Figure 1 Twitter Is Missing The Mark On Audience Targeting Screenshot that shows examples of irrelevant Twitter ads for a specific user, including for firearm training systems and dog toys. Figure 2 Brands That Remain On Twitter Risk Reputational Damage When Elon Musk took over Twitter, racist tweets surged , and according to Forrester’s 2022 data, 51% of US online adults think that “Twitter is moving in a negative/downhill direction.”

Younger Generations (Millennials and Gen Z) Turn To Social Media For Customer Service This bar chart, organized by generation, shows those who have used Facebook, Instagram, WhatsApp, TikTok, X (formerly known as Twitter), Reddit, YouTube, or another social media channel to contact a brand to resolve a customer service issue.

While X (formerly Twitter) remains on some B2B marketers’ radar, it is no longer prioritized as it once was, given the broad concerns about brand safety due to the platform’s content moderation policies, misinformation and disinformation, and controversy under Elon Musk’s leadership.

Developers no longer congregate in a small number of predictable forums such as Twitter or at industry conferences. You must engage across a fragmented mix of platforms, formats, and generations (see Figure 5). Anchor content with strong documentation and APIs, then repurpose that content across blogs, website tutorials, and newsletters. Use social platforms such as Bluesky, Reddit, Mastodon, or LinkedIn to seed community engagement. Build direct relationships for long-term resilience.

All 24 of the CPG brands we reviewed had a presence (i.e., an official account, page, or profile) on Facebook, Instagram, TikTok, X (formerly Twitter), and YouTube. While CPG brands tend to amass fewer followers than other categories like clothing or electronics, 15 brands in this review had at least 1 million followers on a social media platform. Brands that did well here included Coca-Cola and Pepsi, who had more than 1 million followers on every platform.

Researchers and accreditation bodies refuted their verification of measurement and brand safety from Google and X/Twitter, drawing a public apology from DoubleVerify. Meanwhile, major advertisers continue to avoid advertising on one of the largest social media networks. While these vendors ramp up investments in user-generated content, connected TV (CTV), and M&A, they face less competition than ever, reducing the incentive to retool their age-old revenue-protected models and methods.

To lower knowledge-based authentication (KBA) costs, firms often use social identity verification to ascertain the true identity of a caller based on information from social media like Facebook, LinkedIn, or Twitter. Vendors such as Ethelo, Facebook, and Socure continually crawl social media sites for user information to derive a risk score indicating how likely it is that the user is a synthetic identity that exists only in cyberspace.

This year, the European Commission has launched an investigation into Meta and taken action against X, formerly known as Twitter, over their handling of political content. The tech giants have fallen short of their obligation to combat malicious campaigns aimed at influencing European elections. This might sound like a spark of hope, but tackling online propaganda will still depend on how large media platforms respond to increasing geopolitical risks in the light of ongoing global conflicts.

Consumer conversations with brands become invisible to the public eye (gone will be the days of X, aka Twitter, as the channel for customer complaints) and take place on platforms that encourage one-to-one engagements. Public interactions (both good and bad) will be less evident. Interactive. Consumers expect dialogues, not monologues. Conversation, by nature, is a two-way process.

We saw this most recently when many big brands distanced themselves from X (formerly Twitter). Shoring up defenses in known weak spots can drive stronger outcomes and enable brands to maintain an “above-the-fray” position. Meissner added that: “CMOs have to be really smart. The idea of pausing advertising entirely because it’s an election cycle is a little shortsighted.”