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Technology & InternetTwitter Verification Implications for Brand Marketers
With recent news that Twitter's verification process has become linked to monthly advertising, there has been conversation and debate about blurry lines in the sand. What does this change mean for your brand or company on Twitter? Is verification critical to your Twitter strategy?
Twitter verified accounts are used to denote the authenticity of certain pages on Twitter. The verified badge helps users identify that a legitimate source is authoring the account’s Tweets (or at least officially ghost-tweeting on behalf of a legitimate source).
Beginning primarily with the rise of celebrities’/politician’s use of Twitter, verified accounts then spread to other categories such as news outlets, companies and more. Confirmation that the account is being run by who it says it is.
Digital Trends recently reported (highlighted? exposed? uncovered?) that the verification process is tied to a monthly advertising fee. While this policy and the manner of its implementation are stirring up some debate, what does this mean for your brand?
I doubt that Twitter is going to make The White House account, or a celebrity like Kim Kardashian, pay $5,000/month…they create a draw for others to use Twitter. But for companies and brands on Twitter? That now seems to be another story.
A verified account may not be necessary for every business, but if your company feels it’s important to have verification, yet doesn’t have the budget for that monthly charge, the best things we recommend you can do is:
- Update your posts often
- Stay consistent with messaging
- Interact with your followers regularly
- Monitor your name and keywords, both in account names and in post messages (You should be doing this anyway, whether you run a Twitter page or not)
By making sure that your social media efforts are forging connections and conversations with your audience, the verification will be inherent with or without a checkmark badge. Otherwise your brand is at risk of having someone literally take over how others perceive your Twitter presence.
Your list of things to do is good, but I think it's missing something.
Add your company URL to your twitter account, and add your twitter account to your company's website.
This reassures people that the twitter account is run by the company.Reply
Is verification really the way forward - it seems to be as Facebook have now started 'verifying' accounts.
It may be good for celebrities and large scale corporations but would you average joe or independant retailer need to worry about such a thing?Reply
I totally agree with you Anthony. It seems that all the social media outlets are making verification part of the set up process. It does not hurt to have you Twitter profile setup correctly as stated in the article.Reply