Building a Twitter Strategy for 2023

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Twitter has changed a lot in the last 6 months or so. There’s been so much reshuffling and a whole lot more speculation about its future and relevance. For the moment, Twitter is still as powerful as ever. Will this last, though? How do we approach Twitter in 2023? We asked content strategist and author, Kim Scaravelli, for her insights. Here’s a summary of our chat.

Guest: Kim Scaravelli
Topic: Building a Twitter strategy for 2023
Format: eight questions directed at the guest. Everyone’s welcome to share.

Q1: Why is it important to have a Twitter strategy in 2023?

Having a strategy is important because it helps you align your content and activities with your goals. Particularly now, as Twitter undergoes drastic changes, having a strategy will help you stay in focus and not get distracted by every trending hashtag.

As our friends from Social Media Pulse pointed out, Twitter’s advertising options have taken a hit over the last few months, and organic reach is becoming more relevant. Having a strategy will help you plan in advance and stay ahead of the curve.

Q2: What should you do differently this year to previous years?

Try and branch out, as our guest suggested. If you’ve historically only been on one platform, this is a good time to try a few others that you know your audience is on.

That doesn’t mean Twitter, as we know it, is over. Instead, tread lightly—keep an eye on upcoming changes, but at the same time, explore other options as well.

While you’re at it, focus on building your authority—on Twitter and other social platforms. The more credibility you have on any social channel, the stronger your community will be.

Despite all the disruptions in the back end, Twitter’s popularity and usage are only growing. This means there’s a lot more noise than ever out there. As Christine suggested, this is the best time to use Twitter’s built-in features like Lists and Communities to filter out distractions from your feed.

Q3: What does it mean to build authority “on site”?

Social channels generally prefer posts that keep the user on the platform, rather than posts that make them click away. That’s what it means to be “on site”. On Twitter, for example, a thread might perform better than a tweet with a link to a page or blog. To build credibility on site, try and convert the ideas on your page or blog into a Twitter thread.

By doing this, you be giving your audience what they want in a format that they don’t expect. So make it so good and worthwhile that they automatically go looking for your website and blog.

Building authority is essentially getting people to trust you and your words, as Adriana pointed out. To do this, you need to have a personality—a little confidence goes a long way, but too much confidence may seem arrogant. Being genuine and confident at the same time is crucial to building authority.

Q4: Share some examples of link-free tweets that can get high engagement.

Twitter threads can be great link-free tweets. So can polls, questions, surveys, one-liners, and testimonials. Once you start thinking about being creative with your tweets, there’s so much you can do.

Q5: Is Twitter Blue worth it?

It depends on how much you use Twitter, as Madalyn pointed out. For her, its exclusive features are a great investment. She even has an article that explains Twitter Blue and whether it’s worth considering. Check it out:

Our guest thought differently. From her perspective, the idea of paying for verification wasn’t a great move from Twitter.

Q6: What do you do if your audience is moving away from Twitter?

Focus on your audience. If they’re moving away, then it makes sense for you to do the same. If you’re using social media to build professional relationships, it’s important that you’re on a platform that your audience is on. Remember, though, move only if your audience moves. Don’t leave just because you’re frustrated with Twitter management.

As Benjamin pointed out, if you notice your audience moving, it might be good to try and understand what’s driving them away. People do all kinds of things for all kinds of reasons. Do you see a pattern? And is that pattern aligned with your professional goals? If so, it might be worth following your audience.

Q7: Is 4000-character tweets a good idea?

Our guest doesn’t think so. As she said, having a big character allowance opens up the platform for people who like to rant a lot. It’s too easy to get lost in large chunks of text and miss the point of a tweet.

Most people in our #TwitterSmarter chat agreed with our guest. 4000 is a bit too much for Twitter, and it’ll ruin the charm of Twitter for many. Besides, as our friends from VirtuDesk said, the 240-character limit ensures that tweets are short and to the point.

Q8: What do you still love about Twitter?

For our guest, it’s the people she’s met on the platform, as well as the concision it demands from users. It takes constant creativity to keep up with what’s going on and share meaningful content.

For Kathy, it’s the ability to engage and share insights with industry leaders, popular icons, peers, and people she looks up to.

Well folks, that’s all from me this week. Thanks for reading through and for more great insights from our chat with Kim, have a look at this Twitter thread. If you like this summary, you’ll love the real-time chat. Join us next Thursday at 1 pm ET for #TwitterSmarter. We also have an after-chat on Twitter Spaces at 5 pm ET. See you there!

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About me, Narmadhaa:

I write all the things—marketing stuff to pay the bills; haiku and short stories so I feel wholesome. A social media enthusiast, I hang out with the #TwitterSmarter chat crew, and am always happy to take on writing gigs.

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