There are few social networks that have the level of acceptance of Twitter, it is a platform that has been favored by users of all ages, socioeconomic levels and genders. With only 140 characters it has been possible to communicate from social dissidents to presidential victories. There is no doubt that his arrival in the social media space significantly complemented the Finland Mobile Phone Numbers List experience that Facebook had created. It is worth starting by clarifying that I am a fervent Twitter user and that I consider it my favorite social network above facebook, google + and foursquare. I have used the top offers in the category and always return to the platform microblogging . Once my predilection for service has been clarified, it is important to say that it has many weaknesses that accompany its strengths and as it almost always happens, you have to take advantage of the good and avoid the bad.
There are 5 things that I think are essential in which twitter simply falls short, however, it is not always the blue bird that is guilty, many times it is the wrong demand and expectations that are unreal. 1. Twitter does not replace traditional brand communicatio Again and again I find brands that depend on twitter to cement their position in the market. In the opinion of one columnist it is a giant mistake. The strength of the platform is the dissemination of short messages to a group of people as quickly as possible, its purpose is not to be the sustenance of such communication. We cannot expect to convey all the values of a commercial offering in 140 character installments.
Twitter should act as the hinge of a communication strategy, it is the ideal bridge between digital messages and those of the physical world. If we look at the success stories of brands on the platform we will see that they are those that are already recognized in the market, the twitter account only acts as a new point of contact with the consumer.
2. The objective is not the trending topic It scares me a lot when a brand tells me that their Twitter strategy was a success because they were a trending topic or top result. If we think about it, the objective of starting a strategy in this social network is to detonate a rich and productive conversation with customers. A different ultimate goal is a perversion of the strategy and a misunderstanding of the platform. What usually happens with trending topics is that the brand (naturally) loses control of the hashtag and becomes one more element of the geosocial landscape.
Within our success reports we must resist the temptation to promote the indiscriminate massification of the message, let’s be honest, there are few really massive brands. If your brand is Koblenz and you sell vacuum cleaners it makes little sense to try to be a trending topic; however, today it is the obsession of more than one community manager. Sadder still to show it off during a job interview, an example that the goal is to showcase the strategy and not the conversation with the client. 3. It is inefficient par excellence If we look at the CTR (click through rate) studies of twitter we will see that the probability that a user clicks on a link of yours is very low. You can create the best message and the best strategy and success is not guaranteed, that does not happen with such inefficiency in other media. You can create a strategy for months and just the day you launch something of national or global significance happens and your effort will be forgotten.
The purpose of twitter is to deliver a lot of information very quickly, not to guarantee attention to such content, it is enough and needless to see your timeline every 2 minutes to see that the speed with which it moves makes it impossible to have Phone Number List attention with consumers. In short, efficiency and success are expected from a platform that behaves more like Las Vegas roulette than an expected value with statistical success. 4. The secret is in the Share of Voice Most marketers are more concerned with the number of followers and those of their competition than with the quality of the conversations. Not only the problem is the number of followers, it is not understood that the value is in being the protagonists of the conversation, which inexorably involves greater attention and personalization, not overcrowding.