It’s been a busy week for Twitter. First and foremost, there was an announcement that the micro-blogging platform has reached an agreement with Google allowing Tweets to be displayed in search results – a monumental shift impacting the visibility of Twitter based content, which has already begun creeping off of the platform to prominence on other vehicles, including TV newscasts and websites.
Then Twitter’s CEO Dick Costolo admitted that Twitter’s been horrible at controlling abusive people on the site, significantly negatively impacting the user experience. The news that the culture will change, coupled with the higher visibility Twitter content can expect to receive going forward, means that many business owners will be forced to reconsider the value of Twitter to their marketing mix.
Twitter now offers exponentially more than the 140 character status updates it once offered. If you haven’t visited Twitter in a while, you should definitely do so now. Features included embedded images, videos, and buy buttons make the platform much more attractive to businesses who want to put their products and services out there. There are also several ways to share Twitter content on your other social media platforms and your own website, expanding the reach of any messaging you could benefit from.
It’s no secret that Twitter has been struggling to find a viable revenue model. Although they have a devoted and active user base, the advertising revenue generated heretofore has been far less than desired. What we’re seeing is Twitter refining its offerings to make the prospect of purchasing advertising more attractive to you, the business owner. Now is a good time to assess what role Twitter plays in your marketing mix, including what content you’re currently sharing and whether or not it meets your needs. Google’s spotlight is coming fast. You want to make sure you’re ready for it.