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#PR: Look Out Facebook, Pinterest, Instagram and YouTube; Here Comes Twitter
By: Gerard E. Mayers
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As almost all of us have heard, in the wake of its IPO, Twitter unveiled new features. One is Custom Timelines (where you supposedly can have multiple timelines for your Twitter account) and, what is probably even more important for PR and marketing types, an ability to include images and video on tweets.
Yes, you read it correctly. Twitter now allows for tweets to include images and video (via Vine). “The text and link only days,” as Stephanie Frasco (a leading social media consultant) wrote in a blog on socialmediatoday, “of Twitter are gone. If you haven't heard or updated your Twitter mobile app yet, you can now view a preview of Twitter images and Vine videos in your feed making the experience much richer and visual.”
Wow. I think we can all realize the implications of this for marketing communications and PR.
In her piece What Twitter's New Rich Media Update Means For Your Business, Ms Frasco says:

“But beyond the visual aspect of the new Twitter feed, there are a lot of benefits for you and your business to start taking advantage of right now.”

We all know that inclusion of images increases engagement in any digital media. Among the benefits of Twitter’s new rich media feed ability, Ms Frasco says,

“We know that when you upload an image directly to Twitter the chance of it getting retweeted goes up significantly.  This was true before this visual Twitter update. I can only imagine this number to multiply. As you no longer have to click on the Twitter box to see the image, more people can retweet and go. Since Twitter has always been known as the network for those on the move, this update makes consuming or deciding to consume content even easier.”

It gets even better. Read on:

“Vine is Twitter's own video sharing network. Like Twitter images, Vine videos will also be previewed in your feed which increases the likeliness of someone consuming it. Tweets that have Vine videos attached have a better engagement rate than that of Instagram videos. There are a lot of ways to use Vine, but one great way is to respond to people using video format for increased personalization. If someone asks you a question, shoot them a Vine video response and watch them smile.”

Being able to share a video highlighting your company or client’s products and services on a “tweet and go” feed is phenomenal.

Ms Frasco’s final thought is telling: “Have you noticed these new changes within your Twitter Feed? How are you adjusting your strategy for it?”

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About the Author
Gerard E. "Gerry" Mayers writes about PR and other relevant topics for PR professionals. A former PR manager for Sensor Products, Inc. (currently based in Madison, NJ), he lives in Milford, NJ.
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