Insights

Twitter for years had been the social media platform of choice for companies to engage with their stakeholders. Since Elon Musk took Twitter private in 2022 and renamed it X, the social media platform – which once was THE place to be – has lost advertisers and revenues. 

Social media is driving the news about the Princess of Wales, her health and recent disappearance from public view, much more than traditional media and newspapers. There did not seem to be a plan for managing social media, so the speculation and bubbling conspiracy theories were ignored.