It seems like any time we talk about Twitter, we focus on the reasons to use it. Conversations are always about the benefits, never about potential drawbacks or reasons not to use Twitter. Now, don’t get me wrong. I’m definitely a firm believer that Twitter can be a powerful tool for increasing brand awareness, driving web traffic, generating leads, building trust with consumers and more, but I don’t think Twitter is right for every business.
Here are 3 reasons NOT to use Twitter for your business.
1. Your target audience doesn’t Tweet—While Twitter attracts a diverse crowd, the average user is somewhere in his early to mid 30s. Older users have been slow to adopt Twitter, instead preferring LinkedIn and even Facebook. What does this mean for you? It means there’s a chance your target audience doesn’t really use Twitter.
It’s time to dig up that business plan you stuffed away in some filing cabinet to look at the info about your target demographic. How old are they? How often do they use the internet and social networking? Are they using smart phones to stay mobile?
And if for some reason you don’t know who your target audience is (shame on you), check out this post for tips on identifying your target market.
2. You don’t have time to Tweet—You might already have quite a bit on your plate as it is. Tweeting takes time. It’s not just dropping an update here or there. Being successful with Twitter requires finding the time to interact with your followers and to respond to @replies and direct messages. Engagement is the key.
So, before you sign up on Twitter, you need to ask yourself:
• Do I really have time to Tweet?
• How much time can I realistically devote to Tweeting each day?
• Should someone else handle the company Twitter account?
On that note, check out these tips for increasing your social media productivity.
3. You don’t have a plan or goals—If you’re using Twitter for marketing purposes, you need to have a plan and clearly defined goals. This means figuring out:
• What do I want to accomplish with Twitter?
• How will I measure my results?
• How long will I give myself to reach certain benchmarks and goals?
If you don’t have any goals, then there might not be any point into creating a Twitter account for your business. You’ll just be blindly Tweeting away without a purpose.
There’s a great post on Mashable about creating a social media plan that I highly recommend checking out.
What are some other reasons businesses shouldn’t use Twitter?