PAPERmaking! g! FROM THE PUBLISHERS OF PAPER TECHNOLOGY ® Volume 12, Number 1, 2026
Thinking about leaving X? You might decide that it's time to leave X. Perhaps due to poor engagement, re-shifting your resource and attention to alternative platforms, or simply to protect your brand. If this is the case, there are several steps to consider before simply stopping your posts or deleting your account. The BBC reported that in January 2025, Center Parcs deleted its X account, which made the handle available for anyone to claim. Despite this, the company continued to link to the now-defunct account on its website. As a result, a new user who claimed the handle began receiving messages from customers, mistakenly believing they were contacting the official Center Parcs account. This situation highlights a serious security risk. A malicious actor could easily impersonate the company, responding to customers and potentially asking for sensitive information such as payment details. This underscores the importance of keeping your website and contact information up to date, especially if you choose to stop using platforms like X. Some companies have handled this more responsibly. For example, The Guardian has stopped posting on X but kept its account live as a signposting account, clearly stating in its bio and a pinned post that it no longer publishes content there. Similarly, BMW UK has decided to stop posting on X but has informed users that the account is still in use for customer support. This approach helps prevent confusion and protects users from impersonation. A checklist: What to do if your company stops using X x Pin a final tweet informing followers you're leaving and where to find you instead x Remove X links/icons from your website, email signatures, and marketing materials x Redirect followers to your other active platforms or website x Download and archive your X data (tweets, DMs, analytics) x Unlink or anonymize business emails and sensitive info from the account x Deactivate or delete the account if deemed necessary (deletion is permanent after 30 days) x Notify internal teams (marketing, support, sales) of the change x Update internal documents and social media policies x Update customer support channels and make alternatives visible Alison Battisby, 13 Aug. 2025 https://digitalmarketinginstitute.com/blog/how-to-use-twitter-for-business
Article 10 – X for Business
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