Twitter has had its fair share of bad press over the last year, and one of the questions we regularly get asked at Avocado Social is whether the tool is still an important player in the online marketing mix.

The micro-blogging social network has shown signs of slowing down in growth, as it fails to attract new brand new users to sign up to the service. During the Trump election in the final quarter of 2016, Twitter only grew by two million users whereas Facebook grew by 72 million by comparison.

The service has been plagued in recent years with harassment, abuse, bullying, intimidation and threats – much more so than any other social media network.  So much so that last year a rumour spread online that Twitter was planning on shutting down in 2017 due to its failings in protecting people from abuse.

This doesn’t sound great so far – but Twitter has made a number of changes recently in a bid to combat these issues.

Recently the platform has added new tools that will identify people who have been suspended from Twitter and stop them from creating fake accounts, remove blocked or muted tweets from search results and identify abusive or “low quality” tweets in conversations.

Just last week Twitter launched its new Live video API, allowing companies to hook up professional broadcasting and video editing equipment to the service with more powerful integrations than the existing Periscope Producer feature. Could this lure in more live video creators from Facebook and Snapchat?

So is the tool still important for your marketing strategy? 

Twitter is still an important player in the social media world, boasting over 319 million monthly active users. Twitter’s daily active user base is said to be growing, with many using it as a key news resource so checking the platform a number of times a day.

Reports this month suggested that 9-15% of Twitter active accounts are bots, which explains why your followers tend to go up and down regularly. This is something Twitter needs to work harder on.

There are three key ways we believe Twitter still has a very valuable place in the social media landscape for marketing.

  1. Customer Service: Twitter is still cited as one of the top places for customers to complain, so it’s extremely important to keep on top of any mentions of your brand. According to research, 78% of people who complain to a brand via Twitter expect a response within an hour. You don’t want to make a customer even more frustrated by not replying to their message. Positive content also deems a reply as this could spark the beginning of a beautiful relationship with a customer or influencer.
  2. Business Networking: We always suggest that simply tweeting your content out isn’t going to get you followers. We believe more meaningful interactions on the platform are where you can begin to stand out and make Twitter work well for you.  Chatting with other businesses and professionals through Twitter is a great way to meet new contacts, engage in industry trends and events and find potential opportunities. We have met many of our clients and colleagues through Twitter, and have heard countless stories of opportunities arising through recommendations and retweets on the platform.
  3. Research: Utilising Twitter for influencer research is a fantastic way of discovering new bloggers, magazines, and experts to engage with from a business perspective. We are a huge fan of Twitter Lists, the free tool which enables you to keep track of a select group of users around a particular niche. Twitter is also a fab tool to gain research around opinions relating to your products or to find out what your customers really think about a topic or trend.

So we conclude that Twitter still has a valuable place in your marketing mix, particularly in business to business contexts.

We don’t see Twitter will be disappearing anytime soon – and that’s why we’re running a Twitter Success Masterclass on Thursday 6th April 2017. For more information and to book, please visit our Events page.