For the past few years I have been telling brands that they must acknowledge any digital mention in social channels they’re active in.
With Twitter’s most recent change brands need to rethink this strategy and execution slightly.
Tweets you favourite will be shared to your community, much like how a RT works.
There’s been plenty of hate projected at Twitter for this change from it’s users. It’s an odd change as the RT button is there for that. I don’t quite get the change, I’m not sure if it’s here to stay but for now, brands need to think twice about Favouriting all tweets as it will become very annoying to those that follow the brand.
In light of this change, I recommend that brands @reply to all direct and in direction mentions on Twitter and only favourite those that you’re happy the whole community will see.
If you are favouriting, think about this will affect your Twitter followers. If you favourite 30 things in a row, this will clog up your users feed which is a negative brand experience and one that I would avoid.
How do you think this change will affect brands and Twitter users?