Is X (formerly Twitter) worth it for a small business?
For most local businesses, X is a place to claim your name rather than a main channel, unless your customers, local media or industry are active there. If you use it, switch to a free Professional Account from your profile settings or the X for Professionals tab. US businesses can add a Location Spotlight with address, hours and contact buttons.
The short version
- X is the network formerly called Twitter. Google’s Business Profile help now calls it “X (formerly Twitter).”
- Many local businesses only need to claim their name there and point to where they’re active.
- If you do use it, switch to a free Professional Account and choose Business.
- You need a profile name, a bio and a profile picture before you can switch.
- In the US, a Location Spotlight can show your address, hours and contact buttons.
Should my business be on X?
X moves fast. Posts are short and timely, and conversations happen in replies. It can suit:
- Businesses whose customers, partners or trade press are active there.
- Anything where timing matters, like a restaurant’s daily specials, a venue’s events, or road and weather updates for a service business.
- Owners who already use it and enjoy it.
For many local service businesses, Facebook, Nextdoor or Instagram reach more nearby customers. If that’s you, hold your name on X and keep it tidy. Our platform guide helps you decide.
How do I switch to a Professional Account?
X’s Professional Accounts page says converting is free, and you can only convert an existing X account. Before you start, make sure your profile has an account name, a bio and a profile picture; X requires all three.
- Open your profile settings, or swipe open the sidebar on your Home timeline in the app.
- In the sidebar, select the X for Professionals tab. In profile settings, select Switch to Professional.
- Select Get Started.
- Choose a category for your business and select Next. Search if you don’t see the right one.
- Choose Business and select Next.
- On the last screen, choose Customize your profile to set up your professional profile, or Skip for now.
Expected result: your profile can show your professional category, and you can see Professional Home, X’s dashboard with account analytics.
What a Professional Account adds
X lists these tools:
- Professional Home: analytics and resources in one place.
- Professional Category: a label on your profile saying what kind of business you are.
- Profile Spotlights: a space on your profile for key details. The Location Spotlight, which X marks as US only, shows your location on a small map, optional hours, and contact buttons for calls, texts, direct messages or email.
- Ads and Quick Promote: paid ways to show posts to more people.
X says you can switch back to a personal account at any time: Edit Profile, Edit Professional Profile, then Switch Account Type.
Who can’t get a Professional Account?
X’s page says you can’t if your account has a history of repeatedly breaking X’s User Agreement, if your profile isn’t complete, or if your identity isn’t clear. Parody and fan accounts aren’t eligible.
If I’m only holding my name, what should the profile say?
Keep it complete and current, even if you never post:
- Your real business name and logo.
- A bio with what you do, your town and your phone number.
- Your website link.
- One pinned post saying where you’re active, for example: “For our latest work and news, follow us on Facebook.” That’s sample wording; use your own.
Log in regularly, even if you never post. X’s inactive account policy says to log in at least every 30 days to keep an account active, and that accounts can be permanently removed after prolonged inactivity, so claiming a name doesn’t hold it forever. A monthly login is a good habit; put it on the calendar. An old account with a wrong phone number is worse than one that simply says “find us elsewhere.”
What are the common mistakes and edge cases?
- An abandoned Twitter account under the old name. Many businesses have one from years ago. Log in, update it, or delete it if you can’t keep it current.
- Nobody knows the login. Recover it with the email or phone on file, then move it to a business email. Our article on owning your digital assets explains why.
- Old links on your website. Twitter icons that point to a dead account send customers nowhere. Our help article on social links covers testing them.
- Arguing in replies. Reply politely or not at all. Everything is public.
What if this didn’t work?
- You can’t find X for Professionals. Look in profile settings for Switch to Professional, and update the app.
- The switch is refused. Complete your profile name, bio and picture, then try again.
- You don’t see a Location Spotlight. X marks it as US only, and features roll out at different times.
How much does it cost, and how long does it take?
The account and the Professional Account are free. Setting up takes about 20 minutes. Promoted posts are paid.
How does E-3 handle this?
If your website still links to an old Twitter account, we can update or remove the icon, and add your X profile to your Google Business Profile where Google allows it. That’s part of keeping your profiles connected in our SEO and AI search service.
Related questions
Next step
- Next: Claim and verify your Nextdoor business pageThe next guide in Social media.
- Free website checkPublic checks on your own site, then an action plan of what to fix first.
Still stuck? Ask E-3 for an answer from our help guides.
Rather we handled social media for you?
It’s part of what we do every week for small businesses, as part of seo and ai search. Start with a free check of your site and profile, or call and ask.