28 Aug Falling out of love with X and how to navigate the platform’s problems

More Fire PR’s Mark Ferguson comments on what’s gone wrong with X and how businesses can better navigate It.

Since Elon Musk’s takeover of Twitter, now rebranded as X, many business owners, including myself, have been grappling with the platform’s shifting landscape.

Once celebrated as a world-leading hub for engagement and networking, X now feels increasingly problematic, fraught with issues that can impact how businesses interact with their most important audiences.

Here’s a brief summary of why my enthusiasm for X is waning, and how you can still use the platform effectively in the midst of these challenges.

The rise of bots and fake accounts

Barely a day goes by now when I don’t have to sift new ‘followers’ on my, and my clients’ X accounts, to remove the inevitable ‘mysterious attractive women with zero posts’ – aka ‘spammers and criminals in a basement somewhere in the world.’

One of the most glaring issues with X since the acquisition has been the proliferation of bots and fake accounts. It’s getting really tiring to constantly ‘block and report’ obviously fake accounts in what feels like a never-ending battle.

The promise of a platform clean from spam and disinformation appears to have taken a backseat and automated accounts now flood my timelines with low-quality, repetitive content, drowning out many genuine interactions.

These bots can distort engagement metrics – equally difficult to manage now X has removed much of the measurable detail Twitter used to offer – making it harder for businesses to understand the true impact of their posts.

Divisive content and increasing polarisation

In the world of Trump and his kind, X has increasingly become a battleground of divisive content.

The platform’s algorithm seems to increasingly favour sensational and controversial posts, resulting in an environment where constructive dialogue is often overshadowed by conflict and outrage.

For businesses, this polarisation can be problematic. Engaging in, or even inadvertently appearing to support contentious topics can alienate potential customers and damage brand reputation.

The escalation of spam and scams

Spam and scams have also become more rampant. Phishing, fraudulent offers, and misleading promotions clutter feeds, making it challenging to distinguish legitimate businesses from criminals.

This increased exposure to fraud not only puts users at risk, but also taints the overall X experience, making potential customers wary of engaging with new brands.

On a separate note – is anyone else tired of accounts and posts on their timeline they never asked for?

Top tips for businesses to navigate X effectively

So – the simple solution is close your X accounts right? Maybe not. Despite the many challenges, there’s still something to admire about X, and despite its faults it remains a platform of choice for much of the business world.

This being the case, here follow six tips on continuing to use the platform effectively, while mitigating its current issues:

1. Focus on quality content: Prioritise creating high-value, informative, and engaging content. Rather than diving into the latest controversies, share insights, tips, and valuable information that resonates with your target audiences to build credibility and trust.
2. Leverage verified accounts and lists: The jury’s still out for many on this point, but if your business wants to get ahead in the current online Wild West that is X’s platform, then using its verification features to establish your credibility might just be the best option. Creating and promoting lists of reliable sources and industry experts to guide your audience to trustworthy content can only be a good thing.
3. Engage responsibly: Fostering positive interactions by focusing on inclusive and respectful dialogue is sensible advice in any marketing communications approach. This includes addressing customer queries and concerns thoughtfully, and avoiding getting drawn into polarising debates that detract from your brand’s message.
4. Monitoring spam and scams: Regularly auditing your account for any suspicious activity. Use X’s tools to report spam and scams – for what it’s worth – removing and blocking fake accounts and staying vigilant for any fraudulent content that appears alongside your posts is a must-do.
5. Educate and Inform: Use your platform to help inform and educate your audience about industry trends, product updates, and other helpful tips. By positioning yourself as a knowledgeable resource, you can build a loyal following.
6. Diversify your social media strategy: Don’t rely solely on X for marketing efforts. Complement your strategy with other social platforms, email marketing, and direct engagement methods. This reduces the impact of any single platform’s shortcomings.

In conclusion, while X continues to offer significant opportunities for business promotion, the platform has a lot of problems which can’t be ignored. By adapting your strategy and focusing on content that delivers genuine value, you can still leverage X while navigating its evolving landscape.

Follow More Fire PR on X at: https://x.com/MoreFirePR