Twitter is in trouble. The company recently missed earnings estimates for the second time in four quarters, and had to strike a deal with activist investor firm Elliott Management which had “been trying to push (Jack) Dorsey out as part of an overhaul to Twitter’s business.” Could creating a “Twitter for business” service level be part of the answer?
Twitter is generally viewed as the second-best social network for B2B marketing, behind only LinkedIn. In the current environment where the coronavirus outbreak and COVID-19 pandemic have shut down live events and even coffee meetings, forcing increased online interaction, B2B marketing activity on Twitter should be exploding.
But it’s not. Though 90% of B2B software companies are on Twitter, barely half are active. Of the top 500 people in event marketing per BizBash magazine (a group that should definitely be social media active), just 119—less than a quarter—even have a Twitter account, and many of those are inactive. Most providers of brand monitoring tools don’t even bother monitoring their own brand mentions on Twitter.