Worried I’d been talking too much about “new” and “hip” platforms, I recently wrote a post about how to drive traffic using the old classics – Facebook, Twitter, LinkedIn, and Pinterest. In the process, I was reminded how powerful and valuable they can be. Around the same time, I heard through the grapevine that some (maybe many?) people now think Twitter is irrelevant. Regardless of my own personal passion for Twitter (my profile is an eclectic mix of publishing & social media commentary, pop culture, re-tweets of quotes that resonate with me, and the occasional #TheBachelor tweet), I felt a responsibility to have Twitter’s back. “What do you mean, Twitter doesn’t matter anymore! Haven’t you people been reading about Twitter’s evolution? Didn’t you follow #RIPTwitter along with me? What about the algorithms?”
After musing over Twitter’s value for awhile, I realized that the general public (and even many marketers and digital strategists) just aren’t tuned into social media news. And therefore, when a platform becomes the status quo, the unengaged users sometimes filter out and latch onto whatever new platform has emerged. This definitely began for Twitter when Instagram started to gain popularity. Many users feel obligated to retain their Facebook presence, often for social reasons, but that same utility doesn’t apply to Twitter. Its reach may not extend as far as Facebook’s, but recent stats show that 320 million people use Twitter, and there are 100 million daily active users, which remains significant.
So, Twitter. Here are four reasons you should care (and care a lot).
Marketing
Yes, this is obvious. Twitter works to promote your content and your product. Plus, everything you post is time-stamped & published chronologically, which increases clarity in promotions and product-focused tweets.
If you fall into the group of individuals (or brands!) that think Twitter is passe, or you’re worried about upcoming changes to Twitter’s timeline, then I recommend capitalizing on the following you’ve built to promote and develop your next platform. Use Twitter to promote your Snapchat channel. How else will you get discovered? (Thanks Twitter!)
Communication
Twitter can serve as a mini-website that features up-to-date information about you or your brand. If you’re having website issues, Twitter is a great place to communicate with your clients or customers. It’s timely, unlike Facebook, which may hold your announcement hostage until it’s too late. It’s also the absolute easiest place to share your take on a trending topic or to share your #InternationalPuppyDay post.
Networking
The structure of Twitter inherently promotes networking and relationship-building. Engaging with your followers and customers is difficult on Facebook, but Twitter allows you to engage simply. This is true both for individuals as well as businesses, especially with the recent increase in 1-to-1 marketing. Twitter provides an easy way to send some love to your followers. Someone mentions you? Follow them! Someone follows you? Like one of their tweets. It’s easy, fast, and pays off.
Twitter also provides an easy, non-spammy way to identify and connect with influencers that could be useful for your brand. Plus, research – you can network and check out the competition in one, easy-to-use platform.
HR
Lastly, Twitter can offer a great way to both recruit and engage employees, particularly if your brand is creative. A custom hashtag can be used to unite employees across individual offices, and employees can retweet to help amplify your brand voice. (I’d recommend that as an optional, not obligatory, way to engage.) Inter-office banter can even be a great way to increase impressions and utilize the audiences your teams have developed across channels.
Yes, there are changes coming to the utility of Twitter as we know it. But it’s not time to give up. There are many exciting developments coming – Twitter may even become “hip” once more.
