Social Media 55 Featured in The New York Times
We’re proud to share that Social Media 55 and our CEO, Joseph Rothstein, were featured in a
New York Times article about the uncertainty surrounding Twitter and what individuals and brands can do to protect their
online presence.
Read the original piece here:
The New York Times — “Twitter Exodus” (Brian X. Chen)
What’s happening—and why it matters
The article describes how ongoing turmoil at Twitter has created real concerns for users: operational instability, shifting product decisions, and increased risk around account security and impersonation. While the headlines are dramatic, the bigger takeaway is practical: no platform is guaranteed, and a smart digital strategy can’t depend entirely on any single network.
This moment is a reminder for brands, creators, and professionals to build healthier relationships with social platforms—staying flexible, staying secure, and staying connected to their audience even when the landscape changes.
Joseph Rothstein’s key takeaway: diversify your presence
In the article, Joseph Rothstein emphasizes a principle we’ve shared with clients for years:
hedge your bets by showing up on multiple platforms.
Instead of putting all your effort into one channel, look for efficient ways to create overlap across platforms so your content can work harder for you. For example:
- Short-form video: repurpose TikTok content for Instagram Reels and YouTube Shorts.
- Professional thought leadership: cross-post text-based insights to LinkedIn.
- Visual content: share design, lifestyle, and product imagery on both Instagram and Pinterest.
The goal isn’t to “start over” every time a platform changes. It’s to build enough momentum in a few places that, if one channel becomes less reliable, you can turn up the intensity elsewhere without losing your audience.
3 practical lessons for brands right now
1) Always have an exit strategy
Make sure you know what happens if you ever need to step away from a platform quickly. That includes understanding what data you can download, how you’ll communicate a change to your followers, and how you’ll maintain brand consistency during the transition.
2) Don’t over-invest in one platform
Even if a platform is performing well today, algorithms, policies, and audience behavior can change overnight. A diversified strategy protects your reach, your revenue, and your long-term brand equity.
3) Keep your community close
Social platforms are rented space. Whenever possible, prioritize building direct connections—like email lists, SMS lists, and owned web content—so you can keep communicating even if social channels shift.
Our approach at Social Media 55
At Social Media 55, we help brands create strategies that are resilient and sustainable—built around smart content planning, efficient cross-posting workflows, and an audience-first approach that doesn’t depend on any single platform’s stability.
If you’re revisiting your social media strategy in light of recent changes across platforms, this is a great time to assess what you r ely on most, where your audience is strongest, and how to create a plan that keeps you in control.
For the full context, we encourage you to read the original New York Times article here:
https://www.nytimes.com/2022/11/16/technology/personaltech/twitter-exodus.html
