Twitter brand pages are certainly much different than those on Google+ and Facebook. Twitter has planned some upgrades; however these may not change much in the way of user interaction. If we break it down, users primarily interact with others through their Twitter timeline, meaning that they rarely visit a company page. Even if Twitter adds a bunch of bells and whistles, it may not break the habit and effectiveness of timeline engagement.
Even brands that have customers that tend to do a lot of product research, Twitter will likely remain a place for customer service, trend information, and news tips. If a user does choose to further their research on Twitter, they’re more likely to search hashtags or visit shared articles rather than visiting a Twitter brand page.
Some of the proposed changes include features such as contest and eCommerce that may turn brand pages into a digital storefront. Twitter originally launched a limited version of their brand pages back in December, and the latest round is partly a response to Facebook’s new Timeline for Pages, which was released in early March.
It’s fantastic to know that Twitter is working to make brand pages more engaging, especially due to the reach and engagement within the feed itself. Creating an on-site destination can only help with relationship building, continuing the development of those ‘strong ties’.
However, there are a few things to consider when projecting success. For one, consumers spend considerably less time on Twitter than on Facebook, as an average. Twitter users are also considerably more likely to access the network via mobile. Users also check their feeds for quick messages, not for in depth engagement. This is distinctively different from Facebook, however it shouldn’t be viewed as something detrimental. It’s an asset.
Given measurability, Twitter has far more reach and is much easier to track due to the open nature of the network when compared to Facebook and the new Google+. This is great for social reputation management, getting an idea of what users are saying about a brand. The idea of being able to “pin” a tweet to the top of a brand page isn’t a new one, but it will be interesting to see how it’s implemented should Twitter choose to adopt it.
Unless something drastic happens with brand pages, it’s unlikely that it will be any sort of strategic game changer. It will create a better first impression for Twitter users, sure, but not much beyond that. Should eCommerce and contest features arrive, we should see brands investing a lot more time and money.
Would you engage through a Twitter brand page? How do you think the pages will stack up against Facebook’s variation?