Bot(ched) credibility

The adage no smoke without fire holds true to this case. The jarring problem plaguing the platform which is loved for its brevity, among other reasons are bots! The platform is spammed by numerous bots that share misleading information thus negatively impacting user experience.

A study conducted by MIT states that misinformation reaches 1500 people six times faster than valid and correct information. This has added further fuel to fire, causing the platform and its network concern. Though they are trying to minimize the damage, and barring such fake accounts, only time will tell its success.

(Un)real-time features

Other social media platforms such as Facebook and Instagram are offering users and marketplace the ease of features such as paid media integration and a marketplace where they can conduct online sales from.

Twitter, however, is yet to join this bandwagon and suffers from the consequences as marketers decide to drop the platform from their mix. In their defence, marketers have also stated that consumers would rather interact with brands that have a platform specific approach. With Facebook and Instagram changing its interface and API, almost every day – marketers would rather work with those than focus on devising a Twitter strategy.

There’s still some fight left

The platform still enjoys an edge over its peers. When B2B marketers were surveyed as to which platform were they likely to focus on, Twitter ranked third – only after Facebook and LinkedIn. The platforms ability to integrate bots help marketers send out real-time tweets to their customers.

Twitter is the edge that businesses are using to strengthen their customer relationship management. By answering queries in real-time and addressing and escalating grievances, Twitter is the platform where customers feel they are being heard.

Come one, come all  

Twitter is a platform that allows complete strangers to have a conversation with each other, connect and move on with their lives. This freedom to interact with a person of interest or a circle that shares similar interests is rather frowned upon on Facebook. As Facebook has ‘friends’ making it a closed circle, and Instagram allows the discretion of private accounts.

So the ease of connecting with people, allows Twitter to still win favour with consumers.

Also, the social media site has surprisingly and unexpectedly become the championing cause of social change. #blacklivesmatter #metoo #inmyfeelingschallenge were just some of the success stories that gained a lot of traction thanks to its ‘trending’ capacities.

Swan song

Whether the platform will survive or is it seeing its last, fact remains that there are a apparent issues that the platform needs to rectify. To know if your brand should keep it or drop it from your marketing strategy, visit us and our team of strategists will walk you through to make the right choice.