Leading Through Platform Chaos: How Social Media Leaders Navigated the Shift from Twitter to X
Featuring insights from social media leaders at the world's largest brands, how they responded to platform instability, and why community became the most strategic asset.
When Elon Musk took over Twitter in 2022, social media leaders at the world's biggest brands faced a high-stakes balancing act: protecting their brand, guiding internal stakeholders, and staying present for audiences on a platform in flux.
This guide captures how social media leaders responded to the chaos, reassessed their strategies, and leaned on community to make fast, informed decisions amid uncertainty.
Inside, you'll find:
- A detailed timeline of the Twitter-to-X transition and how brand behavior evolved.
- Key data and insights on brand behavior, platform strategy shifts, resource allocation, and more.
- Lessons learned from real-time decisions on brand safety, audience engagement, and executive alignment.
- Practical takeaways on platform risks, scenario planning, and the power of peer insights.
Whether your team is still active on X or just trying to make sense of what's next, this guide offers the clarity and context you need to navigate disruption with confidence.