Twitter was never valued as an excellent SEO tool (today, it is said to provide no long term SEO benefits at all). It does not provide useful back links. However, Twitter was one of the first social networks, it was helpful and small. It was living in the shadow of other social media till the Arab spring. At that moment, Twitter was discovered and enjoyed a high exposure in other media. It proved its ability to connect people, and allow them sharing the most exciting moments of their lives. It was never easy to use, difficult to understand, but it was the most beloved social media tool. Searching the site was a really awful experience. However, it was the network where all experts were present in person. Asking questions and providing answers was a part of the social media etiquette. On the other hand, the unique Twitter experience has changed dramatically from 2009.
It was the network that has built a vast network of external developers. It had offered a great API that was free, well documented and had almost no limitations. The independent developers made Twitter the unique experience. Their innovations were beyond the original ideas of the company. These times of independent clients were enjoyable because each one provided the different user experience. Also, Twitter was faster than Google in providing accurate news. Just a few words, one click, and the important news was out. A fire of a skyscraper in Dubai? It was there within seconds. No news agency required the viral news spreads just by retweeting.
Well, this is a history. Today, Twitter is a continuous stream of the advertisement. However, the company is awful in selling adverts, the users are great in tweeting ad messages for free. They usually do not provoke discussions; they just want you to click and gain some traffic. It is “call-to-action”. It destroys all social media platforms, but Twitter suffers most right now. You do not focus on building a well-shaped community sharing same interests; you gain a lot of tweeting robots. They share a lot of tweet with links and pictures, but they do not engage in enriching discussions.
Moreover, automated social media tools send the messages instead of us. We do not have to touch the keyboard. We do not have to think about the idea behind words. We just have to construct the plan to send tweets at the right time to hit most of our followers.
The number of members of the personal network became the most important metrics of the success in the social media universe. We need them because we need to keep the “call-to-action” metrics growing. We employ weird practices to make others click our links. We simplify the content, and we have to attach great photos to make our tweets attractive. A library transformed into Louvre.
There is a new industry – social media strategy and communication. We have new gurus promoting a wonderful life on a beach. They made it just by sending promotional messages to the audience. They just advise what, when and how to post on different social media. Also, they promote many planning, scheduling, and monitoring tools. All the tools like Buffer, HootSuite destroyed the user experience. We have lost the two-way communication channel; everyone just sends messages no one hears.
Twitter is not about a dialogue anymore. It is just screaming of promoted messages. We have become blind. We do not read what others tweet. We expect that it is just another promotional link with an attractive headline. We do not click the link because we do not expect much to get. We expect to see another great website asking for the email address.
It is time for another social media revolution. Twitter will probably limit the possibility to use automated tools in the future. It is the only way how to return a dialogue as a critical success factor. It does not have to allow longer messages because you should go straight to the point in a lively discussion. Finally, it should limit the current focus on sharing links and pictures.