Twitter Launches New 'Agency Playbook' to Help Businesses Better Understand the Platform

Whenever a social platform releases a new guide on how and why brands should be using it for marketing purposes, you expect a few over-enthusiastic claims, a few 'we're better than all the rest' type statements that are maybe, possibly, kind of true. Twitter is interest-based. People follow their friends and family, sure. But more often, they follow people who they find interesting - who talk about the topics, trends, news, memes, and events that are relevant to them. Because of this, Twitter doesn’t carry the social obligations that can create confusion on other platforms. People don’t “like” a Tweet because it is from their aunt or they used to work with the sender. They engage with a Tweet because they are genuinely interested in its topic. That’s what sets a Twitter “like” or “Retweet” or “follow” apart from similar gestures on other platforms. When a person follows you on Twitter, they have their attention and interest, not just their association.