There comes a time when signing up new clients when we as PR experts ask our new clients. What social media do you want a presence on? Usually, the answers are a wholesale yes. Tik Tok, tick, Facebook, tick, Linked In, tick, Instagram, tick, Twitter, tick?
But more recently we as PR experts have become less than enthusiastic about putting our clients at the tender mercies of the little blue bird. What can go wrong in 280 characters?
Well not much. But it’s not so much about what we tweet for our clients, but if the brand of Twitter as a whole has become one that is best not to be associated with, in a more wholesale sense. Namely, has Twitter as a brand become if not toxic then at least something to have concerns about.
Even before falling into the less than tender clutches of Tesla owner Elon Musk, the platform has had a less than spotless track record of being a forum for unbalanced opinions and attracting the fringe elements with ‘out there’ views.
Nowhere was this more noticeable than during the COVID-19 pandemic ‘Antivaxxers’ took to the platform spreading their less than scientifically accurate opinions and frankly dangerous quack ‘scientific opinions’.
Perhaps the most infamous Tweeter is former US President, Donald Trump who used the platform to effectively try and usurp a democratic election and incited an invasion of the US Capitol Building, during which US politicians had to be whisked away by bodyguards to prevent them being harmed. A number of police officers and members of the public were also killed and injured.
Twitter was originally designed to be a ‘town square’ where people freely shared and discussed opinions freely without harassment.
It has now become more akin to a space where a frenzied mob roam, people are placed in the stocks and pelted with rotten vegetables. And where the Sheriff is noticeable by their absence.
While the Trump episode led to his banishment for a while, there is a huge catalogue of other incidents where individuals whose views are not seen to be correct, become victims of a hateful mob.
This then transcends the virtual world and leads to people’s names, addresses, and contact details being published. A prime example of this is ‘The Sussex Squad’ ultra-loyal fanatical supporters of Prince Harry and Meghan Markle who have pursed this ‘doxing’ to a new level.
So where does this leave a PR expert advising their client? Asking them if they would like to put their business on a platform where the Taliban has an active account might bring some perspective. While it would be overly negative and naïve to suggest that it is not possible to pursue a good social media strategy with Twitter as part of the mix, the general trend seems that companies big and small are voting with their budgets and halting or severely downgrading their advertising on Twitter.
November media reports suggest that half of Twitter’s top 100 advertisers appear to be no longer advertising on the site. Others have significantly cut their advertising spend. Where big companies go, smaller ones will follow.
On the flip side there are of course some solid reasons to be on Twitter. Despite being only the 15th most popular social media site in the world, it has an audience demographic which would seem to contradict the stereotypical basement-dwelling, keyboard warrior/troll.
In fact, according to statistics, the typical Twitter user is educated and urbane, with an above average salary. The most common Twitter users are aged 25-34. Whilst a large majority of users are from the USA and Canada, nearly 20 per cent are from the UK.
The gender split tips slightly in favour of males but only by a few per cent. When it comes to why people are on Twitter over 80 per cent come for news and are highly politically motivated.
For many clients this demographic might be a bit too young, not well off enough and possibly a bit too engaged. For others it will be just the ticket. Measuring this equation is tricky.
Twitter poses the classic Catch-22. If you post anodyne tweets, you will get passed by. But if you put your head above the parapet, you might get it hash tagged off. The possibility of reputational damage is a clear and present danger, when offset by the upsides.
Drawbacks also come from the manner in which people consume Twitter. Users are not passive consumers of news; they are looking for agency. Twitter acts as an echo chamber for people who are already in their ‘silo’ when it comes to views and opinions. Unlike other social media sites, people will be more likely to engage. Of course, the crux for any client is how they engage. This is a moot point with no certainties.
While some red flags were being raised before Elon Musk bought Twitter, the warning signs have become more apparent. This is because the issue has moved from the question of how content is managed and monitored, to one of asking if the actual company has itself become toxic. Musk began chucking his weight around from the get-go with wholesale mass sackings. Then telling staff they had to work crazy hours and installing beds at Twitter headquarters.
Imbued with his self-proclaimed genius business zeal, he threw a proverbial hand grenade into the running of the business. Some might question where the business genius was in paying way over the odds for a company which has been haemorrhaging cash for year and has never turned a profit?
Since his takeover, Twitter has become a runaway tumbril careering along with no apparent direction. Businesses loath chaos and hold stability as a core value. The question seems to be whether to grit your teeth and hold on. Or close your eyes and jump.
As experts in the field of social media marketing and strategic communications, we are here to help you make the decisions you need to take when it matters most.
To find out how we can help you, why not arrange a social media marketing discovery call with our team today?
