Exiting X can be a difficult decision for brands

On March 21, 2006, the first tweet was posted by Twitter founder Jack Dorsi: “Just up up my Twitter”. It was a simple introduction to a new platform.

Supported by famous celebrities, it was different for other social media sites such as MySpace or Facebook, as you can interact with any user without approving a request. Companies ran to join the service, in the hope of getting close to their customers.

A senior strategist of marketing agency pitch tells BBC News, “If you were a brand that wanted to be a part of any cultural moments, Twitter was a great place,” Alex Wilson, Alex Wilson, a senior strategist of the marketing agency Pitch BBC Tells the news.

On June 4, 2010, Space X owner Elon Musk first logged on: “Please ignore the pre -tweets, as it was pretending to be someone to be mine 🙂 This is really me.”

Twelve years later He used to buy stage For $ 44BN (£ 38.1bn), reopen the algorithm, restore restricted accounts, reproduce the policy around “Free Speech”, and change the name of X.

He also fired thousands of employees – about 80% of the workforce.

Since Shri Musk’s acquisition companies are called “The Great X-Odds”, which the option to leave the stage is choosing.

One of his main concerns was the material that would be seen around his post that users could scrab and share.

For example, antisemitic posts at double between June 2022 and February 2023 Research By strategic dialogue institute.

Recently in Britain, the posts of Mr. Musk about British politics have overcome the controversy.

In particular, on their post The topic of grooming gangs Press the government, which Announced the review of the issue,

“There is no doubt that the ownership of the X Musk is having an impact on the public opinion in the UK,” the research group peacock’s Luke Trell told BBC News.

However, according to more in mango, only 16% of the Brits believe that their interventions are designed to obtain justice for the victims, while 44% think they are doing it for attention, and Their approval rating The British sits with the public at -35.

The changing tone of the X and the dispute around its owner have inspired some firms to leave the stage and others have also pulled their advertisements.

At the end of 2023 firms including Apple, IBM and Disney Advertisement stopped on stage,

Other brands including Unilever and Mars were sued by Mr. Musk, who accused him Illegal To boycott the site.

“It is roughly to say that Twitter is becoming less relevant worldwide,” Mr. Wilson says at the pitch office in Central London, from customers posters, charity, telecommunications and sports leagues.

“It has been a long time because customers came to us and say: ‘Twitter fun and exciting. We want to stay in that place’.

“As long as you are not targeting specific audiences, perhaps some political audiences or sports – is still big on Twitter – it is difficult to see the value.”

Trump’s election victory has inspired other organizations to leave X, others consider their positions as the influence of Mr. Musk in the White House increases.

Starting from 2013, the German football team FC St. Pauli, who plays in Germany’s top league, Bundesleiga, posted more than 60,000 times, with a ranking of around 250,000 followers.

But less than 10 days after Trump returns to the White House, the club posted: “You can find our statement about saying goodbye to X on Blue. Fively follow us there. We are out of here. “

Club spokesperson, Patrick Gensing told the BBC, “We discussed the decision for a year. We were mostly posting material with counter speech for hatred. We have a lot of materials for diversity, anti -racism and sexism Was.”

“We have seen attacks on the principles of X, Antisementism, Conspiracy,” they say.

The argument that such posts are suitable for freedom of speech, do not refuse it.

“We don’t think racism is freedom of speech,” is called Sri Gennings.

One of the most recent departures from X was by UK Arm of BMW. In the end of January announced that it was No posting on X anymore And directed people for their posts on Facebook and Instagram.

There is no sure way to know how many brands are choosing to leave or reduce their posts on stage.

When contacted, X did not respond to the points raised in this article. But last year, Mr. Musk claimed that X had 600 million monthly active users, and the forum was “to serve public interactions”.

Mr. Musk “is clear that the X is ready to trading more open than the X Twitter to adopt a lower moderate approach”, calls a scholar at Harvard Business School, saying Gorn Callic.

But leaving X can lead to negative results for organizations and their relationships with customers.

“When the users leave, the effect depends on who is leaving and why. A local authority gives an important price to the posting news network. If such an account is left, it is both platform and its users both. Can hurt, “he tells BBC News.

“Users protesting from leaving must weigh wide social implications to live.”

For some organizations that need to receive their message quickly, X still has value that other competitive buses cannot introduce buses.

“For us there is still that price (on X),” says Andrew Cassidi, senior director of digital strategy and engagement at Massachusetts Bay Transportation Authority (MBTA).

“We try to match where our riders are. When people are tweeting in MBTA, a person can provide a certain answer in the moment. Our broadcast system is especially tied to our X account, but We still field customer service questions on other platforms. “

“Our focus is providing customer service that we can possibly do the largest number of riders,” says Sri Cassidi.

“What is it with the current landscape, X still feeds that need.”

It is “unimaginable”, Mr. Jensing explains, there is no presence on social media in 2025.

“We have to see all the platforms seriously, it is not only X. The companies behind them establish the rules of the game and they can replace them.”