Southampton City Council Ditches X (Formerly Twitter) Citing Rise in Abuse, Misinformation, and Declining Engagement
Southampton, UK – Southampton City Council has announced its decision to cease using X, the social media platform formerly known as Twitter, citing concerns over the proliferation of abuse, misinformation, and extreme views, coupled with dwindling engagement from local residents. Council Leader Lorna Fielker explained that the platform’s shift in algorithms and abandonment of independent fact-checking have created an environment where harmful content goes unchecked, contradicting the city’s values of inclusivity and respect. This move marks a significant shift in the council’s communication strategy, reflecting a growing trend among public institutions grappling with the changing landscape of online discourse.
The decision comes after a period of declining engagement on the platform. Despite boasting a follower count of 54,000, a significant portion of these accounts are inactive, with many showing no activity for over six months. This trend mirrors a wider pattern observed across local authorities, with reports indicating that up to 75% of council users on X in some regions are dormant. Cllr Fielker highlighted that the platform’s declining reach, with impressions now representing less than 10% of the council’s total social media reach compared to nearly 50% in 2021, further solidified the decision to move away from X. This dramatic drop in engagement underscores the platform’s diminishing effectiveness as a tool for reaching local residents and fostering meaningful dialogue.
Cllr Fielker emphasized that the decision is not solely about declining numbers but also reflects a fundamental clash of values. Southampton, with its rich history as a global trading port, prides itself on its diverse and inclusive community. The council leader recalled the city’s unified response to the unrest that gripped other parts of the UK last year, where Southampton residents actively rejected division and hate. The unchecked spread of abuse, misinformation, and extreme views on X stands in stark contrast to these core values, prompting the council to seek alternative platforms that better align with its commitment to fostering respectful and informed public discourse.
The council’s move also underscores the growing challenge for public institutions navigating the complexities of online communication. While recognizing the importance of diverse viewpoints, Cllr Fielker argued that X’s current environment is not conducive to constructive engagement. The platform’s algorithmic changes have made it increasingly difficult to connect with local residents on local issues, further diminishing its value as a communication tool for the council. The decision highlights the need for public bodies to carefully evaluate the platforms they utilize, ensuring they effectively reach their target audiences while upholding their core values and promoting healthy online interactions.
While acknowledging that individuals, including members of her own party, may continue to use X personally, Cllr Fielker emphasized that the council’s decision is about choosing the most effective and appropriate platform for official communication. The move signifies a proactive approach to managing online presence, prioritizing meaningful engagement over mere metrics. The council plans to redirect its efforts towards alternative platforms that offer greater opportunities for constructive dialogue and community building, ensuring that its communication strategy remains relevant and effective in the evolving digital landscape.
Southampton City Council’s departure from X serves as a significant example of a public institution grappling with the challenges presented by the changing dynamics of social media. As platforms evolve, so too must the strategies of organizations seeking to connect with their communities. The council’s decision underscores the importance of prioritizing values, seeking platforms that foster constructive engagement, and adapting communication strategies to effectively reach target audiences in a constantly evolving digital world. The future of online engagement for public bodies hinges on navigating these complexities and embracing platforms that align with their core values and promote healthy online interactions.