On March 21, 2006, the first-ever tweet was posted by Twitter founder Jack Dorsey: "Just setting up my twttr," marking a simple introduction to the new platform.
Distinguished by its unique feature allowing interaction without approval, Twitter gained popularity among celebrities and businesses seeking closer connections with their audiences.
According to Alex Wilson, a senior strategist at the marketing agency Pitch, If you were a brand that wanted to be part of any cultural moments that were happening, Twitter was a great place to be, as companies rushed to leverage the platform.
In June 2010, Elon Musk's inaugural tweet marked his entrance onto Twitter, clarifying a previous impersonation and subsequently wielding influence over significant corporate decisions, including significant job cuts.
Since Musk's involvement, a trend dubbed "the great X-odus" has seen companies departing due to concerns over content and controversies surrounding the platform owner, impacting public opinion.
Notably, some firms have withdrawn advertising and left Twitter based on changing user interactions and Musk's controversial posts on various subjects, such as British politics.
Regarding the platform's relevance, Mr. Wilson indicates a decline in broad appeal, citing specific niches like political or sports audiences where Twitter continues to hold value.
An example of an organization leaving the platform is the German football team FC St Pauli, which voiced concerns over hate speech and extremism, emphasizing its commitment to diversity and anti-racism.
Despite challenges like hate speech and antisemitism, some argue for the importance of diverse voices and freedom of speech on social media platforms.
While the consequences of leaving a platform like Twitter can impact both organizations and users, the decision to exit should consider the broader societal impact and alternatives for engaging with audiences effectively.
Notably, Andrew Cassidy, senior director of digital strategy at the Massachusetts Bay Transportation Authority (MBTA), highlights the ongoing value of Twitter for providing timely customer service but acknowledges the evolving social media landscape's complexity.
In contrast, Patrick Gensing from FC St Pauli underscores the critical evaluation needed for all social media platforms, emphasizing the influence wielded by their parent companies.