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title: Twitter's unknown future
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The unknown future of Twitter

| View in browser April 19, 2023 👋 rethINK PR is our weekly newsletter filled with PR, content marketing and digital media advice. We tell you what works, what doesn’t and why. 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.  JUST FOLLOWING UP 🙋 💡 It’s essential to create awareness and community beyond social media. Why? The platforms change and operate outside of our control. That’s why we recommend investing in your owned media properties to share your message, in your words, to your audiences.  CLIENT INK ✨ Thought Leadership Eclipse Bets on Real-World Startups  Product Announcement Obsidian launches new SaaS security and compliance tools Bylined Article A new approach to upskilling is the key to navigating economic uncertainty  Thought Leadership How CFO Ryan Tyler Built Molekule Through Stock Acquisitions Product Announcement Databricks releases free data for training AI models for commercial use Leadership Announcement Tech Veteran Frank Calderoni Named CEO Of H.R. Startup Velocity Global As Remote Overseas Hiring Grows Funding Announcement Irrigreen’s precision sprinklers prevent water waste and wet legs OPEN TABS 📱 📌 8 Key Elements Of Thought Leadership  📌 7 Ways To Establish Exec Leadership Style, Tone & Presence On Social Media 📌 6+ Insights To Help Plan Your Next Paid LinkedIn Campaign 📌 5 Considerations Before You Quit Facebook 📌 Build Your Own Newsroom  📌 Influence Comes In All Shapes And Sizes 📌 Social Media 101: To Post Or Not To Post    📌 What The Future Holds For TikTok    📌 What To Do About Twitter Now That Elon Musk Is In Charge   WORD ON THE STREET 💬 👀 Our reporting, analytics and performance management #client insightsoftware is looking for a new corporate communications manager to join its team.  “Platforms constantly change. Stay focused on your top audiences and business goals – let them guide where and how you show up.”    — Christine Montes, senior vice president, digital content strategy, Inkhouse 💬 Tell your friends to subscribe here 📕 Bookmark our newsletter archive 🐦 Tweet now about this week’s topic Inkhouse, 1075 Main St, Suite 120, Waltham, MA 02451 Unsubscribe Manage preferences |
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