The Evolution of Social Media for Brand Communication

In November 2024, FC St Pauli became the first major football club to stop posting on X (formerly Twitter). In a statement, the leftwing Bundesliga club cited concerns over racism and conspiracy theories on the platform.

It has moved to alternative social media site Bluesky instead.

So is this part of a wider trend? We hear from companies who are finding alternatives to X, or staying on but reducing advertising spend.

Plus we hear from those who say with hundreds of millions users, X still has an important role to play particularly in areas like customer service.

Produced and presented by Daniel Rosney

(Image: Fans of St.Pauli wave a skull and crossbones rainbow flag during the match between FC St. Pauli and 1. FC Magdeburg at Millerntor Stadium in Hamburg, Germany, 14 August 2022. Credit: Getty Images)