X (Twitter) Presence Plan

Decides whether X fits the client and, if so, plans its profile, threads, polls, community and media relations. X in East Africa serves journalists, opinion leaders, academics, NGO and development workers, public servants, politicians and urban professionals: disproportionately valuable for B2B and professional services, lower priority than Facebook, WhatsApp and TikTok for FMCG, retail and mass-market goods.

Use When

• The client wants to know whether X is worth the effort for its audience before committing time.
• A leader, NGO, B2B firm or professional practice wants to reach journalists, opinion leaders and public servants on X.
• The team needs thread outlines, tweets, single-post and poll ideas, and a posting rhythm for X (Twitter).
• The client wants to join live conversations and trending debates on X without damaging its reputation.

Do Not Use When

• playbook-pr-publicity for press releases, media pitching and earned coverage.
• playbook-crisis-communications when a live issue or backlash needs a response.
• strategy-channel-architecture for deciding which platforms to use overall.
• Stop before posting on political or contested topics without the client's approved position and sign-off.

Required Inputs