While it’s always been at the forefront of social media since its inception in 2006, Twitter is even more in focus, with Elon Musk in the process of purchasing the platform for over $60 million dollars. Whilst Elon wrestles with the existing board as to how many bots represent ‘users’, the question remains, to tweet or not to tweet?
Giving a stage to real-time conversation and important debate, as well as a medium where fame can be created and creators cancelled in just minutes, Twitter is much more than just a place to share what’s on your mind (in under 280 characters).
So, when it comes to your business – is being active on Twitter a must?
Is your brand voice enhanced by Twitter?
Twitter is all about engagement – as are most forms of social media – and you need to be ready to talk, or ‘tweet’ regularly in order to make this platform worth your while.
There’s a good level of brand recognition in Twitter, which is popular in Australia with those aged over 30, and so it may be the right place to share insights, news and communications about your business, but you need to stand out from every other username and brand out there.
Twitter is fast, short and sharp and needs not only regular content but an angle that facilitates conversation, debate and even a touch of healthy controversy – it’s common for fast food brands like Wendy’s or Dominoes to engage in a little friendly competition and light-hearted ‘trolling’ with their competitors, which brings a human side to the mega brands and encourage retweets and follows.
Research within your industry. Are your competitors and other businesses in your market on Twitter? How are they running their account, and do you feel it adds to the depth of their overall image and brand identity? As with all of our guides to your business’s social media, we recommend choosing your key platforms and doing them well – being a jack-of-all-platforms is a bridge to cross once you’ve moved from small or medium business into something larger.
And of course, confirm that your target audience engages with Twitter regularly – don’t give up a Facebook focus if you need those over 60s on board, or skip on Tik Tok if it’s the tween market you’re tapping into.
Keep to a schedule, but stay agile
More than some other platforms, Twitter trends come and go quickly – just keep an eye on those key trending hashtags day by day (or more commonly, hour by hour). While every good social media manager will have a posting schedule and a daily plan for posting, make sure you keep your eye on what the platform is celebrating, retweeting and engaging with.
Major Kim and Kanye news? If you’ve got a product, service or pun that links your business to the latest hashtag, then it’s the time to use it. Keep that Indesign or Canva doc ready to go, and throw together a timely image to go along with a clever tweet – users respect unique content and quick-witted content they want to share on their profiles.
In this sense, Twitter can draw your focus and take your brand down the Twitter rabbit hole (or, bird’s nest?) quickly, so be flexible with what you’re posting and seize the opportunity! Stay distinct with a brand voice that suits the platform, and always respond to comments, questions (and yes, even complaints) quickly, giving your business an of-the-moment appeal, currency and reputation for being present.
So, $60 million aside, Twitter is certainly a worthy investment when done right, and it might just be the launching pad for your business into the social-sphere.