Advice During Social Media Evolution

Nell Callahan is the founder of Frontwood Strategies, a leading national strategic communications firm, and an award-winning strategist.

In July 2023, Meta unveiled its latest venture into the world of social media with the introduction of Threads, a platform designed to fill the void left by the declining popularity of Twitter/X.

But many say that Threads, which closely mirrors the functionality of its predecessors, has yet to carve out a distinct identity in the bustling landscape of social media platforms. While Meta’s other channels, including Facebook, Instagram and WhatsApp, have become household names, Threads in many respects has struggled to distinguish itself.

With limited user engagement, a lack of advertising options, and the continued presence of Twitter/X, many of my clients have asked my communications firm whether Threads truly can become the Twitter/X it hopes to succeed. And, if it can’t, what lessons can communications teams learn in navigating the ever-changing digital landscape?

The Evolution Of Online Discourse

Twitter/X once served as the virtual water cooler for political pundits, leaders, newsmakers and activists, offering a platform for real-time discussions and insights into the thoughts of influential figures during election cycles. I see a chance, though, for some other platform to emerge as the next-generation online gathering place, particularly if they tap into the increased chatter during election cycles. The pivotal question is whether political players will transition to a new platform as they have during other critical political moments.

The 2008 Obama campaign brought about a groundbreaking shift in politics by utilizing the potential of Facebook and other social media platforms, sparking a revolution in political organization. As November 2008 rolled around, it became evident that Obama had garnered a staggering 2.5 million supporters, four times as many supporters as his Republican rival John McCain.

More importantly, they harnessed these tools to bolster their grassroots campaign strategy, tapping into the electorate’s pulse. The result was not merely a victory for the Democratic Party and Obama but the establishment of a legacy celebrated as one of the most adept internet marketing campaigns in history. This campaign, where social media and technology empower individuals to engage and participate in a transformative movement actively, remains a testament to the power of digital media in shaping the landscape.

Challenges And Hurdles

If political organizers, pundits and cultural luminaries see Threads to be a viable way to mobilize voters, break their own news and connect with target audiences (much like we saw in Facebook’s takeoff in 2008), we may see it blossom in growth.

However, the road to establishing Threads or any other venture as a significant social media platform is fraught with challenges. Many individuals stick to familiar platforms. To succeed, any new social media platform must offer unique features and incentives that draw users away from their established online spaces. New platforms looking to replace Twitter/X must also provide a seamless transition for politicians and reporters, making it an attractive and effective medium for sharing information, insights and opinions.

If Threads and Twitter/X cannot get the public buy-in they both need, business leaders should prepare for other ways to get their message across to target audiences. Private businesses to nonprofits need to meet their audience where they are, and that could be over email, in-person advertising or through other social platforms like Facebook and Instagram.

I believe that the upcoming election cycle will be pivotal for seeing how social media will evolve. The platform that can become the virtual epicenter for political conversations is the one that will likely solidify its status as “a thing” in social media. The potential for any platform to reshape online discourse is substantial, but only time will reveal which one will rise to the occasion.

Regardless of Threads’ fate, the digital world will always thirst for information and spaces where people can unite. If Threads does not fill this void, something else inevitably will. The ever-evolving landscape of online communication ensures that the quest for the next platform will persist, and the digital realm will continue to adapt to meet the needs of its users—businesses just need to meet users where they are.

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