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X (Twitter) from first principles

What X is as a marketing channel now: how reach works, what the API costs, and how to decide whether it still deserves your time.

6 modules · about 40 minutes end to end · free, no signup

Before you start

Written for someone deciding whether to keep investing in X, or how to use what is left of it. Assumes you remember what Twitter used to be.

Foundations

How the system actually works, before any tactics.

  1. 01What X is nowWhat actually changed, and which of it matters to marketing?
  2. 02How reach works on XWhy do replies outperform posts, and why does a link cost you distribution?

Core mechanics

The levers you will actually pull, and what each one moves.

  1. 03Using X as a distribution channelWhat is it still genuinely good at?
  2. 04The API and toolingWhy did your integrations break, and what does access cost now?

Working like a practitioner

Diagnosis: what to do when the numbers move and nobody knows why.

  1. 05Deciding whether to stayHow do you make this call on evidence rather than sentiment?

The frontier

What is changing now — the part the daily feed keeps updating.

  1. 06The fragmented social webIf the audience left, where did it go — and does that change anything?