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Why Twitter won’t disappear

Standing on the shoulders of business.

You’ve probably heard rumblings lately of Twitter’s impending ‘doom.’

Its stock is downThe company is up for sale (but nobody’s buying). More layoffs are looming.

But Twitter will not die. And this is due, in large part, to the business audience that has adopted the social media giant as their micro-blogging network of choice. Business pros are experts at what they do, but few have the time to become proficient in a new social media platform. Imagine trying to coordinate the sales, marketing, operations, execs, owners and corporate professionals from enterprises across the globe to start effectively using the same new social network. With Twitter, this seemingly impossible task has already been accomplished.

The sticky effect of Twitter

Now every corporate event across North America has its own hashtag and every attendee understands what that means. Companies brand Twitter handles and invest heavily – with time, training and ad dollars – to get that brand established within the platform. Sales pros add their profile links to business cards and instantly connect with prospects using a single tweet.

Twitter has become so integrated within our business world that we couldn’t possibly abandon it, even if we wanted to.

     Related: 3 quick ways to start social selling          

Can companies move to other platforms?

And what is there to replace Twitter? Facebook doesn’t currently have the same aggregation methods that event and conference attendees rely on to gather comments, hashtags and users in one simple feed. Instagram is beautiful and offers the simplicity required, but you don’t see business pros snapping photos or taking videos at every turn. LinkedIn would have the best shot of pulling together the business community, but it lacks a wide-open micro-blogging aspect – and that’s never going to be their business model. And if your mind is going there, you can forget about Snapchat for B2B altogether.

So we return to Twitter – and when you get back to it, you feel a sense of home. It’s the place to post a quick comment. It’s the network we’ve sold our teams on and that people understand best. You can reach out and chat with anyone – peers, thought-leaders, execs and brands. It’s casual enough that you don’t have to worry if you misspelled something or used improper grammar (within reason, of course). And that photo you snapped of a presentation slide doesn’t have to be a masterpiece.

The driving force is accessibility

Accessibility has become the mainstay of Twitter for business. It’s the perfectly packaged corporate engine that can put on dress pants when need be, but can unbutton its shirt and let loose whenever it wants.

And now Twitter is heavily investing in live video, airing NFL games (licensing restrictions are still curbing Canadian streams) and U.S. presidential debates directly from your feed. If this proves effective in the long-term by capturing new users and re-engaging the existing base, there will be countless opportunities to integrate into the business community.

So the kids may run from Twitter, but the business pros of any age will see its value. The trick now for this monster social network is to figure out how business will evolve, then prep their platform to stay a few steps ahead. Making Twitter easier, more accessible and relevant for everyday business use will keep it alive and thriving with an enhanced and fully engaged community. And these people have dollars to spend.

What’s your take on Twitter for business? Tell us in the comments below. 

Up Next: Social recruiting and finding your perfect employee online

Mark Glucki

Mark has been developing digital blog communities for 10+ years that connect business and tech pros with their inspirational stories. He developed a North American best practice for creating positive experiences on social media networks and spends as much time learning about entrepreneur success stories as he does producing content for others to enjoy. Mark is also a commercial photographer focusing on product and location images. His work can be seen at Wonderlab Photo.

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