How important is Twitter really?

What should I be concerned about? Many are asking this question right now. This in connection with the purchase of Twitter by tech multi-billionaire Elon Musk, which is making headlines around the world. Musk wants to become the sole director of the social media platform, writes the New York Times. The Economist reports that he plans to cut numerous jobs, and the ARD Tagesschau reports that he wants to unblock blocked users.

But how important is Twitter? Unlike the US, where a large part of the population communicates via Twitter, only 16 percent of the population in Switzerland has a Twitter account, according to communication science professor Julia Metag. However, among them are many politicians: 70 percent of the national councilors and 50 percent of the state councilors are part of the social network.

“It’s about discussing with each other and reaching out to the journalists to whom they want to convey their ideas,” says Metag. This means: They can become opinion leaders and find their way into the traditional media.

Political journalists use Twitter the most

A recent study by Germany’s Leibniz Institute for Media Research also found that political journalists use the online service more often than other social media.

A study by Twitter itself shows that users are influential. Among them are many decision-makers, especially in Germany. EU President Ursula von der Leyen, Apple CEO Tim Cook and Ukrainian President Volodymyr Zelensky are just a few examples.

It is true that the “average” Swiss are usually active on other social media such as Facebook, Instagram or TikTok. “Facebook is still more important in politics for many, and younger people use Instagram and TikTok significantly more,” said Julian Maitra, media sociologist at the University of Friborg. But at the latest through the classical media, they also inform themselves about world events.

Citizens get one vote

Maitra also points to another phenomenon: During the pandemic, a “whole movement of citizen statisticians” could be observed, turning the key figures of the BAG Twitter account into charts and curves for infections, hospitalizations or deaths. “In general, you can use the reply function to directly contradict politicians or celebrities.” If such statements are well received, ordinary citizens can also gain importance in the public debate.

Musk completed its $44 billion acquisition of Twitter on Thursday. Since then, there have been no official statements. The resignation of top managers around boss Parag Agrawal was initially only known through media reports. This is how it could go on: With the purchase, Musk takes the online platform off the exchange and he no longer has to provide information.