Since executive Elon Musk became CEO of Twitter, the big issue affecting the future of that social media platform is also one of the most significant assets in the digital business world: trust.

Between Oct. 27 and Nov. 1, 2022, nearly 900,000 Twitter users deactivated their accounts. That’s more than double the usual average of deactivations per week. This indicator converges with the chaos Twitter users have faced, including the exodus of cyber execs, data breaches, launches of insecure products and the title of “scammer’s paradise.”