Honestly, Twitter is kind of a hot mess these days, right? Burdened by PR scandals galore, innumerable fake bot accounts, troublesome trolls, and nasty political battles, it certainly feels like more of a chore than a benefit to get involved with this particular social media platform. So, do you really need it? Does Twitter actually offer any unique value to marketers that can’t be found in equal or better quality elsewhere?

The answer is not all black and white, unfortunately. Twitter is in a league of its own when it comes to sharing news in real time; we’re talking minute-by-minute citizen journalism that, more often than not, beats any other traditional news outlet to the punch. The downside here, though, is that this rapid dissemination of current events doesn’t always lend itself to pristine accuracy, and the ubiquitous anonymity of the users that share these stories does little to promote accountability. We’re all getting a little sick of hearing about “Fake News,” right? Well, Twitter is the epitome of the little Fake News engine that could.

So, is there anything positive we can utilize Twitter for when it comes to our digital marketing strategy? Call me overly optimistic, but I actually think that, trolls and bots aside, Twitter is a fantastic platform to incorporate into your brand’s marketing stack. In my opinion, Twitter’s greatest value is in its reach and frequency; unlike Facebook or Instagram, in which users tend to get annoyed with brands that share too much and too frequently, Twitter users tend to expect, accept, and even appreciate persistent content. I have yet to find any statistic that indicates Twitter users favoring less frequent content. In fact, studies show that users have a positive view of brands that share more, not less.

Twitter is also a fantastic ecosystem to interact with your customer base meaningfully and transparently. One of the best uses of a branded Twitter account is customer service interactions. Social listening is key here, so make sure that your marketing team is checking Twitter multiple times a day for mentions of your brand, product, and service. By policing tweets that mention your business and responding directly to them (regardless of whether that tweet is positive, negative, or neutral), you create an invaluable customer service experience for that user. Moreover, the exchange between brand account and user account is likely to be shared if the outcome is positive, resolute, or informative. This is a fantastic way to answer common customer concerns, share pragmatic and practical expertise, and interact with your audience in a cheerful, delightful, and beneficial way. I absolutely consider Twitter an invaluable resource for your customer service strategy, contributing to your brand’s long term growth.

Consider that 85% of users expect businesses to provide customer service support on Twitter. Eighty. Five. Percent. That’s astronomical! If your business is not interacting with Twitter users for this purpose, you are making a huge mistake. Being responsive on Twitter creates transparency, trust, and confidence. Interacting authentically with users ensures your brand seems helpful and approachable. All of these qualities — transparent, trustworthy, reliable, helpful, approachable, responsive — are the qualities that your potential customer wants and expects from a business or brand in 2019. The opportunity to cultivate your brand’s image should not be missed, and Twitter is the ideal platform to execute on this goal.

Remember, people are in a discovery mindset when they’re on Twitter, and because of that mindset, your brand or business is likely to leave a lasting impression on users. Twitter is a “right now” platform, and the best brands exploit that sentiment with ease and authenticity. Brands come to Twitter to be what people are talking about right now: make sure they are talking about you.

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