Staying ahead: why X still plays an important role in monitoring public opinion

In April 2024, I blogged about whether it was finally time to leave X. Since then, we’ve seen a continuation of social and political turbulence: a new UK and US government, significant social unrest last Summer, and a continuing cost of living crisis. And the social media landscape in 2025 is no less chaotic – our recent trends report covers the shifting channel dynamics and the issue of widespread misinformation and disinformation, particularly on X. Also, it’s worth noting that the channel’s owner, Elon Musk, has since accepted a controversial role in Trump’s new US government.

As a result of these changes, UK users and public sector organisations alike are voting with their feet, opting out of certain platforms (such as X) and opening accounts on newer channels (enter Bluesky and Threads). Since writing my previous blog, some public sector organisations have taken the decision to delete their account entirely. Others have temporarily left X and subsequently changed their minds. 

So, ten months later, the question remains – is it time to leave X? Only you can decide for your own organisation, however I recommend taking a few minutes to take stock of what X can do for you in 2025. The landscape has changed, and it may not be a case of all or nothing.

At Orlo, we understand that there are a myriad of reasons why some organisations are considering leaving X. We know public sector budgets are tighter than ever. So are your resources. The removal of one channel may feel like a quick win reduction in workload for over-stretched teams. That said, my previous blog covered why X is more likely to put extra pressure on other channels that might be more costly to manage. In my experience, comms teams are most likely to feel pressure to abandon X due to their leaders’ or stakeholders’ personal preferences.

When emotions run high, it’s easy to let our own opinions or political leanings cloud our judgment and influence decision-making. However, it’s particularly important for those working in the public sector to remain neutral and to follow the data. Only when we review the facts objectively can we make informed decisions for our organisations.

So, what are the facts surrounding X?

• In late 2024, X lost almost one third of its UK user base. However, as of September 2024 there are still over 17 million UK-based X users, with almost 80% using the social network daily.

• X is ranked sixth in the list of well-known social networks in the UK, with 84% of social media users in the UK having heard of the channel. In comparison, only 15% and 50% have heard of Bluesky and Threads respectively. 

• Recent Orlo data reveals that X’s engagement rate (2.69%) remains higher than Facebook’s (1.91%) for the public sector. This is despite a reduction in public sector organisations posting on X in 2025. This indicates that even if an organisation’s community has reduced, those who remain are generally still engaged.

• Bluesky has approximately two million UK users. As of January 2025, Threads reports 320 million monthly active users globally – specific UK data is unavailable.

We can therefore see that X continues to be used on a daily basis by a significant number of people in the UK. While communities on other social channels are considerable, X’s user base is still active and well-established in the UK. This means that X continues to enable organisations to:

1. Stay in tune with people’s opinions and respond effectively

The landscape is shifting on a daily basis. By closely monitoring public sentiment regarding particular issues, organisations can keep tabs on what people are saying in real-time. 

To take an example, I’ve just taken a quick look at fresh data from February 2025. I can see that there were an average of 50k mentions on X each month for the keyword “council tax”. A particular spike early in the month is likely linked to council tax increases, especially for the six authorities allowed to increase it by more than the national limit.

You can see in the screenshot below that topics and sentiment indicate confusion, and a perceived reduction in services despite an increase in taxes. If I were working within a local authority’s comms team, I may consider clarifying our organisation’s messaging around council tax, particularly in light of Starmer’s recent announcements.

Insights from X can help organisations to fine-tune their communication strategies, clarifying where there’s confusion, and ensuring that their messages always strike a chord with their communities. Only by listening to what people are talking about can you respond effectively – otherwise you’re pushing out messages without context. Tapping into real-time data from X allows you to gauge sentiment and tackle negativity or a lack of clarity in a proactive way. And when you take responsibility for responding to a community’s concerns, you can nip any issues in the bud before they escalate into major problems that are difficult and expensive to fix. Additionally, you can start to build trust with your communities who can see that you’re listening.

2. Identify and correct misinformation

In 2025, fake news can develop and circulate in a matter of hours. By setting up alerts to spot misinformation at the source, public sector organisations have the opportunity to correct fake news and limit any potential damage. On the other hand, intervening once misinformation is well-established within the community requires a significant effort to manage, and public sector comms teams are already stretched enough. 

3. Prevent crises from developing or escalating

There are countless examples of social media listening playing a crucial role in helping public sector organisations to identify and prevent crises. For example, Northumbria Police won a Golden Ele award for their proactive handling of last year’s UK riots. By monitoring keywords, hashtags, and mentions related to the organisation (and their leaders and stakeholders), comms teams can pinpoint potential issues before they escalate into full-blown crises. And if a crisis does develop, X’s capabilities allow teams to take control of the narrative, limit any potential damage, and monitor the effectiveness of their comms.

You’d be forgiven for questioning why X is the go-to channel for landscape mapping, as opposed to any of the other social platforms or the vast number of research and strategic tools out there. Well, the benefit of X is that conversations are largely public. Using tools such as Orlo, organisations are able to tap into its firehouse and capture every single post, reply and interaction. And crucially, this is done in real-time. Also, due to the concise nature of communication on X, it’s an easier platform for analysing and identifying trends and shifting opinions. And most importantly, X offers a ready-made audience of people expressing opinions, debating and complaining. If you’re not there listening, then you’re missing this crucial insight.

I see a significant trend towards public sector organisations engaging with what’s already happening on X, actively pulling in data rather than simply pushing out content. By listening in to communities’ concerns and responding appropriately, public sector organisations are able to proactively steer the narrative and create campaigns that actually resonate. For organisations looking to change behaviour within their communities and focus on prevention over intervention, this insight is golden.
 

And what if you decide to leave X completely? That choice is yours to make. However, there’s a risk that if you’re not there to correct fake news and set your reputation on the right course, things could well spiral in the wrong direction without you. I’m not necessarily talking about the creation of spoof public sector accounts on X (though unfortunately this is becoming a common concern), but rather the possibility others may fill the vacuums that you leave.

It doesn’t need to be a case of all or nothing. You may choose to shift your approach on X to prioritise listening over posting. After all, it’s the fuel for organisations looking to build strong and meaningful connections with the people they serve.