Is your museum still on X (Twitter)?

I read a post on LinkedIn recently by We The Curious in Bristol about their decision to 'not be active' on X (Twitter). I've also been listening with interest to podcasts such as The News Agents, where journalists make a case for remaining on the platform despite their concerns about its culture. So, what are museums to do?

I believe deeply in the concept of museums as safe spaces for difficult conversations. But what does 'safe' mean in the context of our social media platforms? Is it the absence of criticism or the freedom to express views without fear of abuse?

Removing yourself from a platform that drives audiences, and income is not without risk, especially as so many sites still struggle to return to pre-pandemic visitor numbers. The decline of Twitter’s moderation policies and the rise of misinformation have made it an increasingly challenging space, but it remains a powerful tool for visibility.

The Growing Trend of Museum Departures

Since Elon Musk's takeover of X, an increasing number of museums have chosen to leave the platform due to concerns about declining engagement, content moderation issues, and a growing misalignment with institutional values.

• Museums Galleries Scotland (MGS) announced in late 2024 that they would significantly reduce their activity on X before departing entirely, citing a decline in audience interaction and increasing concerns about the platform's direction.

• We The Curious in Bristol left in October 2024 due to rising misinformation and hate speech, noting a 70% decline in engagement since 2022.

• Clifton Suspension Bridge Museum ceased posting in November 2024, highlighting inappropriate content and a lack of meaningful interactions.

• The Association of Cultural Enterprises exited in January 2024, citing misalignment with their values and growing concerns about toxicity.

For many institutions, this shift isn't just about avoiding a problematic platform but about reallocating resources to more effective communication channels.

Where Are Museums Going Instead?

As museums reevaluate their digital strategies, alternative platforms such as Instagram, Facebook, and LinkedIn have become focal points for audience engagement. Bluesky is also gaining traction, offering a less volatile environment than X.

Museums Galleries Scotland has placed a renewed emphasis on LinkedIn and Instagram, while other institutions are exploring how platforms like TikTok can foster deeper connections with younger audiences. The departure from X signals a broader trend: museums are recognising that their audiences are moving elsewhere, and staying relevant means following them.

Considerations for Museums

While the decision to leave X is significant, it's essential for museums to assess their unique audience demographics, engagement metrics, and organisational values when determining their social media strategies. Open communication with stakeholders and a clear understanding of the implications of such moves are crucial. With digital landscapes shifting rapidly, maintaining an adaptable strategy will ensure that museums continue to thrive online, even as traditional platforms fade in relevance.

Update: February 2025

Since writing this blog, the US elections and continued concerns over X’s moderation policies have only reinforced the exodus of cultural institutions. The trend shows no signs of slowing, and museums that once thrived on Twitter are now finding success on alternative platforms.

As the social media landscape continues to shift, I’ll likely return to this topic. But for now, things are changing so rapidly that any blog post on the matter risks becoming outdated within weeks.

You can read We The Curious' statement on their decision to leave X here: We The Curious - Farewell X

Paul Baker