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Shock! Horror! Stop the press…

At 21six, we no longer use Twitter. That’s right. The tweets have ceased. But why? Well, let us explain:

Every day we draw upon our vast wealth of digital, strategical and social media expertise to advise and guide our clients towards achieving their goals. Each client is different and the work we do for them varies accordingly. We advise some clients to promote themselves across all social channels, depending on their objectives. We advise some to focus solely on Facebook, because that’s where they might be able to make the biggest impact. Others are best off using Instagram to give customers a visual insight into their brand.

No matter what we advise, the point is, we believe brands should only be active on the social channels that are relevant to their target audience. And we trust in our experience to make the right call. So, in the spirit of practicing what we preach, we’ve reassessed our own objectives and decided that Twitter isn’t necessarily our most effective channel right now.

Twitter has established itself as a real-time channel, which is very much suited to brands in sectors that need to carefully deal with instantaneous queries and comments. As such, the reputation of a brand’s customer service can be made or broken with Twitter – it’s a powerful method of communication in this way.

However, with the nature of work we do – and the lack of real-time online discussions we have on a daily basis with our clients – we’ve taken the decision to focus solely on the channels that enable us to present ourselves most effectively online while staying true to our brand values. And to be totally transparent, because Twitter’s targeting isn’t as sophisticated as other social channels, if we continued to use it we would only see a wastage in our media spend – which is exactly the sort of honest direction we’d give our clients if they were in a similar situation…

So, in summary, it’s TTFN for Twitter – but we’ll keep monitoring the channel, as well as our own social strategy, to keep our options open if things should change in the future…