December 1, 2022

Twitter was once stable and trustworthy for brands everywhere. Now, it is the most wildly unpredictable social platform in the marketing arsenal. Mass firings, followed swiftly by mass resignations, has led to temporary office closures at Twitter headquarters. To make matters worse, there have been a flurry of racist tweets directed at football players which Twitter hasn’t removed, leading to concerns over whether Twitter will police racism on the platform. All this chaos has already proved too be too much for some of the platform’s biggest advertisers.

What does this mean for brands?

With the Twitter staff half of its original size, brands are wondering who will monitor content, check for brand safety, make sure hate speech isn’t escalating, or check Twitter ads to make sure they’re going live and within Federal Trade Commission regulations.

Brands are left scrambling to alter their marketing plans with no blueprint to go from.  Brands are wondering whether to pause their accounts until the dust settles, reduce activity, or continue as normal.

Twitter hasn't been the go-to social platform for a while now.

Most social media managers can agree that Twitter hasn’t been the go-to social platform for a while now. Most brands have a holistic approach that includes Meta, Instagram, Tik Tok, YouTube, and even recent platforms like BeReal. Nevertheless, Twitter had a role. If anything, all the Twitter drama has been the catalyst for brands to move to more innovative platforms.

Be Prepared

A lot of brands are downloading all their Twitter data just in case the website goes down entirely at some point in the next few days or weeks. Such data can help inform products and general customer trends.

Our advice to you is to download your Twitter data. If you don’t have a holistic approach to social media yet, develop one. Don’t let your brand go down with Twitter.

Carolina Macedo, the author, is Project Coordinator of Marketing Keys.

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December 1, 2022