Last Updated on August 2, 2023 by Steven W. Giovinco
Before Elon Musk’s takeover, Twitter was a key online reputation management tool.
Now, using it might actually harm your web presence.
Why?
Twitter under owner Elon Musk might quickly morph into the wild-west of content where “anything goes”, leaving regular users, business owners, students, newshounds, etc. in the crossfire, ultimately leading to a weakened online reputation. But more on this in a moment.
Sure, we don’t know what will happen in the end, and yes some might conclude that Twitter is already toxic.
But will it get better or worse?
This Tweet from Musk the day after his takeover should give you all you need to know.
(Screenshot courtesy of https://www.mediaite.com/news/elon-musk-deletes-conspiracy-theory-on-paul-pelosi-attack-after-hours-of-outrage/)
After much backlash, it was deleted the same day.
It indicates to me the ‘New’ Twitter is less filtered and more adversarial–things that are probably not good for your online reputation, which I’ll explore further below.
What seems abundantly clear is that the platform will shift from being neutrally based–as imperfect as that is–towards an even louder megaphone. This could be fine for some, but it’s no place for business and casual discourse. It’s a shame because it is so widely integrated into many other platforms and is very popular. Personally, I’ve loved it and used Twitter many times throughout the day.
Let’s take a moment to review Twitter and its role in reputation management.
Brief Review: What Is Twitter?
Think of Twitter as sharing a short headline with an attached link. This makes for lightning-fast communication; if you want more depth, this is not the right source for you. Because Twitter is so widely used, it can represent a nearly real-time pulse or opinion on topics, business, or politics.
Can 280 Characters Help Your Online Reputation, Really?
Twitter has been an essential online reputation management tool for years. Briefly, here are four reasons why.
First, having an active and engaging Twitter account can quickly rise to the first page of Google searches. This is incredibly important to those with a damaged or minimal reputation because a positive link means a negative site or comment will get suppressed and pushed down. This is the essence of online reputation management.
Second, tweets may appear in Google searches. This further expands a positive web presence.
Third, as a result of good information flooding the web, potential clients see you as an expert in your field, making it easier for them to choose you over a competitor.
Lastly, it is a platform you control, minimizing problems that might result from someone else’s post.
5 Ways Musk’s Twitter Can Damage Your Web Presence
1. Association With Controversy
Being active on the platform might be misconstrued that you condone and approve of new owner Elon Musk’s approaches and beliefs. No matter how you feel about Mr. Musk and his past and present businesses, there are many who are turned off by him. Unfair this appraisal might be, people, clients, and new business partners might link you to Twitterverse controversies of its chief.
2. It’s Personal–Not Business
Speaking of controversies….Musk is certainly a larger-than-life public figure, who might be interested in serving a different agenda rather than enhancing a safe user experience. Also, due to his wealth, he might not be as beholden to board members as others might be, and this independence could be a blessing or curse.
3. Bad Content Competition
New users to the platform, previously banned ones, or current Twitter users might feel free to post even more inappropriate or harmful messages, which could drown out your content. Moderate brand posts could get easily lost in the scrum. Do you want to compete in screaming matches?
4. Political/Free-Speech Centric
Twitter seems to be going for free-speech-centric political discussion.
A newly formed Content Committee is reviewing who will be reinstated to the platform, and it’s expected some controversial politicians and social media stars will return.
This shift could further damage your online reputation because it means less room for business-related discussions, resulting in less traction for your Twitter account, leading to a drop in Google searches for your brand.
5. Direct Reputation Damage
What if one of your posts generates negative comments, which could result in direct reputation damage?
The whole point of being active on a social media platform, as mentioned above, is to build an excellent web presence and draw in new clients by showcasing your expertise. “New” Twitter might lead to more problems.
What To Do?
Find Other Platforms
Develop a presence on other platforms. This could include spending more time on sites you already work with and seeking out new ones. Start by reviewing what others in your industry are doing to get a feel for what to be successful, and actively post.
Here are some recommendations, many of which are familiar, as well as new platforms which are being developed.
- Reddit: Popular posting site, with many specialized “subreddits” or groups where comments can be minimally moderated. However, Reddit can be a bit of a “free-for-all” depending on the Subreddit
- LinkedIn: Business-oriented sharing and posting site, but is becoming more spammy. Learn how to remove a fake Linkedin account.
- Instagram: Image/video only, with comments
- Pinterest: general interest images, but can leave comments
- Medium: Blogging site for range of topics; great for online reputation management
- SlideShare: Business presentation; used to be more popular
- Mastodon: Smaller social media site which has grown since the Twitter announcement of Musk’s takeover
- Substack: Blogging and podcasting
- Bumble for Friends: Known as a dating site but section focused on making friends
- Friender: Find new friends
- Clubhouse: Audio-only group discussion
- Neighbors from Ring: Local community sharing
- Counter Social: Focus on troll-free and safe environment
- Aether: self-governing communities
- Plurk: Social media platform
- Micro.blog: Blogging platform
- Cohost: Social media platform
- Minds: Social media platform
- Hivesocial: Social media platform
Know When It’s Enough
Get ready to pull the plug on Twitter. What will it take for you to quit? Will it be a comment made directly to you, your business, a colleague, or something you value? Have an endgame in mind.
Pull The Plug
When the time is right, move on. Notify followers, clients, and perhaps your mailing list that you are ending Twitter and list the other platforms you are active on. Don’t forget to add it to email signatures.
Use the move as an opportunity to reconnect with some old and current clients; new clients might be thinking the same way and might see your move as positive enough to lead to new business.
Bottom Line
Twitter might not be the reputation-repair driver it once was. The platform was an excellent way to suppress negative links off the first page of Google searches, but seems like this will be much less effective.
Now, it seems Twitter can actually damage your online reputation in several ways, such as being linked to a flamboyant owner, Musk, courting controversy which might drown out your brand, and more opportunities for negative comments lodged against you.
There are alternatives out there, so get ready, and if necessary, move to another site.
Questions?
Feel free to reach out to Recover Reputation with any questions, see my Ebook, learn about ethical online reputation management pricing, and read case studies.
