You’ll have read much about the slow demise of Twitter in 2016. From the erroneous report that tweets were moving to 10,000 characters to celebrities leaving the platform and everything in between, it wasn’t a great year for the microblogging site. So, now what seemed almost unfathomable a couple of years ago, is it time to leave the little blue bird behind?
Well… No. but it is time to completely re-think the way you use, prioritise and analyse it if you haven’t already.
Just looking at the engagement rate or the response rate really only tells half the picture, there’s so much more to Twitter than responses to your tweets. At times, it can seem as though you’re shouting into an infinite space where no one can hear you. You have to remember, most brands will consider investment in Facebook posts as completely natural, so to expect anything but the average when you don’t invest in the channel is never going to work out.
Data vs the topic data from Facebook: Cost wise and time wise, there’s no more efficient tool for listening to your customers. Twitter is your ear to the ground platform and a great way to gain insight into how your customers talk and what they think about your competitors. There’s an old saying about two ears and one mouth… that’s never been more applicable than when thinking about Twitter.
Live Events and bringing an audience together: Giving everyone an equal platform to talk about an event is a great way to kick start a digital chatter, simultaneously allowing the conversation to be seen by those who couldn’t attend. As a brand, this gives you the opportunity to take charge of conversations, community manage ad take up leads or engage with fans and potential new followers at a third party event, or even at your own.
Dual Screening: Where do you instantly go to talk about what’s on the TV? Twitter is the home of Live TV social mediaring. You are able to immediately connect with millions sharing the same experience with you. As a brand you are able to provide your own unique view, create content focused around it and generally inspire and engage your audience. No other network offers real time accessibility to this extent.
Working with influencers: Instagram does also offer similar functionality, but Twitter is your digital handshake to all influencers and celebrities.
Content repetition from your Facebook platform: Where you might have run a completely separate content strand for Twitter before, repetition of content from Facebook makes sense in 2017 where resource and time might be limited. There’s no need to invest too much time in the channel, as often your pieces of finely crafted content will often not get the reaction of a well timed, witty tweet. Be smart in where you invest your time.
Voice and personality of your brand: One thing will always stay true with Twitter; you very much get out what you put in. Here’s where a brilliant community manager can separate you from the rest. There’s a lot of noise on the platform, but funny or genuine and loveable brands can have brilliant cut-through. Twitter is the social heartbeat of your brand, the metronome by which it ticks. It’s the platform on which you can communicate with your customers 20-30 times a day without fear of spamming.
In short, for this social media fellow, Twitter is very much alive… for now. There are countless changes that need to be made for the platform to continue to flourish. Once clamp down on the trolling and spam accounts and an overhaul of the current paid model to bring it up to 2017 Facebook standards has been implemented, Twitter will have become something even more unique and leverageable.