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The New Twitter Timeline: Did The Pulse of the Planet Just Skip A Beat?

The New Twitter Timeline: Did The Pulse of the Planet Just Skip A Beat?

For a long time, Twitter’s reverse-chronological order timeline has been considered the social media equivalent of the third rail: messing with it in any way, shape, or form would have catastrophic consequences. Social media pundits have predicted a mass exodus of the services’ fanatically loyal user base and that the tentative steps Twitter has made toward effective monetization will be all for naught.

But changes at Twitter have to happen. The social media platform has some well-established systemic problems. While it has proven to be a very effective marketing tool and customer service channel for some brands, the majority of small businesses have a hard time making themselves heard on the site. While Twitter has a reported 974 million users, almost half of those users have never Tweeted at all. After ten years in existence, Twitter’s interface is still considered to be confusing and difficult to navigate. And so Twitter’s done what no one thought they should do: they’ve adopted an algorithmically-driven timeline display.

[Tweet “Monitoring #Twitter as a customer service channel is a renewed priority”]

What does that mean, exactly? Right now, Twitter is selecting a few Tweets – namely those that received a lot of engagement in terms of replies, retweets, and favorites – and displaying those at the top of users’ timeline when they log into Twitter. These Tweets are from accounts users follow, with the logic being that the users may have missed seeing them while they were away from Twitter.

From a marketing perspective, this can be a good thing or a bad thing. If it’s your company’s content or a positive Tweet about the brand garnering all this engagement, nothing could be better than having these Tweets elevated to the top of your follower’s timeline.

But what happens when a user who has a significant number of followers has a beef with your company? Taking their complaint to Twitter and leveraging the loyalty of the masses to spread their discontent can elevate a relatively small issue into a huge PR concern, as this Tweet is now the first thing users will see on their timelines.

Knowing this means that monitoring and responding to Twitter as a customer service channel is a renewed priority for all business owners; inattention to this channel can allow complaints to spiral out of control rapidly. If we’ve learned one thing over the years, it’s that the only way to defuse an impending crisis is prompt, professional responses to customer complaints. If you don’t have a strategy to provide those prompt, professional responses, the time to develop one is now, before a problem arises. And keep an eye on your Twitter notifications. You don’t want to be surprised by learning your customer service issues are the first thing users are reading!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office