X for business

Advantages and disadvantages of X for business


X has over 450 million users with many businesses using it to reach and connect with their customers. 

Consider if an X account will benefit your business. Are your competitors using it? How do other people in your industry use it? What success are your peers having on X?

Benefits of X for business

There are a number of advantages that using X can bring to a business.

Reach a wide audience

X has a large user base, which could include your potential customers. Using hashtags and other targeting can help you reach an audience interested in a particular topic or in a particular location.

Deliver customer service

The platform allows direct two-way communication with your customers. Because it's a public interaction, if you do it well it will show your business in a positive light    

Brand identity

Being on X can help communicate your brand ethos and personality. This should help your business appeal to your target audience and build a loyal follower base.


X can be a useful resource for gathering feedback about your products and services from customers.


It is free of charge to set up an X account. While paid ads are available, many businesses see benefits from organic posts and interactions.

Crisis management 

X allows you to be reactive and communicate with your customers during a crisis.

Challenges of X for business

It's important to be aware of the downsides of having an X account.


Maintaining a presence on X requires a time commitment. It's also important that the staff looking after the account have the right skills and training.   

Negative criticism

Customers could complain publicly about products or services. Negative comments can reflect badly on your business. However dealing with complaints well can have a positive impact on your reputation.  

Time sensitive

Unless you post at the right time, when your followers are online, your posts could easily be missed.


Be wary of spam accounts on X. In particular, do not click on suspicious links from users you don't know.