Friend of the Gutter Brian Kirby urges media companies, publishers, agencies and agents to leave X. His analysis and advice is worth considering for more industries and individuals as well. “I’ve been in Marketing with a capital M for a couple of decades, and have worked on large-scale online campaigns for companies like Taco Bell, Wendy’s McDonalds, Cancer Treatment Centers of America, Dannon, Toyota, and many more. I have experience looking at engagement data for huge companies, and have seen good and poor decisions made across the board as far as online marketing goes. I’ve also experienced the positive effects of a large user reach on platforms like Twitter and Reddit, and have had my content go viral to the point where it is a top trending topic for days. I understand the pull of a promised number of followers, and the years of work and luck it takes to build that following. But I’m imploring agencies & publishers that are not migrating away from X because of their follower count to reconsider. Because the follower count and actual follower reach are two different things.

One need only look at the actual engagement numbers. The accounts created on X still exist, but most account owners have stopped regularly using them.”

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