How to leave Twitter (X) gracefully: 5 key steps for charities

Twitter’s transformation into X under Elon Musk’s leadership has led many charities to rethink their presence on the platform. As we predicted at the start of the year, content moderation cutbacks, coupled with ongoing concerns about brand safety has eroded trust in the platform. This has led to a decline in active usage among, charities, end users and brands alike.

Many companies have opted to remove all paid advertising on the platform. Charities in particular opt for the benefit of consolidating ad spend for platforms that offer brand safety controls and guidelines to keep conversations respectful. However, it’s important to have a strategy in place before leaving any established online presence. 

Below we outline a strategic plan that you and your organisation can put in place before closing down your X account.

Step 1: Set Clear Objectives

Review and evaluate the social media strategy your organisation has for each social media platform: Why do you want to leave? What are the benefits/drawbacks to leaving? Was X just a place to be, or did it serve a specific portion of your community? If so, can this portion be moved to another platform and if so, how?

Outline your reasons behind the decision, including company goals and objectives for how and when you plan to leave. For example: you may not be getting the reach you used to on X. Or, your organisation no longer wishes to be associated with the platform. Whatever your argument is, be sure it’s clear, and aligned with company objectives. 

Include possible negative consequences for leaving X and how you plan to address them. Share thoughts and provide tips to discuss concerns from followers and stakeholders. Consider the potential of filling the gap with another channel such as Threads or Tiktok.

Step 2: Inform Stakeholders, and Create Messaging Strategy

Communicate the decision to leave X with your internal stakeholders. Be transparent with your message. Together, create the plan for notifying followers, donors, and partners through various channels, not just X.  Make sure all internal stakeholders have had the opportunity to inject their perspective into the plan. 

Step 3: Backup and Archive Content

Download a backup of tweets, images, and engagement data. The content you created for X should not be discarded as it may contain golden nuggets of information for future campaigns, and ready made examples of how to share newsworthy company updates.

Archive important conversations and interactions, and combine the information with your community data points and analysis. What worked best? When did you see the largest (and smallest) level of engagement? These conversations will help define your goals for future social media content – both what works and what to avoid. 

Step 4: Redirect to Alternative Platforms

Make sure the plan provides alternative ways to stay connected. By consolidating your communications to fewer, but more relevant, platforms, engagement will remain focused and effective. This should also include whether you plan to focus attention on different community spaces, such as a website forum or live chat. 

Have a bank of standardised FAQs and responses on hand so you can stay engaged with your community throughout the transition. Include welcoming messages for your other social platforms and new community spaces. 

Create a standard message pinned to the top of your official X page(s) for at least 30 days if not longer. This allows your followers to be informed in advance, and know where you find you elsewhere. Include hyperlinks to your other social media and community spaces. You could also encourage followers to stay up to date by subscribing to your newsletter in a pinned post.

Update your website, corporate email signatures, and other online profiles with new contact information and encourage followers to transition to other platforms for continued engagement.

Step 5: Close and Manage the Twitter Account

Give at least 30 days’ notice to your public before closing down your account.  Review and update all account settings for security and privacy reasons, and remove administrative access from anyone not directly managing the account. 

Post a final farewell message and thank followers for their support. Keep the account live for a transition period with redirection notices. 

Monitor the impact that leaving Twitter has an engagement and outreach throughout the closure and within your other communities. 

Lastly, we recommend keeping hold of the handle as long as possible in order to avoid impersonators and trolls from taking it over and compromising brand reputation. 

Conclusion

It’s always good practice to regularly review your Social Media and Community strategies. Social platforms come and go, and not every one is right for every brand. If you find your charity is ready to leave X, you should have the above plan in place before making sudden changes. 

Outline why you plan to leave; and include your goals and objectives. Share these with your internal stakeholders for their input and support. Get your online messaging done first, including standard responses you can use to help guide your community of users over to other platforms. Collect your Twitter account data and engagement content, and use this to evolve your community and engagement strategies. Shut down communications but continue to monitor your account. 

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