Saltworks Presses Pause on Twitter, Recommends Clients Do The Same

Over the past month, we’ve become increasingly concerned about changes at Twitter. Most concerning is the modification to the blue-check-mark system. For many years, the blue-check-mark served as a way to verify the identity of companies/brands on the platform. Since November 9, 2022, when Twitter reduced the requirements to be awarded a blue-check-mark from validating the identity of the account holder via a rigorous verification process to simply paying an $8 fee, thousands of fake company/brand accounts have sprung up, posting increasingly offensive content.

The layoffs of thousands of Twitter employees between November 12 and November 18 appears to have also severely hampered the platform’s ability to address abusive and fake content. The result is that experience on the platform has become increasingly toxic for users. For these reasons, we believe that currently the platform is not a good place for our brand or our clients’ brands.

Effective immediately, Saltworks will suspend posting our content on Twitter and are recommending that our clients suspend posting to Twitter as well.

Saltworks will continue to monitor the situation at Twitter, as well as with other social media platforms, with the continued goal of safeguarding our clients’ brands.