Navigating X: Is It Still the Right Platform for Your Organization?

X, previously known as Twitter, was acquired by Elon Musk in October 2022. For the past two years, it has been the centre of controversy, leaving brands uncertain about their continued presence on the platform.  

Elon Musk is a prominent figure and advisor in Donald Trump’s inner circle, which has created a significant divide between right- and left-leaning voters. This narrative has also influenced perspectives regarding the social media platform X in Canada and around the globe.

There has been a lot of attention online around who has left the platform and where they are going. At Syntax, this has led to an increasing number of questions about whether companies, organizations, and non-profits should continue investing their time and resources in X or consider moving on.

The answer lies in what should be the foundation of all communication tactics: an understanding of your goals, your audience, how they engage with your brand, and whether your values align with the platform's direction.

X remains a go-to source for breaking news and business updates and remains a key platform for reaching and influencing key political audiences and engaging in political commentary.

Many politicians and staff continue to use it regularly for news updates, trends, and political commentary. If your organization aims to reach and influence key political decision-makers, X remains an important platform.

On the other hand, there are reports of many academics and some non-profit organizations leaving X.

Understanding your objectives and audience is important for determining your end goal and should guide you on your platform strategy, regardless of the commentary offered by Elon Musk or the platform’s user base.

Our team has developed a quick audience alignment test to help you make this decision.

The Audience Alignment Test

Before committing to or abandoning X, consider these critical questions:

1. Is your key audience active on X?
2. Are your competitors active on X?
3. Do you have the resources to manage X effectively?

Want to Know More?

Our team of experts can help audit your social media platform performance and help you strategize to reach your goals for the future. Feel free to contact Syntax and see how we can help you navigate and set up your organization for success.