If your goal is to guide users to your content, and you’re using Twitter as a primary means to do so, you are throwing time and effort in the trash… I know- sad but true. There are, theoretically, endless examples to back up such a bold statement, but for now we’ll stick to one that most everyone who doesn’t live under a rock could grasp with ease.
Once upon a time, little Miss Miley Cyrus read an article published by LA Weekly about herself. Evidently, she liked it enough that she decided to share it with her followers on Twitter. Accompanied with this tweet was a message to the effect of “You need to read this”. You know how her fans are die-hard, arguably to the point of insanity? Well if you were to personify Twitter and say so to him/her, they would disagree.
At the time of said Tweet, Ms. Cyrus had well over 2 million followers on Twitter. However, of this gigantic pool of followers, only about 2,000 actually bothered to read the article. It’s not that her fans aren’t loyal, but rather that Twitter just isn’t as good at driving traffic as other social media channels (and even some non-social media websites).
Although there are some stories/users that manage to break this rule of thumb every now and then, generally speaking, it holds true.
This doesn’t mean that, as a business or organization, Twitter is useless. After all, it’s one of the best, if not the single best means to keep your fans up to date on the here-and-now of what’s going on in your neck of the woods, to put it loosely.
That’s simply just how Twitter is, was meant to be, and always will be. To compare, on Facebook when you have a “friend” (in quotations for a reason. Seriously. How many of the people on your friends list do you actually hang out with?) who posts all day, every day; too many times a day- a “wow, why am I only seeing one person in my newsfeed” amount of times per day, odds are you will unfollow their posts because it’s annoying. But on Twitter, users are expected to post like crazy. That’s because the popularity of a tweet dies rapidly whereas on Facebook, posts are meant to linger around for the day and sometimes even the next few days.
If you want to read more, check out this article which inspired this blog post.