6 Questions to Ask Yourself Before Removing X From Your Channel Strategy.
The social media landscape is evolving faster than ever. For marketing and communications teams, staying ahead of platform shifts is critical to maintaining audience engagement, trust, and relevance.
With X (formerly Twitter) becoming increasingly polarised due to its perceived political leanings, many brands and organisations are considering emerging alternatives like Bluesky and Threads. But with limited usage data, especially in Australia, how do you know if shifting platforms is the right move?
To support your decision-making, we’ve compiled key data and insights into the infographic below:
As marketers, we pour hours into building a channel strategy we believe will engage with our audience. From channel research and content audits to competitor analysis, it’s a big investment. And the more channels we’re active on, the more time and effort it takes: tailoring content for each platform, managing communities, keeping up with trends and algorithm changes... the list goes on.
So, when it comes to switching from one platform to another, it’s not a decision we can—or should—make lightly.
Here are a few key questions you might consider when evaluating your channel strategy:
Question One: What is the objective of your social media strategy? Are you looking to build brand awareness, foster community, manage reputation, drive conversions, or all of the above? And how does each platform currently help to achieve those goals?
Question Two: What role does X currently play in your marketing mix? Is it central to your strategy or simply one of many touchpoints?
Question Three: Which conversations matter most to your organisation? And where are these conversations happening?
Using social listening to guide platform decisions
Tools like Sprinklr can help you gather real-time insights into audience sentiment, trending conversations, and platform-specific behaviours. With AI-powered analysis, you can better understand:
What’s being said about your brand, industry, or key topics
Where those conversations are happening
How people feel about them
This allows marketing teams to make informed, data-driven decisions, rather than reacting to headlines or hype.
With these insights in hand, ask your team:
Question Four: Should your brand actively counter misinformation or reputational risk on a particular platform?
Question Five: Is there value in engaging in conversation to drive trust?
Question Six: Or is it time to redirect resources toward platforms that better align with your goals and audience?
There’s no one-size-fits-all when it comes to channel strategy. What works for one brand may not work for another. That’s why data-driven insights, agility, and alignment on objectives are essential.
If you’re looking for support in gathering insights, auditing your current strategy, or exploring new platform opportunities, get in touch.