Platforms come and go in the world of social media, but one stalwart has remained a constant fixture: Twitter, now rebranded as X. Despite the emergence of new platforms that offer various forms of engagement, X continues to be a vital channel for brand communication, customer service, and real-time updates. In this article, we’ll delve into the compelling reasons why your brand should maintain a robust presence on this platform.


Real-time engagement

One of X’s most significant advantages is its real-time nature. Unlike other platforms where algorithms dictate the content that appears on a user’s feed, X offers a chronological timeline that allows for immediate interaction. This feature is particularly beneficial for brands that want to capitalise on trending topics or breaking news. By participating in these conversations, your brand not only stays relevant but also gains visibility among a broader audience.



The hashtag feature on X is a powerful tool for increasing your brand’s discoverability. By using relevant hashtags, you can easily categorise your posts and make them easily searchable. This is particularly useful for campaigns, product launches, or events where you want to aggregate all related content under one searchable term. For example, if you’re launching a new product, creating a unique hashtag can help you track its performance and user engagement.


Customer service

X has evolved into a platform where consumers go to seek customer service. The real-time nature of the platform allows for quick responses, making it easier for brands to address customer concerns, answer questions, and even resolve issues. A well-managed customer service channel on X can significantly improve your brand’s reputation and customer satisfaction levels.


Thought leadership

X is an excellent platform for establishing your brand as a thought leader in your industry. By sharing valuable content, engaging with industry experts, and participating in relevant conversations, you can position your brand as an authority in your field. This not only increases your brand’s credibility but also attracts a more targeted audience that is interested in your products or services.


Networking opportunities

The platform is not just for connecting with customers; it’s also a valuable networking tool. Many industry leaders, journalists, and influencers are active on X, making it easier for you to engage with them and build valuable relationships. These connections can lead to collaborations, partnerships, or even media coverage, all of which can significantly benefit your brand.


Crisis management

In today’s digital age, a crisis can escalate quickly, and X is often the first place where issues surface. Having a presence on the platform allows you to monitor what’s being said about your brand in real-time, enabling you to address any negative publicity promptly. This proactive approach can mitigate the impact of a crisis and demonstrates that your brand is committed to transparency and open communication.


Analytics and insights

X provides a wealth of analytics and insights that can help you understand your audience better. From tracking engagement rates to monitoring the performance of your hashtags, these analytics can offer valuable data that can inform your future marketing strategies.


Global reach

X has a global user base, making it an ideal platform for brands that aim to reach an international audience. By leveraging the platform’s features effectively, you can engage with consumers from different parts of the world, thereby expanding your brand’s reach and influence.



Compared to other forms of digital advertising, maintaining a presence on X is relatively cost-effective. While paid promotions can certainly amplify your reach, even organic posts can garner significant engagement if they are well-crafted and timely. This makes X an ideal platform for small businesses or brands with limited marketing budgets.



Finally, X’s adaptability is one of its strongest suits. The platform has continually evolved to meet the changing needs of its users, as evidenced by its rebranding. Features like Fleets and Spaces have added new dimensions to the platform, making it more versatile and relevant in today’s social media landscape.


Wrapping up

In summary, X remains a critical platform for brand engagement, customer service, and real-time updates. Its unique features, such as real-time engagement, hashtags, and analytics, offer distinct advantages that are hard to replicate on other social media platforms. As the digital landscape continues to evolve, maintaining a presence on X will ensure that your brand stays relevant, visible, and engaged with its audience. Reach out to 99social to see how we could help you manage your X presence.

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