| Good morning, Marketer, and will you abandon Twitter? Marketing channels come and marketing channels go. Social media will doubtless be with us for the foreseeable future, but that doesn’t mean the mix of social channels will remain static. TikTok came roaring over the horizon, for example. And what about Twitter? Twitter may not be as important a channel for marketers as Facebook, Instagram — or indeed TikTok; but those brands that do value their Twitter presence must be observing current events nervously. It’s not just that Elon Musk finally acquired a business that he recently didn’t seem to want. The deal closed at the end of a week in which he cleared out the C-suite, threatened (and then denied) the layoff of 75% of the staff, earned himself a warning from the EU and continued to deliver the promise or threat (depending where you stand) of free speech. Many Twitter power users are openly discussing leaving the platform; but where will they go? Marketers, however, do have a choice of channels. Will brands vote with their feet if Twitter dissolves into chaos. Right now it feels like Musk will indeed bring the chaos — just because he can. Kim Davis
Editorial Director | 