The digital landscape is evolving rapidly, and so are the platforms where brands engage with their audiences. One platform under intense scrutiny is X (formerly Twitter). With growing negativity surrounding the platform, brands are questioning whether they should continue investing time and resources into it.
At Jooce, we believe it’s essential for businesses to periodically review their presence on any social media platform, to ensure alignment with their goals, values, and audience preferences. Here’s our thoughts on navigating the challenges on X.
Why Reviewing Your X Account Matters
Reputation Management – The environment on X has become increasingly polarised, with growing concerns about misinformation, hate speech, and inadequate content moderation. Remaining active on the platform could inadvertently expose your brand to reputational risks if these issues contradict your core values.
Return on Investment (ROI) – If you’re investing in paid advertising on X, now is the time to assess whether your campaigns are delivering the desired outcomes. You might find better ROI by reallocating your budget to platforms with more positive engagement and stable user bases.
Brand Safety – In an increasingly divisive digital space, maintaining a professional and positive brand voice can be challenging. Negative interactions or trolling could harm your brand image, so it’s crucial to evaluate the safety of remaining active on X.
Ethical and Regulatory Concerns – With X facing ongoing legal challenges and public scrutiny, consider whether your association with the platform aligns with your company’s ethical and compliance standards.
Jooce recommends a methodical approach to reviewing your X account. Firstly, analyse recent metrics such as engagement rates, follower growth, and post impressions. Compare this data with your performance on other platforms to identify trends and assess the value of your presence on X.
The next step should be to evaluate the potential risks of continuing to use X, such as reputational harm or exposure to toxic interactions. If the risks outweigh the benefits, it may be time to reduce your presence or withdraw altogether.
And finally, explore Alternatives. Maybe it is time to diversify your social media strategy or focus on one that gives you the desired results.
However, don’t rush to ditch X if you feel it is still delivering something that outweighs the negatives, monitor it and other brands use and make a strategic decision that will ensure your brand thrives in a dynamic digital environment.
Whether you decide to stay, scale back, or shift focus entirely make sure it is an informed decision!