Why Now is the Time for Charities to Rethink Their Presence on X (Twitter)

With the general election announcement expected soon, and Taoiseach Simon Harris indicating it could be called later this week, now is an ideal time for charities to assess and reevaluate their communication channels.  

Ahead of the election most people working in marketing, communications or advocacy anticipate an increase in online polarisation, disinformation, and heightened levels of vitriol, and with this in mind it might be a good time for you and your charity to be asking whether X (formerly Twitter) is still the right fit for engaging your communities. 

When evaluating whether to stay on X, it’s essential to weigh the pros and cons.  

On one side, the platform’s values and the environment it fosters (and promotes) may no longer align with your organisation’s mission or the values of your community. An important factor that is often overlooked is that many social media professionals find themselves overwhelmed by the negativity that has come to characterise X, and considering your team’s well-being is a crucial factor is making a decision to stay or leave.  

On the other side, the platform's audience is still a place for engagement especially as many government and policy makers are still very active on the platform. However, with X’s new subscription model, maintaining a worthwhile presence now incurs a financial cost, which may be better invested in platforms that better align with your charity’s goals. 

If your organisation is considering leaving, or if your are now considering the question you should start by reviewing your social media strategy.  

Ask yourself: Why leave? What are the benefits and drawbacks? Was X a necessary channel for a unique community or was it simply “a place to be”? Did it served a specific group? Can they be moved to another platform?, and if so, how do we make this transition smoothly? 

If you organisation chooses to depart X, it’s important to outline a clear rationale that aligns with your organisation’s objectives. This could be due to a decline in reach or a decision to no longer associate with X. Whatever the reason, ensure its transparent and connected to your mission. Consider the potential downsides and address them proactively: for example, some followers may be disappointed or concerned. Respond thoughtfully to their questions, it would also be worthwhile having a web update of FAQs on the decision to keep your community informed. 

Here are a few steps to ensure a smooth exit: 

• Identify Alternative Channels: Consider filling the gap with platforms like Threads or TikTok, or even investing in owned community spaces like website forums or live chat. By focusing on fewer, more relevant platforms, your organisation can maintain strong and effective engagement. 
• Communicate Clearly: Pin a message to the top of your X profile for at least 30 days to inform followers of your departure. Link to your other social media platforms and encourage followers to stay up to date by subscribing to your newsletter. 
• Prepare a Transition Plan: Update your website, email signatures, and other online profiles to reflect this shift. Invite followers to connect on other platforms where your charity is active. 

Regardless of whether your organisation decides to stay or leave, simply having the conversation is a valuable exercise for your communications team. It’s an opportunity to ensure that your platforms, strategies, and actions remain aligned with your mission. If you do choose to transition gradually and intentionally, this approach gives your community time to adjust while keeping your resources and values in sync. Ultimately, a decision to leave X can allow charities to focus energy on platforms that better serve both their audiences and their teams, fostering a more supportive and impactful environment. 

Written by John Harvey, Communications Manager with Vision Ireland - https://www.linkedin.com/in/johnharv/