Coinbase recently onboarded AlexOnchain as their Crypto Twitter Lead. Okay, so what? Another company hiring another social media manager. Big deal, right? Wrong. This is not simply about pursuing more likes and retweets. This is not scepticism – this is an invitation. We’re talking here about the opportunity to completely redefine how we build and engage in Web3. Take it as a challenge to flip the script on the negative, closed-off, and sometimes downright obnoxious side of crypto Twitter. It’s about time to change the narrative folks!

Is Web3 Finally Growing Up?

For too long, Web3 has felt like an exclusive, gated community. It’s been available in a way that’s only been accessible to those who already speak the language and have the technical chops. Hurling puns, jargon, and inside jokes at the crowd, genuine curiosity is rewarded with condescension or, even worse, hostility. It’s the complete opposite of the open, inclusive, democratizing vision that Web3 should be.

So, back to AlexOnchain. Her stew’s news is an indication of former experience at Binance and taking the power of the community and brand empire-building approach. I view this appointment as a tremendous opportunity to change that narrative. If AlexOnchain and Coinbase are really serious about empowering the community and being inclusive, then wow, that will be a huge difference-maker.

Now, picture that same Twitter feed with a culture where people new to the topic are encouraged to ask beginner questions and not be mocked. A place where alternative viewpoints are showcased, and marginalized communities are afforded the opportunity to discuss their needs and goals. An environment where meaningful conversation and teamwork replaces constant virtue signaling and tinfoil hat attacks.

It's a tall order, I know. But it's not impossible. Think about how Michelle Obama used social media to connect with ordinary people, humanizing the presidency and sparking conversations about important social issues. Imagine if AlexOnchain were to replicate this success for Coinbase and, by extension, the whole of the Web3 ecosystem.

Can Twitter Become a Force For Good?

Let's be honest. Twitter gets a bad rap. And often deservedly so. It’s a petri dish for toxicity, anti-science, and never-ending debate. Read More. It also has the capacity to be a deeply positive force for good.

Tools like social media platforms – especially Twitter – were crucial in organizing these protests. They catalyzed grassroots movements of everyday citizens to disseminate information, support democracy activists, and weaken oppressive regimes.

The real question now is, can AlexOnchain tap into that same power to create a Web3 ecosystem that’s more equitable, diverse, and inclusive. Can they use Twitter to:

  • Create Safe Spaces: Host AMAs with community leaders focused on inclusivity and accessibility.
  • Amplify Marginalized Voices: Actively seek out and promote the work of underrepresented creators and developers.
  • Promote Education: Break down complex Web3 concepts into easily digestible content, making the space more accessible to newcomers.
  • Foster Collaboration: Encourage collaborative governance models that empower community members to shape the future of Coinbase and the broader Web3 landscape.

This is a tall order, but the upside is hugely promising. We’re not just discussing democratizing access to financial resources and empowering marginalized communities — we’re creating a more just and equitable world. That's the promise of Web3, and AlexOnchain's Twitter presence could be a key catalyst in making that promise a reality.

Beyond Hype: Real-World Impact?

Ardent proponents of this appointment will need to look beyond tweets and hashtags to determine whether it is indeed successful. To make this work, Coinbase needs to show a true dedication to investing in community-building efforts. They should be committed to putting diversity front and center in all facets of their operation. It has to reach farther than just easy engagement metrics.

Imagine the effect if Patagonia pledged to stop its environmental activism. They courageously speak out about hot button issues, something that their clients strongly identify with. It’s this courage that has prompted other companies to take action in their space.

How can Coinbase lead social impact’s charge across the Web3 space? Can they leverage their newfound power to push for tangible policies that expand financial services access and protect marginalized communities?

According to the Associated Press, don’t look for any immediate bottom-line impact. This change along with the potential long-term damage to Coinbase’s brand and the wider Web3 ecosystem would be significant.

This isn't just about marketing. It's about building a better future. It’s about building a Web3 that is genuinely open, accessible and empowering to all people.

Follow AlexOnchain. Watch what happens. And, more importantly, get involved. Because building a better Web3 is something we all should be doing together. Let’s help create a story where the bottom line isn’t defined by the almighty dollar, but by the well-being of the people.