Social media and public affairs - can Threads (or even X) steal Twitter's crown?
Running a political monitoring service, I know we've got to keep up with the shifting political environment, and crucially that includes politician's use of social media. Before building out our full services, PoliMonitor actually started off as an MP Twitter monitoring service. This is something we still do to this day while doing so much more now of course, including our live transcription of Parliamentary broadcasts.
So with Mark's recent launch of Threads and Elon's relaunch of Twitter as X, public affairs clients have been asking me what this might mean for PoliMonitor and by extension their work as they try to track of the latest twists and turns in their areas of interest. Here's my two pennies' worth.
X (Twitter) has the most MPs. Our research has shown over 600 MPs have an account on X compared to around 5% of MPs with public accounts on Threads. Threads is purportedly struggling to keep hold of the 100 million accounts created in the initial surge after its launch. MPs like the public will churn if it doesn't live up to the hype and usefulness.
X has vastly more activity by MPs. MP are still posting 2-3 times a day on average on X, totalling anything up to 100,000 posts a month. If an MP mentions an issue in Parliament they will likely mention this issue up to 10x on X. You get a much richer picture looking here than looking at their activity in Parliament. Keir Starmer has 8,894 posts on X compared to a solitary emoji wave three weeks ago on Threads. Ed Davey has 9,782 posts on X and 1 post on Threads.
Threads is a long way for reach by MPs. It's still early days of course, but the contrasts are stark. For example, as of today Ed Davey has 994 followers on Threads. This compares to 98,200 followers on X. Keir Starmer is doing better having carried over 31,800 followers from Insta it seems but this still pales in comparison to his 1,400,000 followers on X.
Threads will struggle to match X for MPs unless it fundamentally changes its approach. This is because X for the time being at least remains more or less an open platform. The majority of people posting on X are posting publicly including MPs. Threads by contrast - an in line with other Meta platforms - is a lot less open and less public, with the first screen on on signup asking if you want to make your profile public or private. MPs on X enjoy 40 million combined followers and ability to engage more easily with the public and constituents.
X's crown could slip at any moment. PoliMonitor research in 2019 showed the then Twitter was the conduit for a river of abuse and insults sent to candidates standing the General Election that year, corroding political dialogue and our Parliament. How long will they take it unless things improve? And as we all know, Elon is making some big changes at X. And with very little notice. Not just the name and the logo, but who can post what, who sees what and the fundamental feel and financials of the company. The old bird could soar to new heights or potentially flap its way into trouble. Elon's other current and very expensive ventures seem to have a habit of blowing up or running out of road.
Neither X nor Threads are ideal for MPs so I imagine both platforms will continue to face challenges as MPs try to set out their stalls in the increasingly fast changing political environment and digital landscape. One things for certain though. PoliMonitor will be right there digging out the latest developments and discussions.
Sam Cunningham is the CEO and Co-Founder of PoliMonitor
