Social media plays an important role in business today. Marketing professionals use services like Facebook, Twitter and LinkedIn to promote their brands and cultivate relationships with current and prospective clients. In some cases, these leading networking systems allowed users to publish similar content seamlessly, which helped make multi-platform marketing easy to manage. However, Twitter recently altered its stance on the use of their API, and LinkedIn users can no longer post updates from the popular microblogging website.
While Tweets will no longer be displayed on LinkedIn as of June 29, 2012, users can still share updates with their Twitter audience by posting the content on LinkedIn. The expiring contract simply creates an additional step users will need to take in order to share worthwhile content with their networks.
In this latest development, some experts criticize the update and claim the stricter guidelines around how the Twitter API can be used prevents third-party developers from succeeding in the marketplace. Other professionals believe this marks the end of Twitter as an open platform.
Either way, professionals who use Twitter for their online marketing efforts should keep abreast of the latest guidelines unveiled by the company. If developers continue to alter how people can use the service in a professional manner, it may no longer be worth the investment of time or resources.