Marketers no longer use Twitter to reach out to other businesses or to clients. At least not in the UK. According to Hopper, of 2000 marketers surveyed from the UK, only 1 in 4 still use Twitter for marketing purposes. This is because marketing via Twitter results in “lack of useful engagement”, and marketing personnel are often subjected to “trolling” and “negative users” on the platform.
Furthermore, 72% of marketers surveyed estimated that their company spent £0 on Twitter ads. 94% surveyed also indicated their desire for tweets to be editable.
With many other businesses moving away from the platform for purposes of outreach, should your company still be using Twitter? Here are 3 factors for you (and your marketing team) to consider.
I. Is your target audience still on Twitter?
One of the most important functions of social media is its ability to reach a large audience in a comparably short time. This is probably why your company decided to get onto Twitter in the first place.
How much of the target audience you are hoping to reach still uses Twitter regularly? How many of them only or most frequently use Twitter? If the answer for both of these questions is “a sizeable portion”, then you may want to consider remaining on the platform in order to make sure that avenues of communication are kept open.
II. Are your marketing campaigns hitting their targets?
If part of your marketing operations is on Twitter, whether you are purchasing ad space or are using it to contact other professionals or clients, are these campaigns producing the results that are hitting your KPIs?
If you are part of the 28% purchasing ad space, this question is easy to answer. Are you receiving as many click-throughs on your advertisement as you anticipated? If not, perhaps it is time to cut your budget for Twitter and move it to a different platform.
On the other hand, if you are using Twitter to reach out to clients, think about the number of likes and retweets you are receiving. Are they meeting your expectations? Does your engagement on Twitter show a positive trend? If so, you might want to consider staying on the platform, while keeping your an eye on all the other options out there. Do always make sure to stay updated on the platforms which your target audience is using, so as to ensure that if they move away, you know how to follow them.
III. Are there other platforms out there that better suit your purposes?
A final consideration is one of Twitter in comparison to the other social media platforms available. What is your company using Twitter for, and does the platform serve its purposes better than other platforms?
In this article, we wrote about how K-Pop boy band BTS became social media’s top artist in part by using Twitter. In addition, the recent burger emoji debate for an example, is a phenomenon that could only take place because of the nature of the Twitter community. It all started with Thomas Baekdal’s tweet on the positioning of the cheese in Google and Apple’s emojis.
I think we need to have a discussion about how Google’s burger emoji is placing the cheese underneath the burger, while Apple puts it on top pic.twitter.com/PgXmCkY3Yc
— Thomas Baekdal (@baekdal) October 28, 2017
This led to Google CEO Sundar Pichai’s tweet announcing, in jest, that they would drop everything to address the issue the following week.
Will drop everything else we are doing and address on Monday:) if folks can agree on the correct way to do this! https://t.co/dXRuZnX1Ag
— Sundar Pichai (@sundarpichai) October 29, 2017
McDonald’s India also gave their take on the debate.
— McDonald’s India (@mcdonaldsindia) October 30, 2017
KFC India, naturally felt like they had to respond.
— KFC India (@KFC_India) October 31, 2017
Burger King India was quick to add their opinion to the debate.
— BurgerKingIndia (@burgerkingindia) October 31, 2017
All of this may seem like a joke, and for the most part, it is. Yet, all of this also serves as marketing, albeit in a slightly unconventional form. Baekdal, a self-styled “Author, Professional Writer, Magazine Publisher and Media Analyst”, who has a relatively small following of 11 247 people managed to get noticed, receiving over 2.8 million engagements from his single tweet, in addition to having many news outlets writing about his viral tweet.
Remember when I tweeted that Twitter had dropped my ‘views analytics’ by half? (see previous tweet)… They just came back. /2 pic.twitter.com/THmUYqoGnz
— Thomas Baekdal (@baekdal) November 2, 2017
McDonald’s India, KFC and Burger King also managed to get their glory, receiving a number of retweets and likes and having several articles written about them as well.
Is this the type of marketing that your business is good at and frequently takes part in? Does your business wish to reach out to its consumers in a personal, individualized manner? If so, then it may be a good idea to remain on Twitter, at least for the time being, simply because there is nowhere else for this form of marketing to take place.