By Erica Newell and Lauren Parker
If you’re anything like us, you’ve been following the turmoil surrounding the acquisition of Twitter by Elon Musk. Musk has been making swift organizational and platform changes that have caused many to question the safety and credibility of Twitter. Poorly communicated top-down mandates, major changes to the platform’s blue checkmark verification protocols, and an immediate rise in racist hate speech have made individuals and brands reconsider whether or not it makes sense to remain active on the social media channel.
While it’s still early on in the Elon Musk reign, there are a few things you and your organization should discuss and assess as you weigh your options and determine next steps:
Regardless of your situation, we recommend you take the following action:
At this moment in time, we aren’t seeing value in a knee-jerk reaction to leave the platform completely (resulting in the release of your brand’s account handle). And depending on what’s best for you and your brand, you may choose one of the following paths forward:
Taking a long range view, these events shouldn’t be cause for panic. Social media platforms will come and go, while evolving over time. At the end of the day, it’s the story and your message that matters more than the platform.
TLDR; it’s too early to tell what exactly is going to happen with Twitter and to make any final decisions about your brand/organization, but you should start evaluating your values and goals on the platform to inform your future decision making.