Social media has become an integral part of most companies’ marketing strategies. In an increasingly digital business landscape, 77% of small businesses use social media to connect with their customers. With that, there are various different social media platforms like Instagram, Facebook, LinkedIn and then Twitter. 

Twitter is a very popular social media platform. As of 2023, there are 436 million monthly users. However, at times, the platform is often overlooked by companies in their marketing efforts. Twitter does have its unique strengths and capabilities that can help businesses reach and interact with their audiences. So, is Twitter a necessary social media platform for small businesses? In this article, we will discuss the pros and cons of Twitter for small businesses. We’ll look at the importance of social media and also how to incorporate Twitter into your company’s marketing plan. Let’s get into it! 

In this article

1. The importance of social media. 
2. The pros and cons of Twitter for small businesses. 
3. How to incorporate Twitter into your company’s marketing plan

The importance of social media 

Social networks allow us to create a life for ourselves and develop it. They allow us to interact with people who may be on the other side of the planet, they allow us to connect, create content, share it and spread it. They also allow us to discover news, discover topics that interest us, play games, have fun and keep us up to date at all times. How could we leave them aside?

As if that were not enough, at a professional level, they serve as a fundamental tool to make ourselves known. Also to advertise our product or our brand and get new customers or users. Through Facebook Ads or Instant Articles, we can sell ourselves and reach more people, so that our company continues to grow.

Some of the benefits of social media include: 

  • They serve as an effective sales channel. 
  • Contribute to the creation of your brand and image. 
  • Facilitates customer service. 
  • Contributes to strengthen SEO positioning. 
  • Requires little investment. 
  • Promotes the dissemination of content.

The pros and cons of Twitter for small businesses

As you know, social media can be very beneficial for small businesses. The most important thing for small businesses is how to use social media platforms effectively, to promote their brand. In this following section, we’ll look at the pros and cons of incorporating Twitter into your marketing strategies. 

The benefits of Twitter

This social communication network allows companies and professionals to be in contact in real time with people of their interest through tweets. Some benefits include: 

  • Excellent channel for customer service. It is important to create a connection with your followers and interact with them. Twitter makes it easy to connect with customers. 
  • Immediate feedback. Want to know what your audience thinks about you? You can get immediate feedback about your services, products and events through Twitter. 
  • Trending hashtags. You can create specific hashtags for your business, they work very well to promote events or make specific campaigns. 
  • Keeping your audience informed. You will be able to share information, retweet content that is of interest to your audience or that helps complement your services. This will let them know that you are keeping them up to date with what’s going on in your industry.

The disadvantages of Twitter 

Although we’ve listed quite a few advantages of using Twitter for small businesses, there are undoubtedly some disadvantages that come with using Twitter. Disadvantages include: 

  • Spam. Despite Twitter’s anti-spam policies, many accounts continue with these practices. Although this content is easy to remove, it is a nuisance for users.
  • Character limitations. The limited number of characters on this platform (only 280) means that users are forced to reduce the information they have to publish.
  • Inactive accounts. Many Twitter accounts are inactive: some are created to increase the number of users, and others to send spam. So, finding your target market amongst that can be challenging.
  • Forgotten tweets. Within the large number of posts, many tweets get lost or “buried”, which decreases the chance that the messages will be read by the ideal recipient.

How to incorporate Twitter into your company’s marketing plan 

When you’re thinking about how to incorporate Twitter into your small businesses’s marketing plan, you have to consider the following points. Create your strategy:

  • Understand your audience
  • Define your objectives
  • Strike a balance between your organic and paid content
  • Create a Twitter content calendar

First steps to promote yourself on Twitter: 

  • Develop a personality for brand awareness. That includes understanding your brand’s Twitter voice and tone. 
  • Get customer support and collect feedback.
  • Empower your brand community.
  • Create conversations and join Twitter chats.
  • Check your metrics on Twitter and focus on increasing your number of followers.

Here are some even more specific tips:

  • Check out these best practices.
  • Keep your brand message highly concise.
  • Limit hashtags to 1 or 2 per tweet.
  • Add calls to action in your tweets.
  • Avoid text-heavy images.
  • Use captions for videos with dialogue.
  • Create themed content with hashtags for different weeks.
  • Monitor indirect mentions of your brands using keywords and hashtags.


Overall, Twitter can be a powerful tool for businesses to connect with their audience and build their brand. Like every social media platform, if you want to be successful, you need to use these platforms effectively. It is true that if used effectively, small businesses can target their audience. The one important factor to consider is that you should never depend on one social media platform for advertising. Hopefully this article has provided you with some useful information regarding Twitter. If you want more guidance about social media marketing, feel free to contact us

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