2   Twitter Strengths and Weaknesses

Strengths


·       Twitter can be used for Customer Service as it allows businesses to have two-way communication with customers, and 77% of consumers have a more positive attitude towards businesses that reply to their tweets.

·       54% of Twitter users search for a brand, or retweet content, after seeing a favourable tweet, and as Twitter has over 330 million users, it gives businesses a massive potential audience.

·       Twitter has automating tools, which gives businesses the opportunity to create several tweets which can then be posted at allocated times. 

·       As tweets only have 240 characters, they are quick to produce, businesses can connect to their followers and distribute content easily.



Weaknesses 


·       Twitter may have over 330 million users, but this can be a real disadvantage as a company’s followers can also be following many more accounts, or a follower may not be a very active user therefore, even though followers will receive the tweet, they may not necessarily read it.

·       Twitter is very time consuming; businesses need to connect regularly with their consumers.  Larger companies need to engage full-time staff to create engaging content and respond quickly and efficiently to enquiries and complaints.

·       Followers may not necessarily like what a company has to say, and can tweet a negative response, this can then be shared like a virus, and businesses must work hard to give positive responses.

·       With over 330 million users, it can be very hard for Companies to grow a following.  Time and commitment are necessary.  Interesting, up to the minute content is essential, but it can still take 12 months plus to be able to drive sales.

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