What Social Platforms Should You Be On?

NPR and PBS are leaving Twitter.

The announcement made headlines after the social platform labeled the news orgs as “state-affiliated” and “government-funded” media. It has since removed the labels.

It’s the latest in a string of shakeups at Twitter since Musk took over that has brands – as well as journalists and media outlets – rethinking their place on the platform.

It’s a big shift for Twitter, which has traditionally been the de facto social network for journalists and breaking news.

For PR purposes, time will tell if this will affect Twitter’s value as a pitching tool. Many NPR journalists will likely stay on Twitter, even if their stories aren’t shared there. But if they choose to leave, PR practitioners will need to foster relationships on other channels.

For brands and social media teams, it reflects a new set of considerations when it comes to platforms and content.

To Tweet or Not to Tweet?

Not so long ago, the social media landscape was a little more straightforward. It was a simpler time. There have always been countless social networks. But for most brands, the platforms they needed to prioritize were clear.

LinkedIn? Almost definitely. Facebook and Twitter? Probably. Instagram? Yes (especially for recruiting).

Today, it’s not so cut and dry. While Elon Musk tinkers at Twitter, TikTok’s CEO is testifying before Congress. Social media platforms themselves have developed their own supporters and detractors. How – and even if – brands choose to engage on various social networks has a new set of opportunities and risks.

Other less publicized changes at Twitter are disrupting how brands interact with the platform, including Musk’s move to start charging for access to its Application Programming Interface (API), which allows for integration with third-party scheduling and advertising tools.

For brands, the pros and cons of a presence on different platforms depend on audience specifics and social media goals. Generally, we continue to advise clients to take a wait-and-see position when it comes to major changes in organic social strategies. But some of these recent changes are leading us to advise differently on paid campaigns.