Twitter..... has many issues. You can counter each one of its positives with a negative. Despite TikTok's new reign, Twitter?is still growing. However, it's fallen to the?14th most-used social platform. It's home to journalists, politicians, and celebrities and is also home to millions of fake accounts and bots. It's prime demographic is 25-34-year-olds (38% of the platform),?a good place to be, but it's low on the valuable 13-24-year-old market and male-dominated. And now, it belongs to Elon Musk... who also has many issues. Genius that he may be, he's become a polarizing figure (I guess with anyone with some celebrity or notoriety these days). Much has been said over the last two weeks, and much more to come.?But as a business, organization, or thought leader, should you stay on Twitter??Will it hurt your reputation? Is it worth the time and energy to engage, or should your organic and paid media be better spent elsewhere?
An informal poll with my network:
- Keep it:?It may still be essential for your business, especially as an awareness-building tool. Media and politicians can only afford to be on Twitter at a later time. If you have a robust social media strategy or see most of your engagement on Twitter, it makes sense to stay the course for now.
- Watch it:?I agree, as did most of my poll takers. Like it or not, we are heavily embroiled in the culture wars that will have flash points after the midterm elections and beyond. Hate language is already on the rise on the platform and is being?addressed by civil rights leaders. Every upcoming turn of events will imply either staying or leaving the platform. And you will have to decide if it's worth your time, money, or?reputation?to be on it. ifMusk can handle the hate speech, bots, and trolls, and maintain some semblance of integrity, then great! But, we'll watch his next steps. The blue checkmark idea doesn't really solve Twitter's woes.
- Leave it:?There has yet to be quite the mass exodus, but some notable celebrities have said they'll quit, and, more importantly, some advertisers are suspending their involvement with Twitter. That last one will hurt, despite any bravado from Musk to the contrary. Bots, trolls, and half-truths or lies don't pay for themselves. Some folks maybe want to avoid the upcoming drama or may be repelled by any spirals.
Verdict: Stay for now, but watch it.?Keep up your social regimen, but recognize that this may be a good time to diversify your comms strategy, especially as the new year approaches.
- Look into moving your Twitter marketing budget to pilot on TikTok ad campaign or even an organic strategy.
- And?don't sleep on SEM budgets.
- If any upcoming news or events related to Twitter can potentially hurt your reputation, suspend your account and move your messaging elsewhere. You don't need to create a dramatic post on Twitter about your decision (that may alienate your audience or attract trolls); just up your organic comms game on email, SMS, or other social channels where engagement is strong, or you can find an audience.
- If you're a thought leader, look into?Substack. While the platform has growing pains, it's a great way to amass a small but dedicated following. Then invite your Twitter followers along.
Keep watching the news for developments. They'll be coming, fast and furious.
