Over the past three years, Twitter has been on the decline. Between leadership changes, user growth stalling, decrease in revenue and major layoffs, the once well-used social site is at a crossroads.
Why Is This Happening?
In our experience, the answer lies in the reaction we hear when we recommend a client or executive uses the social site:
- “I don’t have time for that one.”
- “How exactly should I use it?”
- “What should I even say?”
Twitter cannot seem to get users to understand how to effectively use the platform and implement it into their everyday lives. It’s not as easy as taking a picture at a conference for Instagram, blogging an idea on LinkedIn or even sharing a funny picture on Facebook.
What Does This Mean? Can Twitter Survive?
While some are not optimistic about the future of Twitter, we are. At Silverline, we see the value and importance of the platform on a daily basis. Twitter is at the nexus of our core industries: politics, technology, news and events. The beauty of Twitter is that it’s free, inclusive, direct and in real-time. For the aforementioned industries, it is a necessity for communicating with key audiences.
Take the 2016 election for example. Trump used Twitter, not mainstream media, to capture and captive his audience through authentic and consistent communication in order to unify his supporters. This resulted in an unexpected win against Clinton, who relied heavily on traditional editorial endorsements.
This direct dialogue with end users and audience members is exactly why Twitter is a necessity for companies both big and small. Organizational stakeholders are looking for real-time answers, straight-forward discussions and though-provoking conversations to help shape their perspectives on a company and its product or services.
Do you think Twitter is a valuable resource for communicating?