Leadership & Productivity

Forget Twitter: Scaleups must embrace other social media platforms

4 min read

25 October 2017

Former special projects journalist

In surveying a group of business leaders, it was found that 46 per cent do not see the use of Twitter any more – the main criticism being that there is a “lack of useful engagement” on the platform.

Businesses looking to scale need to better explore marketing avenues, a survey of social media platform marketers by Hopper HQ has revealed.

In surveying a group of business leaders, it was found that 46 per cent do not see the use of Twitter any more – the main criticism being that there is a “lack of useful engagement” on the platform.

Other reasons cited for not liking Twitter for business purposes included “trolling” and “negative users”.

Some 72 per cent of respondents believed that each client/ their employer would not spend a penny on Twitter ads on a monthly basis. By comparison, the average monthly ad spend on Instagram was estimated at £7,000, and £12,000 on Facebook.

When asked what changes they would like to see made to social media platforms, 80 per cent said they would like live links added to Instagram, and 94 per cent indicated they’d see value in an “edit tweet” feature. Only two per cent of those asked used Snapchat professionally.

The survey also concluded 60 per cent of marketing professionals are spending at least two hours doing unpaid work over the weekends managing social media accounts. As a result, the average worker could be due up to £2,436 in overtime each year.

Hopper HQ co-founder Mike Bandar said: “It’s astonishing to see just how much time marketers are taking out of their weekday evenings and weekends to work. This appears to have become a necessary evil within our industry.

“One respondent even said that they worked up to 20 unpaid hours out of work. It’s a testament to how far marketing agencies and their teams go to meet client needs, but also shines the light on the need for better tools and methods to increase agency efficiency.

“We know that Snapchat and Twitter have been decreasing in popularity, however to see such a small amount of people within marketing using them for client or employer marketing purposes is surprising. We know that there are fundamental issues with how certain social media platforms work and how marketers can use them effectively, and I think our survey has uncovered some of the moving trends in the space.”

According to research by Marketing Sherpa, younger people are more likely to follow brands on social media – only 35 per cent of 55-64 year olds and 35 per cent of 65+ year olds followed brands on social media, compared to 95 per cent of 18-34 year olds.
It is therefore necessary for businesses to consider their demographic when deciding how to interact with customers.

Sometimes, the old ways are the best – a report by Google found that 47 per cent of mobile searchers would be more likely to explore other brands if a business did not have a phone number included with its search results.

This article is part of a wider campaign called the Scale-up Hub, a section of Real Business that provides essential advice and inspiration on taking your business to the next level. It’s produced in association with webexpenses and webonboarding, a fast-growing global organisation that provides cloud-based software services that automate expenses management and streamline the employee onboarding process.