A significant number of German businesses are no longer active on Platform X.
In a recent survey commissioned by Bitkom, an industry organisation that conducts studies among German companies, it has been revealed that a significant number of German companies are reducing their presence on Elon Musk's platform X. The skepticism towards Musk and concerns about the platform's overall environment and regulatory uncertainties are the primary factors driving this trend.
Out of the 602 German companies with 20 or more employees that were surveyed, 43% are posting less or no content on X, compared to 32% in October 2023. Only 32% of the companies are publishing as much as before, while 3% are posting more or have started after Musk's takeover. Interestingly, none of the companies surveyed started publishing on X after Musk's takeover, and none of the companies with an official account on X are currently posting more on the platform.
The skepticism towards Musk also affects the companies' willingness to invest in X. As a result, 51% of the surveyed companies are now spending less or no money on paid ads, compared to 26% two years ago. Moreover, only 7% are advertising at the same rate as before Musk's takeover, while 37% are not advertising at all.
Bitkom attributes the decrease in X's usage mainly to concerns about Elon Musk. In fact, nearly two-thirds (63%) of the surveyed companies consider Musk dangerous, and 74% believe that people with as much influence on social media as Musk should not hold political offices.
The CEO of Bitkom, Bernhard Rohleder, stated that many companies are keeping their distance when someone has massive economic, political, and media power. He further explained that companies prefer to focus on stable and promising digital infrastructure and technologies, rather than engaging in controversial platforms like X.
It is worth noting that the specific Bitkom survey results directly addressing posting frequency on X were not explicitly detailed in the search results. However, studies highlight a general cautious approach among German companies towards adopting new digital and decentralized technologies, influenced by factors like legal uncertainties, risks, and volatility.
For instance, a Bitkom survey revealed that only a small fraction of German companies currently adopt cryptocurrencies, with widespread skepticism due to legal uncertainty and fraud risks. This cautious stance on disruptive digital innovations may correlate with reticence in engaging actively on newer or more controversial platforms like X.
On the other hand, the telecommunications and digital sectors in Germany are experiencing growth and higher investments, focusing on infrastructure and AI, rather than controversial social media platforms. This strategic focus on stable and promising technology investments rather than fluctuating social media presence is another factor contributing to the reduced corporate activity on X.
In summary, while the specific reasons for less posting on Elon Musk's X platform from the Bitkom survey results are not directly quoted, the broader context from Bitkom’s research points to legal uncertainty, risk aversion, and a preference for stable digital infrastructure and technologies as likely underlying causes for reduced German corporate activity on X. Furthermore, the skepticism towards Musk and concerns about his influence on the platform continue to impact the decisions of German companies regarding their presence on X.
The CEO of Bitkom, Bernhard Rohleder, affirmed that many companies are hesitant to engage with controversial platforms like X due to a preference for stable and promising digital infrastructure and technologies, such as artificial intelligence and the telecommunications sector. Additionally, the skepticism towards Elon Musk, the platform's owner, and concerns about his political influence on social media have led 63% of the surveyed companies to consider Musk dangerous, potentially affecting their employment and community policies regarding X.
