Despite the platform’s challenges, X (formerly Twitter) remains a place where many high-profile individuals go to speak directly to the public, bypassing the media. X also presents opportunities for brands to connect with their audiences, providing a channel for customer service. This chapter outlines how brands might consider using X in their marketing. It covers:
- Benefits of using X: There are still opportunities for brands using X. How can organisations harness the real-time, always-on nature of the platform in their marketing?
- Getting followers: Whether the brand is starting on X or maintaining an account, it is important to attract followers. What steps can they take to get more followers to their account?
- Rules of engagement: Compared with other platforms, X is not the most intuitive for users. What are the basic rules for marketers managing an account on X?