For all of its troubles, Twitter remains my favorite social media tool.
There is always new content to see, even if the the algorithm behind what I see doesn’t make a lot of sense.
I mean, where else can you have a conversation with a best-selling author and watch the President of the United States set policy with his tweets at the same time?
It’s quite a time to be alive.
Plus, Twitter has shown signs of life as recently as the end of 2017.
As long as high-profile users use it to make announcements and communicate with the world, it will never die.
But as with a lot of things on the social web that capture our attention, the tweets we react to are fleeting.
The tweets don’t go away — nothing ever truly goes away, even if you delete it — but our attention span is set up so that we like, retweet or rage against, then we move on and wait for something else.
Staying power on Twitter is only as strong as the length of time it stays in our collective Twitter consciousness.
If you’re sitting there thinking I’m making an argument to stay away from Twitter to promote your business, I wouldn’t say you’re completely wrong. It takes a different strategy to be successful on Twitter.
Nowadays, the brands that excel are the ones that treat Twitter for what it is: a community that rallies around hashtags and tries to capture a few seconds of user’s attention.
Last night, after Super Bowl LII, Duracell promoted a tweet that was heavily tongue-in-cheek. Only the most in-the-know sports fan, or Philadelphian, would understand the reference.
Here’s the tweet:
Batteries hold a sacred place in the history of Philly fans. Congratulations, Philadelphia, and Fly, Duracell, Fly. pic.twitter.com/qkEcPbFj4N
— Duracell (@Duracell) February 5, 2018
Duracell shared content that was both controversial and really funny. As you can see by the tweet, more than 19,000 people liked it.
I bet those 19,000 people didn’t give it a second thought after they acted on it.
Duracell, for their part, only had to spend a little bit of money to get their brand in front of a captive audience still reveling in their team’s victory. The fact that there wasn’t outrage (look up the Philadelphia battery incident for more background) is a bit surprising, but it shows brands can still take risks and not lose face with their target customers. (I’d love to see what they had planned had the Patriots won.)
To that end, your company doesn’t have to break the bank to get started on Twitter. You don’t have to spend any money if you don’t want to (services like Unsplash provide free imagery you can use to spice up your content).
And becoming active on Twitter is as easy as developing an editorial calendar that incorporates existing content (blog posts, infographics, etc.) so you don’t have to create new content.
The content you share at first (and, really, all the time) will be fleeting, but that doesn’t mean you should stay away.
People are still coming to Twitter to see what our president is saying and interact with celebrities.
Your company would be missing out if you stayed away.