It’s time to do something about X.
Take the pledge to adopt the X-last approach and collectively address its hateful, dangerous direction and help strengthen better, more functional alternatives.
X is broken
X (formerly Twitter) has seen a surge of hate speech and dangerous conspiracy theories, much of it coming from its owner, Elon Musk. It is riddled with misinformation, much of it coming from verified accounts.
Individuals, brands, and organizations are weighing their futures on the platform, but stepping back remains difficult as long as so many trusted voices continue to prioritize X to break news and discuss real-time events – out of habit, because that’s where our communities are, because it’s what others continue to do.
To break that stalemate, we need collective action.
The X-last approach is a simple, low-risk approach anyone and any organization can take to step back from X and help build community on emerging safer and better platforms.
Adoption of the strategy means simply this: A commitment to posting to X-alternatives first, and posting to X, if at all, last.
The approach doesn’t preclude more substantial steps some users are taking, like exiting the platform completely or drawing down their presence to a bare minimum. In fact, it creates room for these steps by signaling a collective resolve to shift our conversations and communities to better, safer platforms. And it is powerful because it robs X of its last remaining selling point: That X is where news breaks, where instant analysis happens.
We can’t count on corporate advertisers to lead the way. We need to create our own momentum away from X because it’s the right thing to do, because better alternatives are possible and – for those of us who rely on social platforms for our organizing and outreach – more functional, less-problematic platforms are necessary.
Let’s do this together. Take the pledge to adopt an X-last approach.
Whether you’re an organization, elected official, or individual, we need you if we’re going to get serious about addressing X’s hateful, dangerous direction and helping to strengthen better, more functional alternatives.
By signing the pledge, you agree to be listed as a pledge adopter.
The X-last Strategy
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Step 1
Establish a presence on alternative text-based platforms like Threads, Bluesky, and Mastodon.
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Step 2
Post to those alternative platforms before posting on X.
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Step 3
Prioritize Engagement — reposts, replies, etc. — on those alternative platforms.
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Step 4
Closely monitor metrics on those alternative platforms to determine where to dedicate greater time and resources.