By Harry Mackin

Ever since Elon Musk bought Twitter and rebranded it “X,” it seems like a day can’t go by without the social media platform making headlines. 

In the wake of increasing controversies including a substantial rise in bot traffic and hate speech, scores of users and companies are reassessing their relationship with X. Most recently, more than 100 of X’s most prominent advertisers, including Airbnb, Coca-Cola, Microsoft, and Netflix have indefinitely paused advertising after Musk posted an endorsement of an anti-semitic conspiracy theory.

Given how volatile the platform has become, it’s understandable if you’re reconsidering how you use X for your B2B marketing initiatives. Unfortunately, there’s no one-size-fits-all answer. 

X can still be a valuable tool for B2B marketing under the right circumstances. Whether or not it still makes sense for you comes down to how you’re using the platform, what you’re promoting, and – most importantly – to whom you’re promoting it.

We may not be able to tell you whether it makes sense for you to keep using X outright, but we can help you figure it out for yourself. Try answering each of the following questions to determine whether the platform still has something to offer your B2B marketing.

Is your audience still active on X?

As with any channel you’re considering using, this is the most important question to ask. If your audience is sticking with X, then you probably should too.

You can first evaluate whether the platform is still driving significant traffic to your website and landing pages. If you run ads, are they delivering results?

Beyond metrics, the best way to figure out if your audience is still on X is to look up decision maker’s profiles. Check their activity on the platform to see how frequently they post and — even more importantly — how frequently they react and respond to other posts. You should also see how many of these decision makers already follow you. If you already have an audience on X, you shouldn’t give that up. 

If you’re not sure about whether relevant decision makers are still on X, consider recent X demographics as compiled by Pew Research Center. According to their findings:

• The most common age group of X users in the US is 18 to 29 years old (42% of respondents)
• More men use X than women (26% vs. 19% of respondents in the US)
• X users in the US are more likely to live in the suburbs (26%) or cities (25%) than in rural locations
• Adults with higher incomes use X at slightly higher rates

Reassess who you’re trying …read more

Source:: Top Rank Blog