The new in-vogue question that many of my clients ask (as I’m sure a lot of social media managers get asked too) is: Is Twitter dead?
It’s very easy to say yes, forget about it and focus our efforts elsewhere.
But I’m not too sure. I think that if we look at the long-term benefits of social media and how we measure success on the platform it could actually be more important than ever before.
So, it’s clear that from a publishing perspective it’s not worth it for driving mass paid or organic reach, but that doesn’t mean it’s not worth it at all.
Now that the advertisers are clearing off the platform, it gives brands the opportunity to use the social giant in the way it was originally intended - to be sociable.
By redefining the way we use the channel for our clients and thinking of Twitter as a one-to-one communication tool, we’ve seen some great results on the platform for a number of our clients.
We’ve stopped trying to drive traffic to sites through scheduled tweets, because nobody clicks on them. Instead of writing monthly content plans for the platform, we’ve invested the saved time and energy into reaching out to people and having genuine conversations on behalf of our brands.
We’ve asked how people are doing, commenting on the content they’re creating and adding value when the brand can do so.
It sounds like a no-brainer, but people don’t want to see generic product posts, no matter how optimised for social your video is, they want you to listen, understand their needs and offer them a relevant solution, whether it’s some expert advise in the form of a well-researched blog article, or some samples of their latest products tailored to their needs.
This really works, it’s hard, but it works.
So, if it’s so obvious why haven’t we been doing this all along?
The problem is that it doesn’t look as good in a monthly social report because it takes a lot longer to speak to 100 people one-to-one than it does to reach them with a shiny ad.
If you’re measuring success based purely on the reach or number of engagements on a post, this approach just doesn’t make sense.
We now know organic reach is dead, and measuring success on getting big numbers doesn’t make sense.
But this approach to building long term relationships with individual brand advocates has really worked for us and our clients.
Over a year, over two, the sales speak for themselves because we’re building a loyal, life-long customer base.
So yes, Twitter’s dead when you’re looking at the monthly social report, but for driving long term business success, it can be a powerful tool, as can email, as can picking up the phone or even just talking to people in the actual real world.
It isn’t time we forgot about it, it’s time we re-thought the role it plays in your wider marketing strategy.
In short, Twitter isn’t dead, the way we measure short term success on the platform is.
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