St. John's is saying goodbye to X, and nearby municipalities are considering the same

Newfoundland and Labrador's capital city is closing its X account — and just not because of the platform's controversial owner.

The move comes from a city staff recommendation to stop using the platform, formerly known as Twitter, because of a significant decline in engagement and challenges with misinformation, negative discourse and content moderation.

"We felt it was not the right platform for us to be using," St. John's Mayor Danny Breen said in an interview with CBC Radio's The St. John's Morning Show on Tuesday.

Council unanimously approved the recommendation to stop using the platform at Tuesday's committee of the whole meeting. The recommendation will get the final stamp of approval next week.

According to a staff report, Facebook is the city's most successful social media communications tool, while referral traffic from X dropped "significantly" in 2024. Staff are also looking at Bluesky, a newer platform similar to X, as a potential future communications tool.

The decision comes a few weeks after council voted in favour of Deputy Mayor Sheilagh O'Leary's motion directing staff to look at options to respond to U.S. tariffs, including shutting down the city's X account.

At the time, O'Leary pointed to Elon Musk's ties to the Trump administration, and his support for Germany's far-right Alternative for Germany party. Musk bought X in 2022.

"For me, [it] was looking at the information that we have, looking at the type of discourse that's happening on that site," said Breen. "It's not something that we feel we need to be on right now. I don't pay much attention to Elon Musk."

Paradise, Mount Pearl reviewing social media platforms

The city's decision comes after similar moves made by other public bodies, like Newfoundland and Labrador Public Libraries.

Other cities across the country have, or are considering, closing their X accounts. 

At least two St. John's-area municipalities are also reconsidering their social media platforms.

In an email, Paradise spokesperson Diane Keough said town council is considering suspending day-to-day use of X, but could keep the town's account for emergencies.

"Staff have noticed a steady decline in the engagement on X. In addition, the tone and content of the platform have become more negative and polarizing," said Keough.

Mount Pearl spokesperson Kerri Hodder said staff there are also reviewing the city's social media channels, and will make a recommendation to council in the coming weeks.

Meanwhile, Portugal Cove-St. Philip's spokesperson Laura Barnes said the town is keeping its X account, but has started using Bluesky as well.

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