Decline of X is an opportunity to do social media differently – but combining ‘safe’ and ‘profitable’ will still be a challenge

It’s now almost two years since Elon Musk concluded his takeover of Twitter (now called X) on 27 October 2022. Since then, the platform has become an increasingly polarised and divisive space. Musk promised to deal with some of the issues which had already frustrated users, particularly bots, abuse and misinformation. In 2023, he said there was less misinformation on the platform because of his efforts to tackle the bots. But others disagree, claiming that misinformation is still rife there. A potential reaction to this may be apparent in recent data highlighted by the Financial Times, which showed the number…

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