Should your B2B business still be on X?

The discussion surrounding X (formerly known as Twitter) may have taken an unpleasant and partisan turn. But for many organisations, including B2B businesses, the question of whether or not to stay on X remains a subject of serious debate and consideration. With recent high-profile departures (or threats to quit) from the platform, including communications firms and even an NHS trust1, many are questioning whether X still aligns with their values and business goals.

So, here are some key considerations for brands that are unsure whether they should part ways with the platform. 

Should I stay or should I go? Key considerations 

Evaluate your audience: Is your target audience still active on X? If your customers, clients or industry influencers are engaging on the platform, it might still be valuable for brand awareness and PR opportunities.

Monitor competitors: Keeping an eye on what your competitors are doing is crucial, but is not necessarily an indicator of what your brand should be doing. You might decide that, if your competitors are still on X, the platform remains relevant in your industry. On the other hand, you might also opt for doing the opposite of what your competitors are doing, and leave the platform if it’s no longer serving your needs.

Relevance to business goals: With the changes in X's algorithm and the shifting nature of its user base, it's essential to assess whether the platform still aligns with your business objectives. Does it help you reach your goals, or does it pose more risks than benefits?

Reputation management: Consider the risks of associating your brand with a platform increasingly criticised for misinformation and divisive content. As our Digital Marketing Lead, Raven Wheatley-Hawkins, points out: "There’s more risk when you are reactive on X, but if you are strategic, you can still leverage the platform without getting involved in the negative aspects."

Ethical considerations: More companies are choosing to either stop advertising on X or leave it completely, to avoid endorsing what they see as an increasingly toxic environment. If your brand values safety, inclusivity and diversity, staying on X might contradict these principles – although you might also conclude that defending those company values is best done by staying in the room.

Case-by-case basis: Raven advises, "We'd encourage each business to do a SWOT analysis – strengths, weaknesses, opportunities, threats – to determine if staying on X aligns with their unique situation." Each organisation must weigh the pros and cons and decide based on their specific circumstances.

Ultimately, the choice is yours

Yes, we know it’s a little frustrating to read a blog post on whether you should stay on X or not, and come away without a definitive answer – but the decision really isn't straightforward. It requires careful consideration of your audience, competitors, business goals, and ethical stance. While some companies find value in staying on X for visibility and engagement, others, like Greenhouse2, have chosen to leave to align with their values. Ultimately, it's about what makes sense for your brand and its customers.

For businesses still on the fence, staying informed and adaptable is key. The digital landscape is always changing, and your marketing strategy should, too. If you need help navigating these decisions, our team can offer guidance tailored to your unique circumstances. Get in touch for more information.