The need for a quick response
With the help of the ‘@’ symbol, users are directly addressed, and by incorporating a hashtag (#) individual posts can be assigned to specific topics. Tweets coupled with photos, videos, or links are particularly effective in grabbing your followers’ interest. Ideally, with enough exposure, Tweets geared at target groups will provide your account with more followers. Another possibility for boosting your business’ profile comes in the form of Twitter Advertising, which provides sponsored profiles and tweets. Operating in real time, Twitter demands quick reactions to current events and a high posting frequency from its users.
High Potential for courting controversy
Although Twitter has proven time and again to be a powerful resource for increasing the reach of your brand or company, those overseeing social media accounts need to be well aware of one potentially dangerous pitfall: hashtag-hijacking. One form of hashtag-hijacking occurs when a Twitter user exploits, knowingly or not, trending topics for their own private gain. Such stints almost always backfire and social media teams often find themselves reeling against a very unforgiving onslaught of outraged users.
Another version of this phenomenon comes about in a very different way. Some companies have seen their Twitter accounts overrun due to a mistake being made in good conscious. By inviting followers, or the broader Twittersphere, to comment via a promotional hashtag on your brand or product with the hopes of gaining popularity, you are putting yourself at the mercy of the general public. The results of this aren’t always pretty and may require extensive damage control measures to be taken.
➔ With its high post rate and real time posting, Twitter can be a helpful medium for interacting with potential clients and customers. Further advantages include the ability to share links, pictures, and videos. Drawbacks are the 140 maximum character length and the potential for mass backlash against promotional campaigns.