Why We Decided to Dump Twitter
It seems fitting that on Dia de los Muertos, a popular holiday here in San Diego and in nearby Mexico, we killed our Twitter account.
The reasons for deactivating our account this week and, most likely, abandoning the social platform after a 30-day “cooling period” are:
- We didn’t get much traction.
- The site seemed to be down as much as it was up.
- We’re a little worried about Twitter’s future, given the rise of trolls and number of high-profile accounts that have been hijacked.
- We have other things to do with our limited time.
You get what you put into a social media site, and we just never nurtured Twitter as well as we might. I’ve launched Twitter accounts for previous organizations, and each gained hundreds of followers within months, if not weeks. But this time was different. Partly it was our strategy, which initially was connecting with fellow custom content and content marketing companies before shifting to technology experts exclusively since that’s the space where we specialize. But because we weren’t inventing new software or solving cybersecurity problems, we didn’t have a lot to contribute to conversations. And when we did have something to say, no one seemed to listen, let alone opt to share it.
We’re also not in the breaking news business, which would have made Twitter worthwhile for us. Were I still a reporter, Twitter would have been my go-to online tool to follow, cover and dispense news. But Twirling Tiger Media creates a different type of content that, so we learned, doesn’t appeal to news junkies.
Access was another issue. At least a few times weekly, and sometimes daily, the site was down. Reliability is important, even for low-profile users like us. So is staying secure, and Twitter seems to attract its share of malicious hackers. Truncated URLs make it easy to get users to open malicious sites, especially if those users don’t have aggressive antimalware engines revved. It also seemed to be a place where trolls thrived. (Case in point: Listen to a recent Fresh Air segment with journalist David French.)
Finally, all brands must decide where to devote limited resources when it comes to social media. Rather than cross-promoting posts via Twitter and daily updating our feeds, we believe it’s best to focus on other platforms. For us, it’s our Facebook page and our monthly e-newsletter. Perhaps in the future, we’ll reconsider Twitter or the Next Big Thing that usurps it.
For now, it’s adios.