The negativity from Twitter users came in response to a report from BuzzFeed, which outlined plans by the company to change the way its user’s tweets would be displayed.
Although the source of the information was not disclosed, the report indicated a move towards tweets being displayed in order of priority rather than chronological order. Raising concern that less high profile accounts would possibly become invisible in light of the changes and Twitter was possibly moving to a more Facebook approach in displaying the content shared by its users.
Whether there is any truth in this news remains to be seen, however just weeks after social media site Friends Reunited logged off for the final time, it does raise the question what impact do decisions by these social media giants have on you and your business?
This may at first seem a strange consideration, however irrespective of which social media platform you use to promote your brand and build awareness amongst your potential target audience; these news stories just go to highlight, no matter how great your social media strategy; ultimately, when it comes to the running of these websites, you have no influence over decisions that may have a detrimental effect on your online presence.
If you have 1,000 or 10,000+ followers and Twitter decides to change how it displays tweets, it may cause your content to no longer be particularly visible and having a huge following will be of little or no benefit to your brand if you cannot maintain awareness of it.
Time to move followers offline?
A great way is to offer exclusive offers to subscribers of your newsletter, but if this is the hook you use, ensure you send out regular newsletters and include exclusive promotions as relevant.
If your followers are attending the same industry or networking events as you, it could be worth arranging a face to face meeting to help further build your connection and exchange business contact details. Whatever is right for you and your business, just ensure that you are not dependant on your social media account being the only point of contact with your brand ambassadors.
It is also worth considering being active on more than one social media platform and sign posting followers from one to the other. Just keep in mind that although social media is essentially a free marketing tool, if you are spending time on it you need to ensure you are gaining relevant return otherwise it can become expensive in terms of your time.
Should it be the case that these changes are introduced by Twitter, the overzealous wailings of #RIPTwitter are possibly vastly overdramatic, but who knows?
So, before Twitter or any of the other social media platforms make changes that you may not agree with or that potentially can have a negative impact on your brand awareness; find a way to capture your followers details, so you can stay in touch no matter what the decision makers at Facebook, Twitter, Linkedin etc. decide going forward.