In the current landscape of social media, the decision to leave X, formerly known as Twitter, has become a significant yet complicated juncture for many brands. This transformation follows the acquisition of the platform by Elon Musk in 2022, which came with sweeping changes to its operational structure and content policies. Musk’s purchase, totaling a staggering $44 billion, initiated a series of alterations that included algorithm revisions, reinstatement of previously banned accounts, and a shift towards a more hands-off regulation of speech, with the company ultimately being rebranded to X. These modifications, however, have raised concerns among brands regarding their presence on the platform and the kind of content associated with their communications.
From its inception in 2006, when Jack Dorsey posted the first tweet, Twitter was rapidly adopted by various brands eager to engage with consumers more directly than the more restricted interactions available on platforms like Facebook and MySpace. Alex Wilson, a senior strategist at Pitch marketing agency, noted that Twitter was once an essential tool for brands to participate in cultural moments. However, the advent of Musk’s ownership has drastically altered the relevance and appeal of the platform.
A phenomenon dubbed “the great X-odus” refers to the migration of numerous businesses away from X since Musk’s takeover. This movement has been prompted by concerns regarding the type of content that could appear adjacent to their posts, potentially leading to brand reputational damage. Research by the Institute of Strategic Dialogue revealed that antisemitic content on X had doubled from June 2022 to February 2023, which has understandably caused alarm among companies. Governor feedback on Musk’s political opinions further complicates the matter; for instance, his statements regarding sensitive issues have stirred widespread debate in the UK.
According to Luke Tryl from the research group More In Common, public perception of Musk’s actions is far from favorable. Only 16% of surveyed Brits believe his interventions aim to secure justice for victims of issues he addresses, while a significant 44% suspect ulterior motives tied more to pursuing attention than actual reform. On the public approval scale, Musk’s standing has plummeted, reflecting a -35 rating with the British populace.
Given that the rhetoric surrounding content moderation has become more relaxed under Musk, numerous firms, including industry giants like Apple, IBM, and Disney, opted to pause their advertising on X by the end of 2023. Others, including Unilever and Mars, found themselves embroiled in legal accusations from Musk for allegedly colluding to boycott the platform. Alex Wilson summarized the sentiment succinctly by stating the observed shift in attitudes towards X; brands previously saw it as “fun and exciting” but now view it with scrutiny.
FC St. Pauli, a respected German football club with a notable attitudinal stance towards social issues, announced its departure from the platform just after Donald Trump’s re-election was confirmed in the U.S., branding it contrary to their values against hate speech and antisemitism. Their spokesperson articulated that they had meticulously considered their exit from X, focusing on the societal implications of their decision and reinforcing their commitment to diversity and anti-discrimination efforts.
Despite the exodus of some businesses, others like the Massachusetts Bay Transportation Authority (MBTA) still recognize the value of remaining present on X for effective and timely communication with riders. Andrew Cassidy from MBTA mentioned how their infrastructure utilizes X to ensure rapid dissemination of information that their riders need. He underscored the challenge of balancing the platform’s potential hazards with its operational utilities, especially for organizations that serve community-centric purposes.
In this continually evolving media landscape, many consider the ramifications of abandoning a platform like X. The implications extend beyond mere publicity; brands must weigh the potential consequences that their absence might have on their consumer relationships and the societal landscapes they operate within. While a section of brands is choosing to disengage, others still rely on X’s unique capabilities to facilitate their communication strategies. As the digital era progresses, businesses will need to evaluate their position critically to navigate the complexities of social media engagement effectively.