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We hear from agency experts about the advice they’ve been offering to advertisers regarding Twitter.
We’ve continued to survey industry experts to see what they’re telling their clients. Should brands stay or should they go?
How do you solve a problem like… brand presence on Twitter?
Kenny Gold, managing director, head of social, content and influencer, Deloitte Digital
Over the last couple of years, we’ve seen social channels change leadership again and again. Whenever we are channel planning on behalf of a client, we focus on selecting channels that put an emphasis on brand safety within thriving communities. At any time, should a platform no longer offer that level of discourse, we are nimble in enabling brands to adjust quickly, realigning in social spaces where they can engage with their key audiences in safe and authentic ways.
Laura Shephard, social strategy director, Wunderman Thompson
In a recent BBC documentary, The Elon Musk Show, his mum admitted her son does not think before tweeting. In fact, previous tweets have led to libel cases, market crashes and bitcoin surges, so it’s little wonder there are rumors (mainly circulating on Twitter) that brands will pull their advertising dollars until there’s clarity on Elon’s plans. Hitting pause feels like a safe, responsible and human brand response.
But with brands pulling out, there could be a chance to buy a ton of cheap ad inventory. For a brave brand with content created for the context, there’s a real chance to get the nation talking.
Brian Williamson, senior social strategist, AMV BBDO
The obvious advice is to pause advertising on Twitter, but the interesting conversation is around the exceptions. Twitter could change tomorrow at Musk’s whim and Musk’s whim changes from moment to moment. Then consider that any government can now threaten Tesla to get results at Twitter. It’s a mess.
There are exceptions, though. Drama gets…
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