Paul and David have been on Twitter for 15 years. While we were some of the first business tech journalists to use it, we have also spent a considerable amount of time investing in the care and cultivation of our accounts, and Paul has written several books about social media marketing. Even before the circus called Elon came to the Twittersphere, we had planned to devote a podcast to discussing whether Twitter can thrive in the era of constant outrage or whether it is destined to be another Myspace.
A couple of interesting sources informed this discussion, including Jon Faverau’s interview with Twitter Co- founder Ev Williams, in which Williams recounts some of the early decisions that drove Twitter’s architecture and news orientation. There was also this piece by Jonathan Haidt in the Atlantic on how the past decade of our lives have been influenced by social media and especially how the retweet function has driven misinformation and disinformation. Haidt believes social media has weakened the intrinsic trust that we place in each other.
While Elon’s dreams of a truly open source and “inclusive arena for free speech” might be taking Twitter down the wrong path, there are still many reasons for B2B marketers to use the network as long as they are authentic, can stick to their knitting and promote longer forms of content such as blogs and, yes, podcasts and videos. Just stay in your swim lane.