Travel marketing experts have long advocated the use of Twitter as an important tool to drive business and communicate with clients, whether it’s companies or individual travel agents. But you may have noticed that the social media platform has been engulfed in chaos since Elon Musk took the helm.
The billionaire Tesla CEO has cut the company’s workforce in half, upended the platform’s verification system, and reinstated previously banned accounts – including those of white nationalists – and suspending journalists who’ve been covering him.
In short, Twitter is an increasingly toxic place to be.
While it’s not clear if the drama is causing many users to leave – in fact, having a front-row seat to the chaos may prove entertaining to some – lesser-known sites Mastodon and even Tumblr are emerging as new (or renewed) alternatives.
So, if you’re worried about the effect on your ability to communicate to clients effectively in a safe space, or simply inclined to take a stand against the right-wing mantra of Musk, here are some other options to consider.
(Oh, and if you are leaving Twitter and want to preserve your tweet history, you can download it by going to your profile settings and clicking on “your account” then “download an archive of your data.”)
MASTODON
Sharing a name with an extinct mammal resembling an elephant, Mastodon has emerged as a front-runner among those curious about life beyond the blue bird. It shares some similarities with Twitter, but there are some big differences – and not just that its version of tweets are officially called “toots.”
Mastodon is a decentralized social network. That means it’s not owned by a single company or billionaire. Rather, it’s made up of a network of servers, each run independently but able to connect so people on different servers can communicate. There are no ads as Mastodon is funded by donations, grants, and other means.
Mastodon’s feed is chronological, unlike Facebook, Instagram, TikTok or Twitter, which all use algorithms to get people to spend as much time on a site as possible.
It can be a tad daunting to try to sign up to Mastodon. Because each server is run separately, you will need to first pick one you want to join, then go through the steps to create an account and agree with the server’s rules. There are general and interest- and location-based ones, but in the end it won’t really matter. Once you’re in, the feed is reminiscent of Twitter. You can write (up to 500 characters), post photos or videos, and follow accounts as well as see a general public feed.
“We present a vision of social media that cannot be bought and owned by any billionaire, and strive to create a more resilient global platform without profit incentives,” Mastodon’s website says.
Currently, the site has more than 1 million users, nearly half of whom signed up after Musk took over Twitter on Oct. 27, according to founder Eugen Rochko.
CLUBHOUSE
Remember Clubhouse, back when we were all under lockdown and couldn’t talk in person? It’s the buzzy audio-only app that got somewhat overshadowed by copycat Twitter Spaces, which also lets people talk to each other (think conference call, podcast or “audio chat”) about topics of interest.
Once you join, Clubhouse lets you start or listen into conversations on a host of topics, from tech to pro sports, parenting, Black literature, and so on. There are no posts, photos, or videos – only people’s profile pictures and their voices. Conversations can be intimate, like a phone call, or might include thousands of people listening to a talk by boldface names, like a conference or stage interview.
SUBSTACK and MEDIUM
For longer reads, newsletters, and general information absorption, these sites are perhaps closest to the blog era of the early 2000s. You can read both without signing up or paying, but some writers, creators and podcasters create premium content for paying subscribers.
TUMBLR
Tumblr, which was all but left for dead, appears to be enjoying somewhat of a resurgence. The words/photos/art/video site is known for its devoted fan base and has been home to angry posts from celebrities like Taylor Swift. It angered many users in 2018 when it banned porn and “adult content,” which made up a big part of its highly visual and meme-friendly online presence and led to a large drop in its user base.
Onboarding is simple, and for those who miss the early years of social media, there’s a decidedly retro, comforting feel to the site.
T2 or TBD?
Gabor Cselle, a veteran of Google who worked at Twitter from 2014 to 2016, is determined to create a better Twitter. For now, he’s calling it T2 and says the Web domain name he purchased for it — t2.social — cost $7.16. T2, which may or may not be its final name, is currently accepting signups for its waitlist, but the site is clearly not yet functioning.
“I think Twitter always had a problem in figuring out what to do and how to decide on what to do. And that was always kind of in the back of my mind,” Cselle says. “I decided to just go for it. I didn’t see anyone else really doing it.”
Twitter-style text and TikTok-style videos are one idea. Cselle says for this to work, the text really has to be “amped up” so it’s not drowned out by the videos.
“My bet is that it’s going to be easier and more efficient to build a better Twitter or public square now than fix the legacy problems at Twitter,” Cselle added.
Cselle, of course, is not the only one jumping to the opportunity. Project Mushroom, for instance, plans a “safe place on the internet — a community-led open-source home for creators seeking justice on an overheating planet” and says it has received 25,000 early signups to its yet-to-launch platform.
“My sense is that things are going to further fragment into more ideological platforms, and some will die and then we’ll see some new consolidation emerge over the next couple of years,” says Jennifer Stromer-Galley, a professor at Syracuse University who studies social media.
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