Public Relations & Social Marketing Insight

Twitter is only the second social network to truly stick fast. It has evolved since its inception to house photographs and other media, and successfully monetised itself without driving loyal users away. Crucially it has remained free at the point of use.

We have reached the stage whereby companies must add ‘a Twitter feed’ to their increasing list of things to do, on top of the phone number, website, contact email and Facebook page.

This important background explains why certain brands and businesses have opted not to have a Twitter feed. To leap on every social media bandwagon could turn out to be a waste of time. However, given Twitter’s huge success relative to other platforms, it also shows prioritising Twitter is essential for brands if they are to successfully engage audiences....