Lyrical Communications, the company behind InstallerSHOW, has become the latest KBB brand to close its accounts on X/Twitter, saying it will use “other, healthier platforms” instead.
This follows similar action taken by the Bathroom Manufacturers’ Association (BMA) earlier in the week, who said that they had made the decision to close their accounts on the platform following recent controversial statements made by the tech company’s owner, Elon Musk.
In a statement, Lyrical explained: “We have taken the decision to delete all Lyrical Communications accounts from X with immediate effect.
“Twitter played a key role in the growth of the Installer, elemental and InstallerSHOW communities, but the glory days are long gone, and we feel our audience is better served on other, healthier platforms where we can have more enaging and meaningful conversations.
“Our thanks to everyone who made Twitter a great place in its heyday. We look forward to continuing to connect with you all through our other social media accounts.”
Reposting the statement on LinkedIn, Lucy Dixon, head of content for the elemental UK brand added: “I genuinely used to adore Twitter, but it’s time to say goodbye”.
Stuart Duff, head of communications at Lyrical Communications, commented that the decline of the platform has been “marked of late”, and said that he had also deleted his personal accounts on Twitter/X. He said: “There was a time when this was unthinkable, when Twitter was the perfect place to stay in touch with thousands of installers on a daily basis.
“There’s no need to rake over the reasons behind this decision, they’re in plain sight. It was a blast while it lasted, and I’ll always be truly grateful for how Twitter changed the face of trade media.”
In the wake of the violence and riots that have engulfed the UK in recent weeks, many have accused social media of making the situation worse, especially for its role in helping to spread misinformation.
X/Twitter owner Elon Musk has been widely criticised for personally sharing disinformation about the situation in the UK. He posted (and then deleted) a fake Telegraph article that claimed convicted rioters would be sent to detention camps in the Falkland Islands. He also said that “civil war is inevitable” in the UK and Northern Ireland, and that Kier Starmer and the government’s response to protesters has been “one-sided”.