t has officially been a year now since X (formerly, Twitter) was banned in Pakistan. The government’s reaction during and after the 2024 general elections led to a complete shutdown of the platform, following a series of unannounced bans and internet blackouts. By the time it was officially banned, Twitter was being used by around 4.5 million people and had become a thorn in the side of those in power. Users were sharing their views on the prevailing situation in the country—from politics to culture and from Coke Studio to cricket. It was the most happening place to be, boasting the best collection of memes and commentaries. However, it was also a space where abuse, hate speech and threats were on the rise.

But this was not always the case. It was once a place where interactions, discussions and communities thrived.

Since Elon Musk’s takeover in October 2022, the platform has been undergoing a significant transition. A study by the University of California found that hate speech on the platform increased by 50 percent in the months following Musk’s acquisition. A recent valuation by Fidelity suggests that X is now worth just $9.4 billion—a stark contrast to the $44 billion Musk paid for it.

But today, I want to remember Twitter as it once was: a platform where people could express themselves, find like-minded communities and develop genuine connections. Let’s go back to 2010, when Twitter not only grew globally but also found its footing in Pakistan. People from all walks of life joined the platform, though it remained a niche space. The upper-middle urban class was among the first to adopt it, as crafting a message in a few words and a foreign language wasn’t everyone’s cup of tea. Organisations soon joined, though often more out of a standard operating procedure to maintain a presence on major platforms. Sports organisations and players began announcing deals and transfers through a single tweet. More importantly, Twitter became the go-to platform for live event commentary, with activity spiking during major events. For instance, a record was set during the 2010 FIFA World Cup, when fans wrote 2,940 tweets per second in the thirty seconds after Japan scored against Cameroon. Twitter also played a pivotal role in global movements, such as the 2009 Iranian presidential election protests and the Arab Spring across the Middle East and North Africa.

In June 2009, St Louis Cardinals manager Tony La Russa sued Twitter for trademark infringement and cybersquatting after an unknown user impersonated him and posted vulgar content. The lawsuit was settled and Twitter introduced “verified accounts” later that year. This became one of the platform’s biggest attractions: the “blue tick,” which was given to verified accounts. If you tweeted at such an account and received a reply, you knew it was either Amitabh Bachchan or William Shatner (or someone on their teams) responding. This lent a sense of authenticity and seriousness to interactions.

Looking back at Pakistani Twitter, we had a notable presence of prominent personalities—media people, writers, journalists, politicians and athletes. They were accessible, and you could simply tweet at them with a question, which would often be answered. At a time when Facebook was becoming overcrowded with relatives and unwanted neighbours, young people shifted to Twitter to share unfiltered opinions.

But Twitter was much more than just a space for personal expression. I joined Twitter because I was volunteering with a local social enterprise working in the education sector. One of my early tasks was to connect with like-minded individuals, and Facebook helped a lot, initially. However, in 2013-2014, we ran our first crowdfunding campaign aiming to raise $10,000. We had a modest following on Twitter back then, but more importantly, our work had attracted the attention of notable individuals who appreciated our efforts. We asked our followers and friends to help spread the word and they responded enthusiastically. Thanks to the community coming together, we were able to raise funds and execute that year’s project. That experience highlighted the power of Twitter as a tool for mobilising communities and supporting meaningful causes.

Another excellent initiative was the @iampakistan account. Each week, a new curator would take over the account to share their work, experiences and insights. I remember being chosen as a curator during the Pakistan cricket team’s tour of India in 2012—the last time Pakistan visited India for a bilateral series. The beauty of the account was its global networking aspect; similar accounts existed for different countries and all followed one another. Suddenly, you knew what was happening in Venezuela and how people there felt about it. We introduced Pakistan to a global audience in a new light, especially at a time when the country was grappling with terrorism and violence. Like many others, I found numerous meaningful connections during that time, some of whom remain part of my circle today.

Twitter was a platform where people came together in times of need—blood donation requests were retweeted, fundraising campaigns received responses and constructive discussions flourished.

However, as with everything in life, change was inevitable. The platform soon became saturated with political discourse, altering its tone not just locally but globally as well. Pakistani Twitter, much like society itself, became divided into various factions. The rise of misinformation and fake news took the platform by storm, especially during the Covid-19 pandemic. It transformed into a toxic space, where every tweet was met with abuse and hostility. It was no longer a safe space; nor one where you could meet new people and engage in constructive discussions. Even before acquisition by Musk, Twitter faced challenges such as blasphemous content and cybersecurity threats, leaving many reminiscing about the good old days.

As a platform, Twitter was distinctive due to its collaborative nature and its ability to foster a story-changing, story-evolving environment. This led to a more interactive agenda-setting process for both candidates and followers. Studies noted that Twitter was effective for sharing well-formed stories with verified sources at a speed that traditional media platforms like newspapers and TV channels could not match.

Post-rebranding, it has faced significant controversy. Issues such as the release of the Twitter Files; the suspension of ten journalists’ accounts; and temporary measures, like labeling media outlets as “state-affiliated” and restricting their visibility have sparked criticism. Despite Musk stepping down as CEO, X continues to grapple with challenges such as viral misinformation, hate speech and controversies surrounding anti-Semitism. Today, it is increasingly seen as a mouthpiece for the far right, and it’s no wonder that new platforms like BlueSky—originally, a project within Twitter and founded by Twitter’s creator, Jack Dorsey—are becoming havens for creative and like-minded individuals.

There’s no denying that many miss the original days of Twitter. It was a platform that brought people together, amplified voices and fostered connections in ways that few other spaces could. While its golden days may be behind us, its legacy as a tool for connection, activism and real-time discourse remains undeniable. As new platforms emerge, one can only hope they have the spirit of community that once defined Twitter.

The writer is a digital communication expert. He is the mastermind behind digital platforms Sukhan, Mani’s Cricket Myths and Over The Line