I've been told it's a doddle. Unfortunately, this first part of the process has put me off entirely. Torn between ohai.social (Hello! ohai.social is a fast and up-to-date general-purpose Mastodon server. Anyone is welcome so long as they follow our rules) and mastodonapp.uk (This is a Mastodon server for those in the UK or who want to talk to folks over here in the UK), the decision on which server to join is one I have not yet made. Unfortunately, the rules and regulations of these servers (some concise, some not) are mostly unclear until the user is registered.

Though users are not limited to following people within their server, because these servers are independently run, they can be shut down at any time. It is possible that servers are closed to new accounts entirely and will not appear for selection at the registration stage (at the discretion of the server owner). Alternatively, servers may have a Facebook-group type approval system where you can request to join and wait to see if you're one of the 'chosen' ones. Mastodon as an organisation operates two of its own servers, mastodon.social and mastodon.online, neither of which can be joined at the time of writing.

Regardless of the server you choose to join, each server will have its own set of rules (set by the creator) and culture (supported by the community), the creator will determine how it interacts with other Mastodon servers, and will implement their own security protocols. It is important to note that content moderation if any, is limited and almost anyone on any server is visible at any time.

Aside from the stress-inducing server selection and privacy concerns, there are a few other things to consider. Mastodon cannot be monetised as advertising is not possible, and yet, it's definitely not free. The network has to be hosted somewhere and someone will need to pay for that; the majority of these servers are donor funded and are at risk of running out of funds and being removed at any time. Though the idea in principle of chronological posts sounds delightful, especially to creators whose posts are suffocated by social media noise, this makes for a rather boring user experience. Seeing content you want to see relies on the love-to-hate algorithm that the likes of Twitter and Instagram use - with Mastodon, feed curation is a thing of the past.

While being open source can be a good thing, Mastodon have also acknowledged that being free and open source means giving up the ability to choose who can use it. Truth Social, Donald Trump's social media platform uses Mastadon's source code with visual adjustments.

Should my business be on Mastodon?

Twitter's forecasted demise will impact many businesses whose primary tool of communication is through the platform. Twitter is an invaluable tool for businesses of all shapes and sizes for many different reasons. Brands can offer real-time support to their customers, build and cultivate communities, join relevant and thought-provoking conversations, share information quickly, and gain valuable insight and feedback.

In PR Week's 5 things for brands to know about Mastodon, Brandon Doerrer takes a closer look at marketing on a decentralised platform like Mastodon. Brands are making bold decisions to walk away from Twitter entirely (ie. Balenciaga) and are likely to be looking at platforms like Mastodon to pick up the slack. In reality, there is no perfect alternative to Twitter (yet) and though I don't believe that Mastodon as a marketing communications platform will completely fill the gap, it is at least an option (which for some is better than no option at all).

One thing is clear, the #TwitterMigration has begun. Global leaders, politicians, public figures, businesses, charities, and creators alike are making - or have made - backup plans in case Elon breaks Twitter entirely / #TwitterOff.

If you are asking yourself if your business should be on Mastodon (or any social media platform for that matter), start by asking some fundamental questions. "Are my customers/audience on Mastodon (or will they be)" and "Will my customers/audience be looking for my business on Mastodon". Customers expect to be addressed on their platform of choice, regardless of which platform they choose. If the answer is yes to either of those questions, best of luck in choosing your server (may the force be with you).

Be sure to let me know when we have a #UKHousing / #SocialHousing server/instance and I will finally complete my registration!

PS. Are you or your business on Mastodon? I would love to hear your thoughts and see how this has worked for you.

You can follow me on Twitter: @ShevyA_Switchee (All views are my own)