Summary:
Twitter transformed into X after Elon Musk's $44 billion purchase.
Concerns over antisemitic content led to many brands leaving the platform in the great X-odus.
Only 16% of Brits believe Musk's actions aim for justice, while 44% see them as attention-seeking.
Major brands like Apple, IBM, and Disney have paused advertising on X.
Organizations must weigh the implications of leaving X, as it still offers unique value for urgent communication.
The Rise and Fall of Twitter
On March 21, 2006, Twitter was born with a simple tweet from its founder Jack Dorsey: "Just setting up my twttr." This platform quickly became a go-to for brands wanting to connect with customers in real-time.
Elon Musk's Takeover
Fast forward to June 4, 2010, when Elon Musk made his first appearance on Twitter. Twelve years later, he purchased the platform for $44 billion, transforming it into X and implementing drastic changes, including firing 80% of the workforce.
The Great X-odus
Since Musk's takeover, many companies have opted to leave X, marking what has been dubbed the great X-odus. Concerns over the platform's content, especially the rise of antisemitic posts, have pushed brands to reconsider their presence.
Impact on Public Opinion
Musk's controversial posts have also stirred up public opinion, with research indicating that only 16% of Brits believe his interventions aim for justice, while 44% think they are merely for attention. His approval rating stands at -35.
Companies Pulling Out
Major brands like Apple, IBM, and Disney have paused advertising on X, while others like Unilever and Mars have faced lawsuits from Musk for allegedly boycotting the platform. According to Alex Wilson from Pitch Marketing, Twitter is becoming less relevant globally, and brands are no longer enthusiastic about engaging on the platform.
A Tough Decision
Leaving X can have significant consequences. Organizations must weigh their options carefully, as some still find value in the platform for urgent communication. For example, the Massachusetts Bay Transportation Authority continues to use X for customer service, emphasizing its unique ability to provide real-time responses.
The Future of Social Media Presence
As we move towards 2025, many believe it’s essential for organizations to maintain a social media presence, regardless of the platform's shifting dynamics. It’s crucial to critically assess all platforms, as the rules can change at any moment.
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