Twitter pales in comparison to Facebook in terms of advertising, yet it’s still an important platform for SMEs to engage with potential customers and other brands. The sweeping changes introduced since Elon Musk’s takeover mean the blue bird might be singing a different tune.
Here are some ways the experience might change for SMEs.
Paid profiles and authenticating all humans
Before Musk, you had to earn the coveted blue tick that convinced others you were trustworthy. These days you can get the blue tick for $8, meaning consumers and SMEs have to find other ways to earn credibility.
The chaotic nature in which the new verification process is being rolled out shows SMEs might have to take more responsibility for their reputation on Twitter. Paid verification will also have an impact on small business owners who can’t find the extra change to buy a good name, or live in countries where online payment options are limited.
Are the troll gates opening?
Often accused of being the ultimate troll, Elon Musk has already restored some controversial accounts in his effort to promote what he considers free speech. This has led big advertisers like Apple to pull out. Some SMEs worry about Twitter becoming more toxic. SMEs are going to have to choose to leave if Twitter doesn’t represent their values, or stay on and become the champions of pluralism and civil discourse.
Paid services and advertising
One of the biggest worries for SMEs is that Twitter might become a paid service, pushing millions of users to other social media platforms. While waiting to see what happens, Pepsi, General Motors, and other large corporations pulling out brings down the cost of advertising for small businesses.
The biggest risk for established small businesses on Twitter is that its future might ultimately depend on who likes Musk. Most businesses would prefer if the conversation remains on how Twitter can help them.
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