But Twitter clearly has other plans. It wants to double its revenue by the end of 2023 and aims for 315 million daily active users. And so the platform has long since stopped being just about 280-character messages.
To achieve the objectives, there is a lot of experimentation with new features and all kinds of updates are being rolled out. Some more successful than others. For example, the Stories feature Fleets was recently rolled back after its rollout last November because it was not used enough. The live audio feature and Clubhouse rival Twitter Spaces is more promising and will be given a prominent place in the app, where Fleets used to be. Twitter's acquisition of newsletter platform Revue is also unavoidable. For example, you can now subscribe to a newsletter via Twitter profiles that offer it. Read more about the latest developments at Twitter here. Time will tell whether these new features will succeed in retaining and attracting users.
In a row:
TikTok & Pinterest (!) biggest surprises in 2021 social media research
Twitter is discontinuing Stories feature Fleets
Time to dust off Twitter: new design, shopping, Spaces & more updates
Of course trends are important and you want to stay relevant. And you probably experiment special lead with new features and new channels. But not every trend or feature will fit or appeal to your company. Moreover, developments follow each other faster than you can keep up with your strategy. As Sjef Kerkhofs also writes:
It is impossible to define a solid social media strategy that you can use for years. It is not a project, but an ongoing process.
How do you ensure an up-to-date and agile social media strategy? Every organization is different and therefore there is unfortunately no standard model, but the first logical step is to perform a zero measurement. This way you map out how things are going, before you start working haphazardly.
By using this framework , you ensure that you and your organization ask the right questions at the right time. Start with an audit to see where things stand now and work from there.
Read more?
Also interesting to read to prepare yourself for the final sprint to 2022: the summer reads about online marketing and the one about content marketing & writi