This article was first published on January 4, 2018, and last updated in November 2019.
Even with the increase in tweet length to 280 characters, it may feel like Twitter is too limited to have anything to offer your business. However, you need to bear in mind that the platform has 330 million active users every month. By creating a profile for your business on Twitter and then tweeting about your industry (or other things that matter to your brand), you may be able to reach some of these millions of users. This is a valuable opportunity to enhance your brand awareness and expand your customer base.
Of course, Twitter has its disadvantages as well as advantages. To determine whether this social media platform would be the right fit for your business, you need to consider both the pros and cons.
Pro: Twitter Makes Things Personal
A tweet is more accessible than an official (usually ghostwritten) press release signed by your CEO. It provides users with a clear picture of your brand’s personality, showing a human side of your business.
The challenge is to make sure that your tweets always speak in your brand’s voice and demonstrate your brand’s values. If you have a single social media manager responsible for all your tweets, this is unlikely to pose a problem. However, if you want to allow many employees to tweet, you’ll need to have a style guide that details appropriate topics.
If the tweets from your business account are too personal in nature, your brand may appear unprofessional or irrelevant. Interact with followers about what matters to them, on the other hand, and you’ll gain their trust as well as their attention.
Con: Your Tweets May Go Unnoticed
Twitter receives around 5000 million tweets per day. At that rate, it’s hard to guarantee that your target audience will notice your tweets among the 500 million other tweets posted to the site on a daily basis.
The types of tweets that do receive attention tend to be those that relate to news stories. For instance, if your industry is always changing or often seeing developments, Twitter could be a fit. However, if you’d rarely be able to fit trending hashtags into your campaigns, you may struggle to gain much visibility.
One way to increase visibility and engagement for your tweets is to post at the right time. Although this sounds simple, you will need to put in the effort to test when users are best responding to your tweets. You will then need to set up a strategy to ensure that you are always ready to tweet at the optimal time of day.
Pro: Twitter Helps You Stay Up-to-Date with Trends
Twitter’s never-ending feed also allows you to stay on top of the latest industry trends and gossip. By following the right people and monitoring your Twitter feed, you’ll see what users are talking about. You’ll also find out what people are saying about your brand, your competitors, and your industry. All this will guide both your marketing and business decisions. You can also check out the #Explore page to see what Moments Twitter has created, or other top-tier news events currently happening.
Trends aren’t just for the bigger players in the industry, though. Control what your timeline sees and how people engage with your Tweet by using the platform during live events your organization hosts. Live tweeting makes events like webinars and conferences accessible to everyone, not just those who could afford a ticket or take the time to participate in person.
Con: Twitter Requires Constant Vigilance
The sheer volume of content on Twitter is staggering. To keep your company’s image pristine, you need to constantly pay attention to what users are saying about your business. For example, when customers face an issue, few will have the patience to fill out the online form or send formal email to your customer service team. Instead, they may post an angry tweet. You need someone available to give live responses to these complaints.
If your staff is already overwhelmed, you should consider hiring a social media specialist. If this is unfeasible, it may be better to focus your efforts on a less demanding platform.
Pro: You Can Provide Customer Service on Twitter
Twitter is one of the top social media platforms for customer service. Users can tweet at or message your business with complaints, questions about your services, or even orders. Plus, when you use the platform for feedback, you can respond to concerns and comments. Answering in a timely and considerate way is key, as it enables you to form a bond with your customers — and avoid losing clients.
When you don’t have the space for wordy jargon, your customers will see your company for what it really is. A mere 280 characters may seem ridiculous short. However, with a little time and practice, you’ll come to appreciate the character limit, as it will help you focus on the essentials and develop open, honest communication with your customers.