Dear Twitter (X): Should I stay or should I go now?


The first question people ask when they come to me for social media advice is always, “Should I leave Twitter?” Even before Elon Musk took over and rebranded Twitter as X, there were concerns about the proliferation of disinformation on the platform, bully culture, algorithmic bias, political polarization, echo chambers, and on, and on. Suffice it to say, people have long been eager for an alternative. 

We have witnessed the rise of many new social media platforms over the past year. Mastodon, Blue Sky, Threads, and even Donald Trump’s Truth Social have all entered the race to become the new X. And while users have flocked to the platforms with the hope of unique experiences and a respite from the noise and limitations of mainstream social media, the allure has often been short lived.

In its first week, Threads saw over 100 million sign ups, shattering records and becoming the fastest adopted app in history. Now, two months in, Threads has lost half of its user base, edging toward the digital wasteland of similar social media flops. Influencers are finding Threads’ algorithmic feed random and chaotic. Similarly, reporters are frustrated with the non-chronological format, which was clearly not created with news content in mind. CEO Mark Zuckerberg has called the slump “normal,” and I agree. The unraveling of Threads is what I’ve come to expect from new platforms that lack the critical mass of users, content, and engagement that X users crave. Zuckerberg says he has a plan in place to return Threads to its former (and short lived) glory – I’m not so sure. Without influencer and press support, how can it ever be expected to thrive?

So, to address the question of the hour: Should I leave X? In short, no. X has a vast global reach, which facilitates the sharing of information, perspectives, and ideas from around the world. And with just 280 characters, X is able to foster real-time communication, enable public discourse, and connect its users with the most profound thought leaders on the planet. And most importantly, X has shown its adaptability. While many of its users are currently dissatisfied with the current direction of the company, can we not take a moment to recognize its ability to pivot on a dime’s notice? X is a living, breathing entity that is ever evolving. Not always for the better, but evolving nonetheless. 

X is here to stay, so what should you be doing to get the most out of the platform? The basics haven’t changed. Here are five quick tips: 

  1. Engage Authentically: Be yourself and engage with your audience authentically. Share your expertise, insights, and opinions on relevant topics. Respond to comments and messages to foster genuine connections with your followers.
  2. Use Hashtags Strategically: Research and use industry-specific hashtags to increase the discoverability of your posts. This can help you reach a broader audience interested in tech. Additionally, create a unique branded hashtag for your company or personal brand to encourage user-generated content and discussions.
  3. Leverage Analytics: Use X’s built-in analytics tools to track the performance of your posts. Analyze metrics such as engagement rates, click-through rates, and follower growth. Adjust your content strategy based on what works best for your audience.
  4. Collaborate and Mention Others: Mention and collaborate with other tech professionals, companies, or influencers in your posts. This can help you expand your reach and engage with a broader audience. Don’t hesitate to share and comment on their content as well.
  5. Stay Secure: Given your role in the tech industry, prioritize the security of your X account. Enable two-factor authentication, use strong and unique passwords, and be cautious about clicking on suspicious links or engaging with potentially malicious accounts.

In a world where social media platforms come and go, X stands as a steadfast beacon of global conversation. Embrace its potential, stay informed, and continue contributing your valuable insights to the ever-evolving X-verse. Your voice matters, and for now, X remains an essential channel for amplifying it in the digital age.