5 things your organization needs to consider amid the ongoing Elon Musk Twitter drama

The warning was blunt: “Once the deal closes, we don’t know what direction this company will go in.” That’s what Twitter CEO Parag Agrawal told his employees recently, referring to the pending takeover of Twitter by billionaire flamethrower Elon Musk.

That’s probably not great comfort to organizations that are wondering how the buyout of Twitter will affect their digital communications strategy. But while an enormous amount of details remain unknown — including whether Musk will even complete the deal, as he hinted Friday — there are things that a smart organization can do now to steel its communications plans for whatever happens.

Here are some possibilities that you should consider:

1. If you are overly dependent on any single platform, you’re not building a winning strategy.

As many observers have already noted, several progressive-leaning Twitter users lost followers who deactivated their accounts after Musk’s announcement, while several conservative-leaning users gained them through newly created accounts. Brands can’t control users and what platforms they choose to engage with, whether their choices are grounded in real or imagined concerns.