As a scientist, Hayhoe decided to conduct an experiment by reposting content from previous years and documenting the reactions she received. She noticed a significant increase in trolling comments on the same post, which she found to be quite noticeable and disturbing.
Furthermore, NGOs participating in the eXit campaign, like Urgewald, are not necessarily seeking new social platforms to replace X. Moritz Schröder-Therre, communications director at Urgewald, explained that they felt X was no longer the right channel to reach their target audience effectively. Instead, they have shifted their focus to platforms like Instagram and LinkedIn, where they have found better engagement with their key audiences.
Bioland, another organization, has also transitioned their content to LinkedIn, citing a more civilized and respectful culture of debate compared to X. The use of real names and absence of fake profiles have contributed to a more respectful discussion environment. They have seen their highest reach on Instagram, indicating the effectiveness of this shift in platform focus.
While some have explored alternatives like Threads and Mastodon, Hayhoe observed a decline in reach on Threads, possibly due to algorithm changes. However, a relative newcomer called Bluesky has gained significant traction since its public launch in February 2024. The platform saw a rapid increase in users, particularly during key events like the US elections, attracting several environmental NGOs, activists, scientists, journalists, and politicians.
Hayhoe, who still uses X but actively encourages her followers to join Bluesky, has found success in creating “starter packs” on the platform. These curated lists help new users discover and follow accounts related to specific themes, such as climate science. Her engagement on Bluesky has matched or surpassed her previous interactions on Twitter, showcasing the platform’s potential for meaningful connections.
Despite the growth of Bluesky, some users, like Avery, remain on X due to the limited presence of key accounts on the new platform. The transition to Bluesky is still in its early stages, with some users feeling “betwixt and between” as they navigate the evolving social landscape.
Schröder-Therre believes that the fragmentation of the environmental movement across platforms does not necessarily lead to increased polarization. He highlights the potential for productive and diverse debates on alternative platforms, which can counter the divisiveness and weaken democratic standards perpetuated by X.
In conclusion, the shift towards platforms like Bluesky marks a significant evolution in social media usage, particularly for organizations and individuals seeking a more respectful and engaging online environment. As users continue to explore new platforms and adapt to changing digital landscapes, the potential for meaningful connections and discussions remains a driving force in shaping the future of online interactions.
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