While social media continues to be a popular tool for business marketing and customer engagement, it increasingly seems like tweets are out and Insta is in.
Social media revolutionised the way we interact with each: family and friends with each other, businesses and their customers and, perhaps most notably, customers with businesses.
But like everything nowadays, change is rapid, and nothing stay the same. Today’s top dog is tomorrow’s underdog.
Already this year we’ve seen question marks over business usage of Facebook, as it announced plans to shake up its feeds to make it more about social interactions than business marketing and engagement.
SMEs were taken by surprise, with many suggesting they would take their “socials” elsewhere.
Marketer Adam Franklin told My Business that elsewhere could be LinkedIn. In our heavily digitised world, personal connections, testimonials and recommendations are more essential than ever, leaving the professional network well-placed for meeting and engaging with business contacts.
But this year I’ve noticed quite a shift with another social platform — Twitter.
When trawling through contact pages on a firm’s website, I usually take a look to see if links to the business’ social media accounts are included on the site.
Increasingly, Twitter is not among the line of little icons to which we have all become so accustomed. LinkedIn is there, Instagram is another popular choice, and many still have the iconic blue and white “f”. But the chirpy little bird icon is noticeably absent.
And when I say absent, in many cases, there is a noticeable void where it likely say at some point among the other social icons.
It’s the same too when actually using the platform — go to tag a featured business, and more and more they simply don’t appear.
In September last year, Twitter announced it would double the number of characters its tweets would allow, acknowledging the 140-character limit could be challenging.
But perhaps that took away the very essence of what made Twitter rise to prominence in the first place. As its product manager Aliza Rosen noted at the time, “Twitter is about brevity”.
Twitter Australia has been contacted for comment, but sadly did not respond prior to publishing.
Yet even if Twitters own figures don’t suggest an overall downturn in usage by businesses, it could be that SMEs are leaving the platform and this shortfall is being offset by business and government departments taking on their own accounts, in addition to the organisation-as-a-whole profile.
Adam Zuchetti is the editor of My Business, and has steered the editorial direction of the publication since the beginning of 2016. Before joining My Business, he worked on fellow Momentum Media titles The Adviser and Mortgage Business.
The two-time Publish Awards finalist has an extensive journalistic career across business, property and finance, including a four-year stint in the UK. Adam has written across both consumer and business titles, including for News Corp Australia and Domain.
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