I’ve been X-free for 3 months - Here’s why event professionals should consider a new digital path

Why responsible companies should seek clearer, value-driven platforms

I have been X-free for three months, and the result is incredible. I didn’t realise how much mental space and rage it occupied and I am surprised by the clarity and positivity this decision brought to my life. Yes, it does sound terribly similar to testimonies from successful Alcoholics Anonymous candidates, and deliberately so. Escaping from addiction offers mental clarity and freedom from habits that drain time, energy, and focus.

For those of us working in events communications, what used to be Twitter was indeed a valuable social media platform to promote pre- and post-event content. Yet, today, you need to be a brave soul - or simply demented - to argue against the fact that Elon Musk’s acquisition of Twitter made the platform a toxic environment with polarising content, and rampant unpredictability.

What my fellow countryman has done to Twitter is even worse for brands. Since it’s been renamed to X and managed by Musk, it slip-slided from a valuable channel to not serving the communications goals of serious brands. It has become a sewer in which it can easily blemish brands that continue to engage with it. Soon brands that continue to use it run the risk of being tarnished by mere association, and I do not need to point you to several responsible brands who have already broken ties with it.

An apt description of what happened to Twitter comes from English actor, broadcaster, and comedian Stephen Fry who said he felt relief after leaving the platform, describing the decline of Twitter from a "secret bathing pool in a magical glade" to a "frothy pool clogged with weeds". The pool is now “littered with broken glass, sharp rocks, and slimy rubbish. If you don’t watch yourself, with every move you’ll end up being gashed, broken, bruised, or contused”.

Turning specifically to events communications, investing in spaces where audiences genuinely want to connect with industry leaders is invaluable. Event communication thrives on community, reputation, and meaningful engagement - all elements better suited to platforms like LinkedIn, Instagram, and even dedicated event apps. 

LinkedIn, for example, not only aligns with the industry’s tone but also offers targeted B2B engagement where people actively seek professional insights. 

If you are not doing it yet, you should seriously take your first step away from any platform that no longer aligns with your brand’s values. X, in its current state, does not align with any values. 

If you find it tough to beat your X addiction, you can always join a support group. Let’s call it X Anonymous. A space where people can navigate the challenges of leaving X together. “Get ready to start your journey to a healthier you and take your brand building to a better place. Join us today.”

But jokes aside, don’t tell me you haven’t been warned.