by Helen Pritchard www.blueskydigimarketing.co.uk
#RIPTWITTER – a worldwide trend that started with a rumour that Twitter was changing its layout and adding an algorithm to show relevancy over recency.
Outrage has ensued since. I’d imagine a few agencies have put in a bit of overtime to work out what the potential change means for their marketing plans. I even got approached for a soundbite by an American journalist for CBS News!
The rumour has now become reality – and it could have implications for your social media marketing efforts.
Ignoring the decisions of Twitter to become like a hybrid Facebook – the character limit increase and the timeline changes – you might think that it’s becoming a ‘big brand’ paid advertising network. But ignore the death knells from the recent reports about user growth stagnating and diving share prices –Twitter’s not going anywhere for a while yet.
Regarding the change on Twitter -the relevancy of a tweet shouldn’t matter too much to you. Yes there’s a lot of time and energy spent into perfecting the perfect time to tweet to your audience. But if you make sure your audience is clearly defined, your content is perfectly matched to them and your individual tweets are engaging to your market then you should still reach a lot of people. It’s something you should be doing now, so it’s not going to alter after this change.
So I’m not going to bang on too much about Twitter. But if you have all your social media marketing eggs in one basket, it might be time to look at some other options.
Now more than ever requires you to make sure that you are on the right platform for your audience. It’s probably basic thinking but it’s so important. Look at your audience to determine which are the best channels for you. If one you’re on is performing poorly compared to the others work out if it’s time to put it to one side and spend more time on the rest.
Reviewing your social funnel
The customer journey – every part of it – should be planned out. Do you have contact details on your bio? Does your landing page match the message you send out? You want your customer to take action – so make sure that it’s as easy as possible for them to do this. From seeing a post on your account to the final step it should be simple and well thought out. It’s important you keep a lookout for the next big thing. Instagram should now be a ‘primary’ platform – something you should automatically think about being on.
For retail Pinterest as a selling platform is something you should be looking as vital for your marketing efforts.
Periscope, Snapchat, Meerkat – the list of new platforms is endless. So keep an eye on these and if you’re the first on there ahead of your competitors you can quickly become a leader on it.
So it’s not quite #RIPTWITTER just yet, it’s about adding a defib to kickstart adaptable plans.
If you need help with your social media strategy email me [email protected] and we can take it from there
