Why is your brand on Twitter? If the answer isn’t either “because it solves a problem for my customer” or “it helps us achieve a desired business result,” maybe your brand should leave Twitter.
Your Brand Should Leave Twitter
Twitter was launched in 2007, but it didn’t catch on until 2009. Between 2010 and 2012, brands rushed to the platform. Why? Well, because people were there and that’s what marketers do. We follow crowds of people so that wherever they are, our ideas, products or services are too.
Six years later, the platform has matured and developed its own cadence, cultures and languages. For the most part, brands can’t match that cadence, don’t fit those cultures and can’t speak those languages. What you’re left with is a gaggle of small (which I define as 10,000 followers or fewer) Twitter brand accounts that are big enough to need management but too small to justify devoting any real energy to them.
That’s why I say:
SRSLY, Delete Your Account
Let’s revisit the question we started with: Why is your brand on Twitter? Select all answers that apply:
- Because that’s where people are.
- Because it’s a great platform to connect with our audience.
- Because our competitors are there.
- Because unlike traditional forms of marketing, there are no hard costs.
- Because we identified specific audience segments and drafted a content strategy for interacting with them in a way that they find useful while enticing them to take a preferred action.
It’s #5. The answer is #5. If you aren’t sure if your target audience is on Twitter and you don’t have a specific plan to serve and/or interact with them, DELETE YOUR ACCOUNT (or rethink it – we’ll get to that).
Answer #5 is the way we run our core businesses and execute other marketing tactics. That thinking just seems to go out the window when we use social media.
Now let’s talk about who you think you’re reaching.
Is Twitter Really Where People Are?
As of July 2018, Twitter had just over 70 million American monthly users, less than half of Facebook’s users. That month, 37.7 percent of American mobile users used the Twitter app (only the 10th most popular social networking app by average engaged time) and just 5 percent said Twitter is their most frequently accessed network.
Twitter is a headline-driven platform where conversations boom and collapse quickly around breaking news, politics, sports and pop culture. A small percentage of your followers will see anything you post and an even smaller percentage will engage with it.
In other words, if you’re a journalist, politician, celebrity or consumer brand with the time, resources and business case to build a following among the people described above, your Twitter account is incredibly valuable. Same goes for marketing “ninjas” who want to teach other marketers how to achieve 100x more impact for their marketing on Twitter. But if you’re part of the majority whose business doesn’t fit into any of those categories, then probably not.
Well Then, Now What, Smart Guy?
Glad you asked. Do these five things:
- If you’re still not convinced to turn Twitter off, set 2-3 goals for your Twitter account related to your business. These goals aren’t “follower growth.” They’re more like “X% increase in click-through to registration page.”
- Create a strategy for achieving those goals in a way that is consistent with your brand mission, voice, messaging, etc.
- Set a calendar reminder 91 days (13 weeks, a good amount of time for a new approach to take hold – or to prove there isn’t any measurable effect) after you finish drafting your strategy.
- Execute your plan to the best of your ability.
- Lastly, on day 91, pull your Twitter and website data for the previous 90 days – did you meet or exceed your goals? If so, great! You started figuring out how to make Twitter work for you. But if you fell short of your goals, it’s time to-
You don’t have to delete your account completely. Just pin an away message to the top of your feed directing folks to find you elsewhere and walk away. Keep an eye on your mentions, keep track of any conversations relating to your brand, but don’t create any new content. And definitely don’t auto-post content from other platforms. Just let it go and use whatever time you devoted to Twitter for something more productive.
And if you think this is just a hot take, we took our own advice.
Want to talk about how your social media accounts can help you achieve business goals? Email me or call 317-631-6400. Whatever you do, don’t @ me.
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