For most brands, the answer is yes, or at minimum, stop posting and keep the handle. The reasoning here is practical rather than political. Organic engagement for brand accounts on Twitter/X has declined significantly, link posts get poor distribution in the current algorithm, and referral traffic back to company websites has dropped as a result. Brand safety and reputational risk are also harder for a cautious leadership team to assess than they used to be.
There are real exceptions, though. Keep the account active if your audience is genuinely still there, which remains true in crypto, parts of AI research, developer communities, and political or policy-adjacent industries, or if you use the account for customer support triage. Before deciding, look at your account’s actual organic engagement, likes, replies, shares, and referral traffic, rather than assuming platform-wide trends apply to your specific account.
In brand audits, we see a lot of dormant Twitter/X accounts that haven’t posted in a year or more. That inactivity reads as neglect regardless of what engagement looked like before it went quiet, and unanswered comments or DMs on a dead account create a worse impression than having no account at all. We recommend closing these rather than leaving them up as-is.
If you keep the handle but stop actively posting, don’t delete the account outright, since someone else can claim it and impersonate your brand. Update the bio to point people to where you’re active, pin one post explaining the move, remove any support promises you won’t honor, and stop posting from there.
