Twitter


Twitter’s What’s happening? tagline

Exhibit 15.0   Twitter’s “What’s happening?” tagline stands for “what’s happening in the world and what people are talking about right now”.

Preview

What’s happening? As suggested by the tagline, Twitter connects people with moments that are happening.

It is a microblogging and social networking service where users post and interact with messages known as “tweets”. A powerful marketing medium it has emerged as the number one social platform for government leaders.

Twitter is among the most potent tools used for mobilizing support for social/political causes that sometimes incite violence. This has led to calls for regulating Twitter alongside other social media sites.

Indeed self-censorship is the big challenge that Twitter is currently facing. The company’s stand on free speech is summed up by the following statements on their website, relating to their purpose and principles:

“It matters to us that people have a free and safe space to talk. That’s why we’re constantly improving our rules and processes, technology and tools”.

“Freedom of speech is a fundamental human right — but freedom to have that speech amplified by Twitter is not. Our rules exist to promote healthy conversations”.

Twitter’s scale and impact can be gauged from the following statistics (Source: hootsuite 2019):

  • 500 million tweets (5,787 per second) are sent every day.
  • 326 million users every month.
  • 80% of twitter users are affluent millennials.
  • Twitter is the number one platform for government leaders.
  • 75% of B2B businesses market on Twitter and 65% of B2C.

This chapter focusses on the use of Twitter for business and consumer marketing. In this context, Twitter is a site for engaging with customers, and generating leads and sales. Centred on what’s happening, it is a powerful marketing platform to announce events such as product launches, engage with consumers, build awareness, and generally communicate and connect with a target audience. It is also a useful research platform for marketers to study how people view their brands and their competitors’ brands.

Often described as the SMS of the internet, Twitter facilitates real-time engagement and can be effectively used for personalized services and one-on-one communication, including customer feedback.

You will learn about these perspectives in the sections that follow.

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