OFF-MUTE 🔈
💯 Elon Musk is a busy guy.
💥 Late last year he purchased Twitter, laid off most of its staff, lost 40% of ad revenue from major brands, taunted journalists, and started changing the algorithm. Most recently:
🎙️ NPR and PBS publicly quit the platform;
📉 Reach and engagement are down across the board;
☑️ And legacy checkmarks will *supposedly* be removed by April 20.
📣 So, what should you do about Twitter? Here’s what our digital content strategists recommend:
🤔 Reassess why it matters to you. Don’t just walk away from Twitter if your top audiences are still active there. Consider using it as a content hub for amplifying company updates, a listening tool for trending topics and customer insights, or a platform to elevate your executives’ voices with their own accounts and unique points of view. This is a moment to reassess where and how you focus your comms efforts. And if it’s not strategically supporting your business goals now, move on.
📊 Keep an eye on metrics. Take stock of your year-to-date performance of all channels, including Twitter, to inform decisions. Set benchmarks, and closely monitor your average impressions, engagements, and conversions over time. If you start to see a drastic downward shift in these metrics or your audience demographics, it's worth moving your ad spend to other social networks.
▶️ Diversify your media (and content) mix. Experiment with new platforms, features, and types of content – particularly multimedia. Focus less on how often you post, and more on infusing personality into the content you’re creating. Find ways to help, inform, inspire or make your audience smile. Quality over quantity, always.
