In light of the troubling events stemming from Twitter (now X), particularly with the platform’s controversial acceptance of far-right voices and misinformation, the conversation around whether organisations should continue using the platform has intensified. Many within the membership community have voiced their concerns, and we at Memcom wanted to gather real-time insights from our community. To facilitate this, we launched a pulse survey, collecting responses from 112 organisations regarding their current stance on X.
Here’s a summary of the key findings:
1. Negative Sentiment Towards X
An overwhelming majority of respondents feel negatively about the platform. The survey asked participants to rate how positively they feel about X on a scale of 1 to 7, with 1 being very negative and 7 being very positive. Astonishingly, 77 respondents (69%) rated their sentiment towards the platform on the negative side (1–3), with only two people expressing a positive outlook. This is a clear reflection of growing dissatisfaction.
2. Widespread Internal Discussions
94% of organisations have had or are planning discussions regarding their future use of X. Around 22% have already had formal conversations, and another 55% have discussed it informally or are considering doing so. This suggests that organisations are seriously weighing the pros and cons of staying on the platform amidst growing concerns about its direction and credibility.
3. Decreasing Engagement Levels
In terms of how effective X is for organisations, the feedback is revealing. 61 respondents admitted that the platform “used to be better” but no longer generates much engagement. Three out of five organisations are seeing far less interaction on the platform compared to previous years, with only one in five saying they don’t actively measure the engagement X generates.
Despite this, some organisations (one in five) still believe that X has value for disseminating news and keeping in touch with their audiences. This suggests that while dissatisfaction is prevalent, there’s still recognition that X holds some use for specific purposes like news sharing.
4. Organisations’ Hesitation to Leave
While concerns about Twitter are widespread, the survey shows that organisations are still hesitant to make a definitive break. 23 respondents said they’ve been using X as part of their communications mix without actively measuring its impact. In fact, some believe their members expect them to maintain a presence on the platform, showing that despite the drop in engagement, there’s still a perceived necessity to remain visible.
Final Thoughts: Is It Time to Move On?
The data from this survey highlights a significant shift in how organisations perceive X. With declining engagement and negative sentiment rising, it’s clear that many are rethinking their strategies. However, the platform’s ability to disseminate news still holds appeal, and many organisations are waiting to see how these discussions evolve.
At Memcom, we stand firmly with the membership community, advocating for inclusivity, democracy, and responsible communication. As the landscape of social media continues to change, it’s vital for organisations to have open discussions and weigh their options in an ever-evolving digital world.
For those who haven’t yet made a decision, the time for reflection may be now. As our survey shows, the majority of organisations are actively rethinking their approach to X - will yours be next?
