X marks the spot where Musk buried Twitter

When Twitter was launched in 2006 it quickly became a social media phenomenon. Its brevity, ease of use and sheer novelty saw it surge past other social media platforms in popularity and usage.

Now, under the ownership of Elon Musk, with the cack-handed re-branding to X, it is in decline, with long-term users deserting it in droves. Every decision Musk makes seems to accelerate this downward trajectory.

As someone who joined Twitter over 14 years ago, has used it extensively and helped many organisations establish their own Twitter presence, this is not something I relish. However, it cannot be ignored.

Almost from the day he walked into the Twitter boardroom, Musk has seemed bent on its destruction. The savage cutbacks in staff meant that offensive, inaccurate and outrageously false content found its way back onto the platform. The ending of the blue tick verification and its replacement with a worthless paid for option was another blow to those of us who wanted to use Twitter responsibly and engage with others of a similar disposition.

Musk has also ended the ability of many other apps to display Twitter/X content, including WordPress which this site uses. The Twitter feed that was such a familiar feature of so many websites has disappeared. In many ways, this is the most baffling of Musk’s decisions. The Twitter feeds were a showcase for the platform, inviting people, including non-users, to engage with it. Surely, it was a useful marketing tool?

The cumulative effect of these changes has had a negative impact.

Decline in engagement

Over the last few months, I have noticed a sharp decline in engagement on Twitter, even before its rebranding to the sinister looking black X. The same type of content has been getting far less response, sharing and comment than previously. I have also seen less and less content of interest to me in my timeline. This suggests the new algorithm relegates content that interests me to the fringes or that people who posted that sort of content have deserted the platform. I suspect it is a combination of the two.

I was already questioning the value of Twitter, on which I have a modest following of just over 5000, but have despaired over the last two weeks as Musk has continued with his bizarre campaign of wonton destruction of the platform.

The withdrawal of Tweetdeck and its replacement with an inferior paid for option is among the worst of the many poor decisions Musk has made. It was a fantastic tool for organising accounts and content into manageable groups, sharing those communities with others and quickly focussing on the specific content that was of interest to you just when you needed to. Without it, my timeline has become almost unmanageable. 

Yes, there are other tools – communities, hashtags and so on – but they do not offer the same control, ease of use and focus that Tweetdeck offered.

Contempt for customers

The way Tweetdeck was canned also laid bare Musk’s contempt for his customers. No warning, no explanation, no incentive to explore his new alternative: it was just turned off one morning.

Now, comes the announcement that the ability to block accounts is being withdrawn. This cancels the basic right to chose who you engage with and who you want to see your content. Leaving the option to mute accounts is hardly an adequate substitute.

It is a further step into the sort of unfettered anarchy that many imagined Twitter was previously. It might have been messy, occasionally leaving you open to seeing content you would rather avoid and being on the receiving end of unwelcome engagement but you had a range of tools available to help you deal with that. Whittling away those tools will drive away more professional users, businesses and responsible organisations. It is a trend that is already powerfully in motion. I know people who left Twitter when Musk took over, many more who have lost interest in it and use it less. I will join the latter group. I will not be casting anything more that the occasional glance at it, adding far less content than I have done over the last 14 years, all while I watch Musk bury a once thriving social media platform – X marks the spot.