The most recent headlines in the social media world suggest there's waning interest in the micro-blogging social site Twitter. The platform boasts 248 million monthly users, but the Facebook-owned picture and video-sharing site Instagram recently overtook it (1). That website now claims to have 300 million users every month, which is a fairly strong jump from earlier in the year. Does this mean businesses that use Twitter to connect and communicate with buyers should give the social network a rest?
It's not advisable. Twitter remains an effective online marketing tool to bring customers who may be interested in a brand into contact with the company. One of the ways businesses can facilitate relationships with buyers through Twitter is by making use of its list function (2). This allows the company to create a visual representation of its followers. A Twitter List can either be public or private, so only others following the feed can see it. Brands are able to leverage these lists to engage both existing customers and prospects, and potentially gain referrals in the process.