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Why Twitter Brand Pages Aren’t That Important

December 9, 2011 Leave a comment Go to comments

Why Twitter Brand Pages Aren't Very Important

Since it launched in 2007, Twitter has gone from a single utility to a full-fledged social networking site.  Just like Facebook and Google+, it’s now launched “brand pages” that allow owners greater flexibility in controlling how their Twitter page appears.

Meh.

Don’t worry too much if you can’t rush right out and develop a gorgeous customized Twitter profile.  Most people won’t see it.

Sysomos - Non-Official Twitter Client Usage

Twitter was started as a primarily mobile-based communication system (designed to fit the specs of the text messaging protocol for phones) and it still retains much of that heritage in both how it is used.

As a result, most people don’t view Twitter THROUGH Twitter.  They view it through a third-party application.  Check the stats (courtesy of Sysomos):

  • A full 42 percent of Twitter traffic goes through unofficial applications (like Tweetdeck, Ubersocial, Hootsuite, etc.).  None of those people will see the changes made via brand pages.
  • Not only that, but as AdAge notes, the brand pages will only be rolled out through Twitter proper – they won’t immediately be available for all of the OFFICIAL Twitter clients (which account for 22.6 percent of the Twitter traffic).
  • That means that only 35.4 percent of the traffic to Twitter will be able to fully take advantage of the new brand pages.

Those stats likely also don’t account for all of the unique views of content originally published via Twitter that ends up cut-and-pasted or repurposed somewhere else, devoid of its original pedigree.

This is the reality of the Open Internet; we don’t have full control over how our users experience content.  As a result – in stark contrast to the mindset of the Traditional Mass Media (which was able to control every nuance of its message) on the Internet substance is more important than style.  People view the content

The blue bird is trying to grow flashy peacock feathers, but most Twitter users will just hear the bird’s song.  Slow your roll.

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