Government’s Social Media Strategy Under Scrutiny Amidst X Platform Turmoil
The UK government’s social media strategy has come under intense scrutiny following revelations that its use of X (formerly Twitter) hasn’t been reviewed since April 2023, predating a series of controversial changes and events on the platform. This revelation came in response to a parliamentary question posed by Liberal Democrat peer Mark Pack, who inquired about the government’s consideration of establishing a presence on Bluesky, a decentralized social media platform founded by former Twitter CEO Jack Dorsey. Baroness Anderson, responding on behalf of the government, stated that no review of X had occurred since April 2023 and that no official government accounts existed on Bluesky.
The timing of the last review is particularly noteworthy, given the significant transformations X has undergone since then. These include the platform’s rebranding, the integration of the controversial AI tool “Grok,” X’s role in disseminating misinformation during social unrest, owner Elon Musk’s provocative statements, the shift in verification practices, the exodus of major advertisers, and the substantial growth of Bluesky. Critics have expressed concerns over the government’s continued reliance on X despite these developments, questioning the absence of a formal review in light of the platform’s shift towards the far-right under Musk’s leadership.
While the government’s response indicated no ministerial presence on Bluesky, Scotland Secretary Ian Murray MP maintains an active account on the platform, alongside official accounts for the House of Commons, House of Lords, and the Commons Speaker. This discrepancy raises further questions about the government’s awareness and coordination regarding its social media strategy. Public calls for the government to diversify its social media presence beyond X are growing, with some departments already utilizing Meta’s Threads. Speculation abounds regarding the reasons behind the government’s apparent reluctance to re-evaluate its X usage, with some suggesting fear of a right-wing backlash.
The government’s approach to social media stands in stark contrast to its stated commitment to a “test and learn” approach to policy development. Experts argue that a government detached from the evolving dynamics of online communication will struggle to govern effectively. This debate unfolds as Downing Street hosts its inaugural reception for online influencers, signaling a potential shift in the government’s engagement with traditional versus “new” media.
Several public sector bodies, including Devon County Council, North Wales Police, and the Royal National Orthopaedic Hospital, have already abandoned X citing concerns about the platform’s increasingly hostile environment. The hospital explicitly stated its decision was based on X no longer being a “safe, healthy or inclusive environment” that aligns with their values or those of the NHS. This trend raises the question of whether other public institutions will follow suit, potentially leaving the government increasingly isolated on a platform facing widespread criticism.
The government’s Social media Assessment Framework for Evaluation (SAFE) remains shrouded in ambiguity. It’s unclear what criteria trigger a review under this framework, and whether the significant changes on X since April 2023 meet the threshold for re-evaluation. The lack of transparency surrounding SAFE further fuels concerns about the government’s responsiveness to the evolving online landscape. This issue highlights the need for clarity regarding what constitutes a “major” platform update warranting review, especially considering the rapid pace of change in the social media sphere. The government’s continued reliance on X, despite the controversies and evolving alternatives, warrants deeper examination. The lack of a recent review raises concerns about the effectiveness and adaptability of the government’s social media strategy in a rapidly changing digital environment. The government’s approach to social media will continue to be a topic of debate and scrutiny as the landscape continues to evolve.