X Concepts

Digital Marketing - Study Notes:

What is X?

X is the social media platform that was formerly known as Twitter. Since Elon Musk took it over in October 2022, it has undergone notable change, from the rebranding from Twitter to X to a streamlined interface, and updated features. It still remains a very popular social media platform.

However, Musk is focused on making the social network profitable. Because of this, the app is attempting to diversify in order to uncover new revenue streams . This will most likely revolve around more projects to turn the platform into a so-called ‘everything app’. In other words, it will become a one-stop place for everything from social media to online payments, entertainment, and other goods and services.

Twitter, and now X, has always been and will continue to be known as an excellent real-time social platform. It continues to be used for:

• Spreading news
• Searching for trending topics, and…
• Engaging in conversations

Why do people use X?

X is unique in that it is the only social network that offers a shared real-time experience with other users globally. No other competitor has managed to match the experience. And this is the secret to the success of X.

As X evolves, it is likely that it will continue to be a way for brands to tap into niche interests and followers – whether that’s NFL or members of parliament.

While everyone experiences X differently, here are a few key areas of interest that people look for on X:

• To follow news and politics: People want to find out the latest of local and global news. They want to watch political events as they unfold, and take part in communities and social movements. Bear in mind, however, that platforms such as X can also be a source of fake news or extreme opinions.
• To follow sports: With sports, from the Olympics to the NFL Draft, you can get real-time updates. You can also see what the star players have to say, and connect with fans around the world.
• To get updates on weather events: X is a good way to follow extreme weather events and natural disasters. It enables people to see what is happening on the ground live.
• To follow pop culture: You can find out what your favorite celebrities are up to by following them on X. You can also join in on the conversations, which makes X great for events and awards such as the Oscars.
• To interact with businesses: People can follow businesses on X to get updates about new features, help and support. It’s also a good source for finding out about career opportunities.
• To follow and connect with influencers: You can see what thought leaders and experts in your industry are saying. And you can connect with creators, artists, and celebrities.
• To access useful information: X provides a lot of handy, useful information. You can get commuter info and updates, receive updates and support, and reach customer service agents without even having to call.

Anonymity on X

Do bear in mind that X is a relatively depersonalized channel. In other words, you can have multiple profiles and you do not have to overtly connect them to your other social profiles.

This allows an element of anonymity. This has the unfortunate the result that people are sometimes angrier and more outspoken on the platform than they are on others.

There is little data required on sign up from a user. This is also a reason why the user analytics is far less detailed than other platforms such as Meta and TikTok.

Brands on X

Many brands are active on X. This brings them several benefits:

• Brand awareness: You can build and reinforce your brand identity by sharing content that reflects their values, mission, and personality.
• Customer engagement: You can engage directly with your customers in real-time. And you can respond to customer inquiries, address concerns, and provide support promptly. This helps to foster positive relationships and improving customer satisfaction.
• Content marketing: Many brands share valuable and relevant content with their X followers to educate, entertain, or inspire them. This content could include blog posts, articles, videos, infographics, or user-generated content that resonates with their target audience. Reactive content tends to perform especially well on X. This is content that references current events and popular culture. It often takes the form of memes or trends.
• Influencer partnerships: Collaborating with influencers or industry experts on X can help you reach new audiences and build credibility. Brands can sponsor influencer content, host X takeovers, or engage influencers in conversations relevant to their brand.
• Crisis management: In the event of a crisis or negative publicity, brands can use X to address issues transparently and quickly. This enables them to provide real-time updates and manage their reputation effectively. Prompt and honest communication can help mitigate damage and rebuild trust with customers.