Exploit X

X (formerly Twitter) is a platform best known for short form content due to the 280-character limit it places on posts.

Despite its ubiquity, X has seen a considerable decrease in usage in the past year resulting from the controversy surrounding its acquisition by Elon Musk. In a survey conducted by Hootsuite, 75% of nonprofits said they are not confident that X will deliver a positive return on investment for their organization in 2024 (Hootsuite).

So why use X if its value is so shaky? The short answer is its potential for customer service and engagement. You might be thinking, “but we’re a nonprofit, we don’t have customers, we have clients and supporters.”

The truth is, if you are offering a service to your community, chances are they will have questions about it. Are there eligibility requirements to qualify for your services? Or do you only serve a specific area? People will ask these questions, and X can be a place for them to do that.

 Nonprofits looking to implement X into their social media strategy should think carefully about whether their target market regularly uses the platform. If not, it may be better to find an alternative, more stable platform for customer support.