Should my organisation stay on X? What you need to consider

In the last six months, it’s THE biggest question our members and followers have posed us here at Comms Creatives Towers.

It feels like the debate has become particularly urgent for public and third-sector organisations, where values and ethical considerations are especially important.

As more brands and comms leaders publicly declare “we’re leaving…”, other social media managers might be left feeling anxious or spooked, thinking “should we be next?”

Here we explore some of the key things which should be influencing your decision – including some strategic recommendations for navigating this pothole ridden terrain.?

Twitter nostalgia – remember the good old days?

Historically, X has been a cornerstone of brand communications, offering real-time updates, media engagement and crisis management capabilities.

Its text-based format allowed for quick and efficient content creation, while features like Twitter lists provided invaluable tools for engaging journalists and tracking media coverage.

But under Elon Musk’s leadership, the platform has faced? challenges, including reduced content moderation, widespread misinformation, and a proliferation of hate speech.

These changes have forced lots of organisations to re-evaluate their presence on the platform.

Current challenges and limitations

When deciding “what are we going to do about X?” brands and organisations should consider the following points:

Declining use and reach: X has seen a sharp decrease in daily active users and diminishing return on investment for brands. Algorithm changes have prioritised paid content over organic reach, reducing its usefulness for brands reliant on engagement.

Ethical concerns: the platform’s association with harmful content, including misinformation and hate speech, has resulted in reputational damage for associated brands. This is particularly concerning for organisations committed to ethical standards and public trust.

Mental health concerns: Increased exposure to hate speech, trolling, and bot activity on X has significantly impacted the mental health of comms teams. Prioritising team wellbeing is critical in creating a sustainable social media strategy.

Accessibility barriers: Recent policy changes on X have deprioritised accessibility features, which is in stark contrast to the values of inclusivity and responsible engagement which many public and third party organisations advocate for.

There must still be some good stuff though, right?

Accepting all the current challenges, there are still some good reasons why brands might choose to stay on the platform.

Real-time updates: X is known for its ability to spread information quickly. This makes it an ideal platform for sharing breaking news, live updates, and real-time engagement with audiences. It’s why many emergency services remain on the channel, for example.

Wide reach: like it or not, X still has a significant user base, providing access to a broad and diverse audience. This can be particularly beneficial for organisations looking to reach a wide demographic.

Media relations: X remains a valuable tool for engaging with journalists and media outlets and legacy media (that’s stuff like newspapers, radio and TV) continue to gather news stories from the platform

SEO benefits: Activity on X can help with search engine optimization (SEO), improving an organisation’s visibility on search engines like Google. This can drive more traffic to their website and other online platforms.

Crisis management: The platform’s real-time communication capabilities make it a go-to for crisis management. Organisations can quickly address issues, provide updates, and manage public perception during emergencies (see above regarding use of X by 999 agencies for real-time incidents).

Customer service: Many organisations use X as a customer service channel, providing quick responses to inquiries and feedback. This can improve customer satisfaction and loyalty.

Aaargh! Ok, so now I’m confused. Come on already and just tell me what to do…

It’s not going to be the same for everyone. Each organisation should think about its unique goals and values when deciding whether to stay on X.

Given the challenges we’ve covered here, we recommend the following options:

A. Thoughtful retirement of X: organisations should consider stopping regular posting and engagement on X while maintaining a limited presence to avoid spoof accounts and for emergency updates. This approach allows for monitoring potential crises and gathering insights without fully abandoning the platform.

B. Strategic pivot to another channel like LinkedIn or Instagram: Linkedin has emerged as a key platform for professional engagement, offering tools like newsletters and direct audience engagement. By focusing on LinkedIn, organisations can strengthen relationships with key stakeholders in their industry. And Instagram’s diverse features, including Stories, Reels, and Grid posts, make it a powerful alternative to X.

C. Exploring emerging platforms: Platforms like Threads, BlueSky, WhatsApp Channels and Mastodon offer potential for future engagement. Organisations can? secure official accounts on these platforms and monitor their development, ready to act quickly if they gain traction.

D. A decision to stay, using the channel in a strategic way: acknowledge the environment you’re operating in, and be clear on why you’re using, X, who your audience is there, and have a clear content and engagement plan.

E. Investing in team development: Continuous training and development of communication teams are essential. By staying updated with the latest tools and techniques, teams can deliver innovative and impactful messages that resonate with their audiences.

Hmm, thanks for the advice. But I’m still not sure what to do…

If you’re still not sure what to do, we’re hosting a FREE X webinar for comms professionals and social media managers from any sector.

We’ll discuss the pros, cons and recommendations listed here in a bit more detail.

We also recommend you don’t take this decision in isolation.

Having a more strategic approach to ALL your social media channels brings big benefits to you, fellow comms peeps, AND your brand.

Our Social Media Strategy Programme is a good place to start.