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In a significant move reflecting the changing landscape of social media usage among major institutions, Amsterdam’s Schiphol Airport announced Tuesday it has ceased all activities on X, formerly known as Twitter, citing diminishing returns and growing concerns about the platform’s content.
“As of today, we are no longer active on X. We will not reply to mentions, comments, or DMs on this platform anymore,” Schiphol declared in what will stand as its final post on the platform.
Airport officials elaborated on their decision, pointing to multiple factors that influenced the move. “The organic reach is too limited, the platform’s relevance is declining, and the overall tone on X is increasingly negative,” a spokesperson for the international travel hub explained.
The decision by Schiphol, one of Europe’s busiest airports serving as a crucial gateway to continental Europe, comes amid a broader trend of institutions reassessing their social media strategies. The airport will continue monitoring X for relevant developments affecting their operations but has committed to no longer engaging with users there.
This shift represents a notable change in how major transportation hubs communicate with travelers. For years, airports and airlines have relied heavily on Twitter/X for real-time updates, customer service, and crisis communications during disruptions. Schiphol’s departure signals potential concerns about whether the platform still effectively serves these functions.
The Dutch transportation sector appears to be leading this exodus. Since June, Nederlandse Spoorwegen (NS), the Netherlands’ national railway company, has already discontinued posting travel information on X. This coordinated retreat from the platform by major transportation entities could significantly alter how Dutch travelers receive critical updates about their journeys.
The trend extends beyond transportation into media as well. Prominent Dutch news organizations including de Volkskrant, one of the country’s leading newspapers, and NOS, the Netherlands’ public broadcaster, have similarly abandoned posting news updates on the platform.
Industry analysts note this withdrawal comes during a turbulent period for X under Elon Musk’s ownership, which has seen significant content policy changes, verification system overhauls, and staff reductions. The platform has faced criticism for allowing more controversial content to flourish while struggling with advertiser confidence.
For international travelers, Schiphol’s decision may represent a shift in where they need to look for reliable information. The airport handles over 70 million passengers annually in normal operations, serving as KLM Royal Dutch Airlines’ hub and connecting travelers to destinations worldwide.
Organizations abandoning X face the challenge of redirecting their digital communication strategies to alternative platforms. Many are strengthening their presence on Instagram, Facebook, LinkedIn, and direct communication channels like email newsletters and proprietary apps to maintain connections with their audiences.
The broader implications for X could be substantial if this trend accelerates among other transportation hubs and public infrastructure entities globally. Airports and transit systems have traditionally been among the most active and essential service providers on the platform.
Schiphol has not specified which alternative platforms will become their primary social media channels moving forward, but travelers seeking information can still access updates through the airport’s website, mobile app, and presumably its remaining social media accounts on other platforms.
This development highlights the evolving relationship between major institutions and social media platforms, where concerns about content quality, audience reach, and brand association are increasingly influencing strategic communication decisions.
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10 Comments
This move by Schiphol Airport highlights the challenges that major institutions face in managing their social media presence. Balancing the need for effective communication with concerns over misinformation and platform relevance is an ongoing struggle.
Schiphol’s abandonment of X is a sign of the times. As prominent organizations navigate the evolving social media landscape, prioritizing quality over quantity of engagement seems like a prudent approach. I wonder what other airports or travel hubs might do the same.
It’s interesting to see a major transportation hub like Schiphol Airport reevaluate its social media strategy. The decision to prioritize reliable information channels over the declining relevance of X seems prudent.
The declining relevance and negative tone on X seem to be the key factors behind Schiphol’s decision. It makes sense for an airport to focus its limited resources on more effective communication channels that align with its goals.
This is an interesting move by Schiphol Airport. Misinformation concerns on social media platforms are becoming more prevalent, so it’s understandable they want to prioritize reliable information channels. Curious to see if other major institutions follow suit.
Schiphol’s decision to cease all activities on X is a significant step, reflecting the changing dynamics of social media usage among prominent organizations. The concerns over misinformation and declining platform relevance are understandable.
Schiphol’s move away from X is a pragmatic response to the challenges of managing social media as a large organization. Prioritizing reliable information and effective communication channels is a sensible approach.
Schiphol’s move away from X is a reflection of the evolving social media landscape. As institutions grapple with misinformation concerns and platform relevance, it’s understandable they would seek more effective communication channels.
The decision by Schiphol Airport to abandon X is a significant one, given the platform’s role in transportation and travel-related communication. It will be interesting to see if other major airports or transportation hubs follow suit.
The decision by Schiphol Airport to abandon X is a noteworthy development, especially given the platform’s previous prominence in the transportation and travel sectors. It will be insightful to observe how other major institutions navigate similar challenges.