Vale of Glamorgan Council Ditches X (Formerly Twitter), Citing Values and Declining Engagement
The Vale of Glamorgan Council has announced its departure from the social media platform X, formerly known as Twitter, citing concerns about the platform’s values and a significant decline in engagement. This decision aligns the council with a growing number of public bodies across the UK that have distanced themselves from X since its acquisition by Elon Musk in October 2022. Council leader, Cllr Lis Burnett, emphasized that the move reflects the council’s commitment to fostering a welcoming and inclusive environment, a stance seemingly at odds with the perceived atmosphere on X.
Cllr Burnett explained that the platform has become increasingly associated with abuse, misinformation, and extreme views over the past two years. This, she argues, clashes with the council’s ambition to create a "County of Sanctuary" that actively challenges discrimination and promotes equality of opportunity for all citizens. While acknowledging that many residents still use X, Cllr Burnett maintained that it is no longer the right platform for the council to engage with its community.
The council’s decision has sparked criticism from some quarters, particularly from Conservative councillor Rhys Thomas, who accused the Labour-run council of attempting to avoid scrutiny. Cllr Thomas argued that X remains a vital source of information for many Vale residents and that the council should maintain an active presence on the platform. He dismissed the council’s justification as "virtue-signalling" and urged them to prioritize issues of greater importance to the community.
Beyond the clash of values, the council also pointed to a significant decline in engagement on X as a contributing factor to their decision. The council’s statement highlighted a decrease in active accounts and changes to the platform’s algorithm as reasons for the dwindling reach of their posts. Despite boasting 29,000 followers, the council revealed that impressions on the platform have plummeted to less than 10% of their levels two years ago. This decline in effectiveness further reinforces the council’s decision to reallocate resources to other social media platforms.
The council’s departure from X follows a similar move by North Wales Police, another Welsh public body that announced its intention to quit the platform in 2024, also citing concerns about the platform’s values. This trend reflects a broader debate about the role and responsibility of public bodies in engaging with social media platforms that are increasingly associated with negative content and behaviours. While some argue for maintaining a presence on these platforms to reach a wider audience, others prioritize aligning their online presence with their organizational values and ensuring a safe and productive online environment.
The Vale of Glamorgan Council has assured residents that it will continue to engage with them on other social media platforms, including Facebook, Instagram, and LinkedIn. This multi-platform approach aims to ensure continued communication and accessibility while prioritizing a positive and constructive online presence. The council’s decision highlights the evolving landscape of social media engagement for public bodies and the ongoing challenge of balancing reach with values in the digital age. The debate surrounding the appropriateness of X as a platform for public discourse is likely to continue as more organizations grapple with these complex considerations.