A Nonprofit Guide to Breaking Up with Twitter / X

It’s the breakup we’ve all been dreading. Is it time to quit X, the app formerly known as Twitter?

Every nonprofit we work with has asked us “what should we do with Twitter?” We can’t answer this for you but wanted to provide a framework to make it a little bit easier.?

First off, ask some key questions:

1. Look at the data. Does your organization have a sizable and engaged audience on Twitter? If you said “yes” to this question, there still may be value in Twitter for your organization.
2. Are you prepared to “pay to play” when content is placed behind paywalls, identity validation and blue checks costs, and your content isn’t reaching as far? If you didn’t budget for this, maybe it’s time to say “bye, bye birdie”!
3. Can you build a following elsewhere? Are you prepared to put the work in to build that following? Just because you move to a new platform like Threads doesn’t mean your Twitter followers will.?
4. What can you gain by leaving? Rather than focusing on what you have to lose from leaving Twitter, ask yourself what you have to gain.?
5. Finally, are your organizational values and ethics aligned with the direction Twitter is going under new leadership?

Once you’ve made your decision to leave or to stay, there is the matter of making it happen. If you choose to stay, keep calm and tweet on.?

If you choose to leave, here are some steps to take.

1. Don’t delete your account. Your organization name is up for grabs when you hit “delete”. To prevent nefarious characters from posting under your name, hold on to your account. Plus, a long-standing online presence associated with your organization is a valuable commodity, even if the platform is not.?
2. Post and pin a Tweet announcing your decision to leave Twitter. In the Tweet, drop the link to your website and your mailing list sign-up as well as where folks can find your organization on other platforms.
3. Include the above information in your Twitter profile as well.
4. Scan your lists of followers and take the time to direct message your most valued followers. Let them know where to find you AND ask them where you can follow back on other platforms.
5. To ensure X doesn’t delete your account for inactively, periodically log-in and “like” something.?

?Still unsure?

You can always wait and see. Twitter/X changes and updates frequently, with update reversions also becoming commonplace since the acquisition.

This article was written by Common Great Consultant Kirsten Rogers . Say "hi" on Threads at @kirstenleah.