I Don’t Get Twitter

how to use Twitter for brands

Yes, I said it. I don’t get Twitter. To be more specific: I don’t understand why I use Twitter.

There was awhile about three months ago when I thought I was finally figuring it out. I was participating in chats, sharing interesting information, getting RTs and finding people who provided insightful information that I enjoyed.

Flash forward to now: My Twitter follower growth has gone stagnant (except for the occasional robot or porn star) and RTs are hard to come by. To top it off, I’m overwhelmed. I follow way too many people, but I don’t want to unfollow them for fear they might unfollow me and then my follow count will go down and people won’t consider me an influencer and AHHHHH! I’m freaking out, man.

Along with my personal issues with Twitter, I have no idea what I am doing on it when it comes to my brand accounts. I’ve read the articles, tested the theories and tried to be “useful” to fans. But it isn’t working.

So I’ve come to the conclusion: some people and brands aren’t meant to be on Twitter.

My conclusion really came about a few weeks ago when I read this article from the Atlantic. The title? “Be Better at Twitter: The Definitive, Data-Driven Guide. “Sign me up,” I thought.

To the Atlantic’s credit, the info was great. They looked at about 43,000 unique tweets and asked users for their feedback about them. What they found useful, what they found funny and what pissed them off to no end. The result of what we should all be doing on Twitter?

“Do be useful. Do be novel. Do be compelling. Do not, under any circumstances, be boring.”

Well, hell. I’m trying to be all those things – for personal and my brand accounts – with little success.

Here’s my edited conclusion:

Do be useful. Do be novel. Do be compelling. Do not, under any circumstances, be boring. If you can’t do all these things, don’t do it at all!

Every community manager gets the question from a higher up about why they haven’t put a brand on a certain social network. “Why aren’t we tweeting? Why aren’t we on Instagram?” Sometimes they answer should be: Because consumers won’t get any value from us there.

If you can’t provide value to consumers, don’t use it. And if you can’t provide value to yourself and others, don’t use it.

I’m going to take a step back from Twitter in the next few weeks and see if I can’t find and provide more value on other social channels, like G+, Pinterest and Instagram. Then I’m going to take what I learn and do the same for my brands. Maybe if I finally leave Twitter, I’ll get it.

So tell me folks – do you get Twitter?


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