Under Review Rapid Response - Ivory towers and burning bridges: The ethical cost of staying on X

The balance has finally tipped. As of early 2026, UK universities on X are now in the minority. In this Rapid Response episode, I dive into a dataset of nearly 500 academic organizations to track the mass tactical retreat from Elon Musk’s platform. While universities were the most reluctant to leave the party, the data shows the glow has finally faded. With 76 institutions now inactive and engagement cratering, staying on X is starting to look less like holding the fort and more like getting trapped in a digital basement with some very dodgy people. I discuss the ethical and practical nails in the coffin, from Grok’s AI deepfakes to the platform's active de-prioritization of research. 57% of the sector has effectively ghosted the platform, but why are others reluctant to leave? The CILIP Contradiction: why is the UK’s professional body for librarians and information professionals still in the Ministry of Disinformation? The strategic difference between a broken platform and a difficult media outlet. How to execute a professional strategic relocation rather than a frantic midnight flit. Will your institution be the last one talking to itself at the party? It’s time to look at the data.