Is it time to make X your ex?

In this month’s Communication Brief, we look at a question many science communicators have right now… what should we do about X?

?? Is it time to make X your ex?

“Hey Sam, what should we do about X?”

It’s a question my clients (and those who aren’t) are asking me more and more.

In case you aren’t aware, X (or Twitter, as some prefer to call it still) has undergone significant changes since it was purchased by Elon Musk in 2022. Some have already found these changes unpalatable and have chosen to quit X. Others are seriously considering whether it is worth sticking around.

This is a big question, and the decision about whether to stay or go will depend on a variety of factors: your goals, your audience, and your values, to name just a few.

What follows is a general overview of some of the considerations I’ve been discussing with my clients to help them navigate this decision.

Reason #1 for quitting: Content moderation, misinformation, and political meddling

For some, quitting X is a political or ethical statement.

Shortly after Musk purchased X, the platform’s safety team was massively reduced. Content moderation, safety, and conduct policies were rolled back, removing specific protections for oft-targeted groups (e.g., transgender people).

Meanwhile, numerous white supremacist, neo-Nazi, conspiracy theory and other accounts pushing for hate and spreading misinformation banned under the previous ownership were reinstated.?

Some lauded such moves, citing freedom of speech and so on. Others say the platform has become a decidedly right-wing, toxic environment where harassment, misinformation, and attempts to sow the seeds of hate are rampant.

More recently, it has become evident that Musk is using X to further his political goals, either through his own posts or, as some have claimed, through algorithmic bias that boosts accounts with political leanings and views that match his own. Musk has also been accused of using the platform to meddle in the politics of the USA and other nations.

Reason #2 for quitting: Reduced reach and engagement

For many science communicators and organisations, X’s strength laid in its ability to amplify messages, foster real-time conversations, and engage meaningfully with a diverse audience.

Over the past year, however, many science-focused accounts have reported decreased engagement. Posts that once garnered significant visibility and interaction now struggle to gain traction.

This decline can be attributed to several factors, most notably the algorithm, which prioritises posts from paid subscribers (those with blue checkmarks) and right-wing leanings, as well as a shrinking (albeit still large) audience.

For those looking to get the most reach and engagement for their time/energy/money, many are asking themselves if X is still worth it.

Is there a reason to stay on X?

Well, that depends on who you ask. There is no right or wrong answer here. Here are a few reasons why you (an individual or organisation communicating science) might want to stay on X.

• You find X’s political leanings are more closely aligned with your own. This is not to say you support white supremacists, but you could be, say, a supporter of Trump and still strongly disagree with his stance and actions over climate change.
• You strongly disagree with X’s political leanings, but you want to stay in that space to reach out to those more aligned with X’s political leanings, even if your reach is reduced. X may feel a more palatable choice than platforms like Truth Social.
• A good chunk of your target audience is still on X. That doesn’t mean your audience leans politically one way or another. They’re just there. Maybe they’re using X less than before. Perhaps they’re using it just as much.
• Even if your reach and engagement have taken a battering, you are happy to connect with a smaller audience.
• X is still a valuable place to keep up to date with other people/organisations in your field, the broader science community, etc.

A few things to consider if you are leaning towards ditching X

If you’re pretty sure you want to ditch X, there are a few things you might want to consider:

• Do you want to replace X with something else? If you already use other social media platforms, you might be happy to dump X and focus on your existing accounts rather than set up on another platform. If X is the only platform you use, you need to decide if you want to retain a social media presence at all.
• Do you want to delete your X account? This depends on why you are leaving X. If you are taking a political/ethical stance, deleting your account may align more with that. If you delete your account, be aware that your handle will become available to others. You retain zero rights.
• If you want to focus your efforts elsewhere or only use X to find news and information, keeping the account as an open archive might be a better fit for you. You also have the option of keeping your account but making it private. This means your posts will only be visible to existing followers. Note that blocking a follower only prevents that account from interacting with yours, not from seeing your posts.
• Do you want to make an announcement? If you are moving to another platform or focusing on existing platforms, letting your followers know where they will be able to find you is a good idea. You can do this with one or (better) several posts and/or a notice in your profile.

Final thoughts

Whether you are an organisation communicating science or an individual using X, deciding whether to stay or go may feel like a big decision. ?

Ultimately, the right decision depends on your goals, values, and the audience you wish to reach. For some, staying on X might still provide opportunities to engage, inform, or advocate. For others, leaving may feel like the better option—whether as a stand against what X has become or simply as a shift in priorities.

Social media will always be a shifting and unpredictable landscape, with platforms rising, falling, and changing direction. But the need for science communication is constant.

Whether you choose to remain on X, migrate to other platforms, or explore entirely new ways to engage, what matters most is that the science and stories you share continue to reach the audiences who need them.

?? What else caught my eye

• Sticking with social media, Tom Stafford explores community notes as a fact-checking system on platforms like X, Facebook, and Instagram.
• Curious about press freedom in Cambodia? Bama Andika Putra has written an opinion article raising some concerns.
• Who wants scientists to engage more in society and policy-making? A lot of people worldwide, according to an open-access study by Viktoria Cologna and colleagues.
• Wondering how people in the U.S. Midwest change their beliefs about climate change? Emily A. Hurley and Michael Molloy have you covered with this open-access study.

?? Do you need some help?

Ocean Oculus creates impactful communications for ocean-focused scientists, businesses, non-profits, associations, and others seeking to build connections and accelerate change.

We offer a range of communication services, like writing articles, creating visuals, creating communication plans, and communications for your event.

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