Should Brands 'Break Up' With Twitter?

You may have noticed the recent upheaval at Twitter. It is causing some brands to have a crisis of confidence, leaving them wondering whether it's time to "break up" with Twitter. Twitter's public social media and private messaging elements are not only unique but also important components in many brands' digital customer engagement strategy. Private messaging is hugely popular among consumers, especially those 45 and under.

Sticking with Twitter is an understandable decision, but it may require a change in customer engagement strategy to maintain a level of control and order. Even if brands decide to stick with Twitter, they may wish to also explore other avenues for digital engagement. WhatsApp, Facebook Messenger, and SMS are some of these alternatives which offer secure encryption, integrated shopping experiences, and universal reach.

Verint's analysis found no notable reduction in the volume of customer interactions on Twitter, and it remains the most widely adopted social media channel. Twitter is still a viable and important platform for customer engagement, especially for the public nature of the platform and its quick connection. Brands should consider diversifying their social media presence while staying the course with Twitter to ensure success.