Jack Richards, global head of integrated and field marketing at Onclusive, breaks down the possible gains and risks for corporate communications brought by the fragmentation of online spaces.

When Threads launched in July 2023, it was seen as a solid alternative to X (formerly Twitter). Framed as a platform for civil discourse and brand-safe engagement, Threads quickly gained traction, attracting millions of users looking for an alternative to the politicised climate that had taken hold elsewhere. But two years on, it’s clear Threads wasn’t the “Twitter killer” many anticipated. Instead, its emergence marked a turning point in how brand reputation is built, managed and protected in the digital age. 

Social media has splintered. While X and Meta still reign, the dominance of one or two major platforms has given way to a scattered ecosystem of niche networks, evolving norms and increasingly polarised audiences. Alongside Threads, platforms like Bluesky and Mastodon have carved out unique digital cultures. What was once a relatively unified public square is now a series of fragmented, sometimes contradictory, online spaces. And for brands, this presents both risk and opportunity; most importantly, it demands a rethink of reputation management strategies. 

The decline of platform trust  

One of the most pressing challenges is the rapid erosion of trust in social platforms themselves. In the UK, just 14% of consumers believe social media companies are doing enough to moderate harmful content, according to the Reuters Institute. Public scepticism is growing, not just towards what brands say online, but the platforms delivering the message. This puts brands in a difficult position. They’re expected to stay active on social media, yet the platforms themselves may not be seen as trustworthy or safe.   

Meta’s decision to end third-party fact-checking in the United States from March 2025 has further complicated this, prompting conversation from some around accountability. If this decision were applied to the EU, it would violate the Digital Services Act, which imposes obligations on online platforms to counter disinformation, yet the precedent set in the US market creates uncertainty about future approaches to content verification. 

Without robust mechanisms to combat disinformation, like comprehensive social listening, brands face greater risk when engaging online. With platforms pulling back on content verification, it's up to businesses to ensure accuracy, as false narratives about products or practices can spread more easily in the absence of fact-checking. 

Fragmentation demands nuance 

Each platform now operates within its own cultural ecosystem. Threads skews towards curated, community-driven engagement; X remains a hub for breaking news and polarised debate; TikTok rewards authenticity and algorithmic discovery; Bluesky and others cater to highly specific subcultures. 

The move to platforms such as Threads, Bluesky and Mastodon has been especially common among brands that rely heavily on public trust. Companies have cited concerns about their content appearing alongside controversial or harmful material, leading to strategic pivots towards platforms perceived as offering greater brand safety. However, this migration isn't simply about abandoning certain channels, it's about recognising that each platform serves different strategic purposes and audiences. 

Audiences don’t behave the same across platforms and neither should brands. What resonates on one channel may fall flat, or backfire, on another. A witty, real-time response that shines on X might feel off on LinkedIn's professional environment, whilst polished corporate content that works on LinkedIn could appear inauthentic on TikTok. Effective reputation management demands platform-specific content and engagement strategies. 

Listening as a strategic imperative 

These developments underscore the critical importance of sophisticated social listening strategies. Effective monitoring now rests on four key pillars that work together to provide comprehensive reputation oversight. From Axa to the United States Postal Service, social listening is bridging the gap between brands and consumers. 

Credible source monitoring forms the foundation. Not all voices carry equal influence. Identifying commentary from high credibility sources like journalists, customers or critics - allows brands to separate signals from noise and focus on conversations that truly matter.  

Intelligent content classification helps decode the layered and often ambiguous nature of social media. Sarcasm, memes and coded language can be difficult to interpret without context and demands systems that distinguish real sentiment from online chatter. 

Real time impact tracking ensures brands can respond when it matters most. Monitoring the evolution of conversations enables early issue detection and opportunities. By understanding how sentiment and engagement shift over time, teams can determine whether to step in, jump on a growing trend or stay silent 

Horizon scanning adds a forward-looking dimension. Tracking competitors reveals early signs of campaigns or positioning shifts and emerging audience perspectives to support both proactive and reactive planning, while also revealing evolving audience expectations and market trends. 

Strategic response execution completes the framework. When a response is required, responses must be timely, genuine and platform-appropriate. Responses should reflect brand values and the tone of the conversation. Benchmarking and audience analysis can refine future strategies and boost effectiveness. 

A more demanding role for communicators 

These developments raise the bar for corporate communications teams. Managing brand reputation is no longer about consistent content alone, but about navigating the complex interplay of message, medium and audience - often in real time and under scrutiny. 

As we reflect on two years of Threads and the broader shifts in digital engagement, one thing is clear: brand reputation won’t hinge on a single platform, but on staying credible, consistent and responsive across a fragmented, fast-moving landscape. 

Brands that listen well, adapt smartly and act with purpose will earn trust not just through what they say, but by how they behave across every corner of the internet.