As Elon Musk and his smaller team continue to deal with the ins and outs of Twitter companies are losing money and followers faster than Space X rockets. What Elon might not have known before buying the social media platform is that it can run amuck when left unchecked. And if he didn’t know before, he knows now. With the uncertainty of Twitter’s longevity hanging in the air brands and companies need to develop a plan of action on how to deal with this new change. Along with strategizing for the future depending on their goals.
Some agencies and consulting firms are recommending leaving the platform altogether. Which is an option. In the meantime, while we wait and see what new stunt will happen next, let’s prepare our own strategies.
It’s OK To Pause and Assess
Like most of us at home, some companies are waiting to see how this plays out. That is OK. Making drastic moves right away is rarely a good option. I know at my company, our engagement on Twitter isn’t the highest compared to our other social platforms. So, keeping a close eye on Twitter, while creating some distance is not the end of the world. If your company is very active on Twitter, closely staying engaged with your audience, monitoring the ever-changing rules, and keeping an eye out for any fake accounts with a cute new blue check mark will be your top priority.
Speaking of Crisis Management – If there isn’t already one, brands should develop a crisis management plan and policy. Taking a page out of Cision.com’s “Managing Your Communications Plan During a Crisis” blog post, reviewing your scheduled content and emails, communicating with leadership, and communicating with your team are also vital parts of crisis management.
I’m sure most of us have seen “Trolls” (I call them “Heroes”) verifying fake Twitter accounts of brands like Coca-Cola, Nintendo, and Eli Lilly (my favorite) and tweeting out quotes and pictures to impersonate these companies. The companies try to react as quickly as possible. For some of them, this can be flipped into a marketing opportunity.
Pivoting Social Strategies
In a list by Insider Intelligence, out of the top 35 smartphone apps among US smartphone app users, Twitter was ranked 23rd with 44.8 unique visitors and a 21% reach. It’s not the highest-ranked app, but companies do find it useful to connect with their audience. However, with the uncertainty that has risen within the last week, saying goodbye to the bird app might not be a bad idea. This all depends on your company’s goals and strategies.
If Twitter is the main platform for your social strategy, then being prepared for the next few months will only lead to your success.
Spangler, Todd. “What Does Twitter Mean for Brands under Elon Musk’s Rule?” Variety, Variety, 11 Nov. 2022, https://variety.com/2022/digital/news/twitter-brand-safety-advertising-elon-musk-1235429091/.
Yasmin , Mehnaz, and Kenneth Li. “Major AD Firm Omnicom Recommends Clients Pause Twitter Ad Spend – Memo.” Reuters, Thomson Reuters, 12 Nov. 2022, https://www.reuters.com/technology/major-ad-firm-omnicom-recommends-clients-pause-twitter-ad-spend-verge-2022-11-11/.
Lebow, Sara. “Relocating Your Twitter Marketing Budget in 5 Charts.” Insider Intelligence, Insider Intelligence, 9 Nov. 2022, https://www.insiderintelligence.com/content/relocating-your-twitter-marketing-budget-5-charts
Parker, Sarah. “Managing Your Communications Plan during a Crisis.” Cision, 25 June 2020, https://www.cision.com/2020/06/managing-your-communications-plan-during-a-crisis/