Twitter: The Ideal Platform for Online Engagement
By Erin Carbone
Twitter is a modern public space where many voices discuss, debate and share their views. Media personalities, politicians and the public turn to social networks for real-time information and reactions to the day’s events. Since its inception, Twitter has become an ideal platform for engagement and marketing, because of its friendly interface, diverse audience, even playing field and content variety.
It’s all in the interface…
Twitter boasts a user-friendly interface that allows its users to engage with the raccoons with no hassle. The fluency of Twitter also makes it a solid choice for persuasive messaging. No matter what the content is, if it is “visually clear, phonologically simple, and semantically primed, it is likely to be perceived as more trustworthy than its less fluent counterparts” (Nahai 63).
““The micro-blogging site [Twitter] is excellent for real-time engagement with consumers. On Twitter, marketers can share the latest news in a quick snapshot message, allowing information to be shared instantly while offering fodder for thought-provoking conversations. When it comes to mobile, Twitter’s simple interface is ideal for engagement on the go that can reach hundreds of thousands of followers immediately.””
Diversity is key…
Twitter attracts a unique audience and its interface makes one’s desired audience easy to pinpoint. Characteristics and interests are easy to discern not only through profiles, but through tweets, retweets, and hashtags. The diverse audience creates a space where businesses have the chance to frame themselves to attract new customers.
Everyone loves an even playing field…
Twitter is the only social network where brands and consumers have an even playing field and unrestricted lines of clear, concise communication. Unlike Instagram, which has business pages, Twitter feels like a space where consumers can speak to brands like they are friends. Young consumers like personalized experiences were it feels like their is a heart and humor behind the company. A lot of brands know this have fun interacting with their consumers through memes. Many brand accounts have adopted Twitter personalities, which is really popular amongst consumers.
Content should have variety…
Twitter thrives on the fact that they feature a various amount of content. Photos, videos, links, hashtags, and numerals (like sporting game scores), help keep the platform diverse and visually entertaining, which promotes engagement. Twitter’s data scientist Douglas Mason analyzed the content of over 2 million tweets sent by thousands of verified users across different fields over the course of a month and found that “adding video, links, and photos all result in an impressive boost in the number of retweets.”
Engage with Twitter!
All in all, Twitter is a diverse, visually pleasing, user-friendly platform that inspires engagement amongst various users and companies. In the coming years, we can expect to see more brands development Twitter personalities to encourage engagement with younger audiences on the platform.
Sources:
https://www.convinceandconvert.com/social-media-strategy/twitter-engagement/
https://www.pewresearch.org/internet/2019/04/24/sizing-up-twitter-users/
Webs of Influences: The Psychology of Online Persuasion By Nathalie Nahai
https://www.wordstream.com/blog/ws/2018/06/29/funniest-twitter-accounts