In a recent development, X is working on providing managers
of Verified Organizations with a suite of advanced tools to help them track and
enhance their performance within the app. This move comes on the heels of the
platform's launch of more advanced analytics for Premium subscribers earlier
this month.
App researcher Nima Owji shared a screenshot of the upcoming
dashboard, which promises to revolutionize the way Verified Organizations
manage their presence on X. The all-encompassing dashboard will enable users to
manage their X ads, job listings, affiliate accounts, and analytics from a
single, centralized location. This streamlined approach is set to make life
easier for businesses operating on the platform.
One of the standout features of the new dashboard is the
built-in advanced search functionality. This powerful tool will allow users to
construct and save queries, making it simpler to monitor relevant mentions and
conversations around their brand or industry. By having this information at
their fingertips, businesses can stay on top of the latest trends and engage
with their audience more effectively.
While the dashboard appears to be a game-changer for
businesses on X, access to this feature may come at a cost. It is likely that
the all-in-one business dashboard will only be available to those who have
subscribed to the top tier of X's Verified Organizations package, which carries
a price tag of $1,000 per month.
There is a possibility that the dashboard may also be made
available to lower access tiers, such as the "basic" package, which
costs $200 per month. However, these lower-tier subscribers may not have access
to the full range of features, such as affiliate account management. The small
business logos attached to staff accounts, known as affiliates, are currently
only available in the top-tier package.
The question of whether investing in X's Verified
Organizations package is worthwhile depends on various factors, including the
nature of the business, its target audience, and the platforms where it
generates the most opportunities. For some brands, paying $1,000 per month for
access to the comprehensive dashboard and its features may be a no-brainer,
while others may find it challenging to justify the investment.
As X continues to evolve under the leadership of Elon Musk,
some brands have expressed concerns about the content being allowed and
promoted on the platform. Musk's personal and political stances, coupled with
X's "free speech" approach, have led to a perceived higher level of
risk in brand association. Reports of X displaying ads alongside offensive and
harmful content have further fueled these concerns, despite the platform's
efforts to refute such claims.
Given its more limited resources, X may face challenges in
improving its ad serving system to avoid negative associations for brands.
Moreover, Musk has shown little interest in undertaking such improvements, as
he believes in allowing users to post content freely and letting the community
refute it if necessary. While this approach aligns with his vision of free
speech, it also means that X is permitting more harmful content to be put up
for debate, rather than setting stricter rules around it.
As X grapples with declining ad revenue, the platform finds
itself in a precarious position. Reports suggest that ad revenue has dropped by
approximately 70% since Musk's takeover, with more brands reconsidering their
investment in the platform. To entice businesses to sign up for Verified
Organizations, X will need to offer compelling incentives and improvements,
such as the new dashboard.
While X continues to develop and offer new features for
businesses, it's crucial to stay ahead of the curve and make the most of these
opportunities for growth. If you're looking to elevate your presence on X, The
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