Is Marketing on Twitter Business as Usual?



Jaclyn Sergeant, Owner of Sergeant Digital, gives her take on the new ownership of Twitter and what that might entail for businesses moving forward as they keep the consumer in mind. The world’s richest man, Elon Musk completed a $44 billion deal to own the social media company and has since made controversial changes to the platform.


Jaclyn’s Thoughts:

“Brands today are marketing themselves as socially conscious. They are making this one of their differentiating factors, incorporating it into their core values, making it a marketing pillar, and these are the brands that need to be considering whether or not they continue to use Twitter as part of their marketing strategy.

When you continue to post on Twitter, that is a sign of support for the platform. When you continue to advertise on Twitter, that’s maybe even a stronger sign of support for the platform because of the financial implications there. I help B2B companies with their marketing and specifically their social media marketing, and I do have clients that are leaving the platform because Twitter no longer aligns with their core values as a company.

Consumers today want to work with brands that are socially conscious, but they also wanna work with brands that are doing more than just lip service, right? You have to just do more than say that you’re actually socially conscious. What are your actions? And so it feels really hypocritical for a company that says that they stand against social injustice, racism, and homophobia.

But, on the other hand, they’re continuing to post and engage, and it’s basically business as usual on a platform that really seems to be empowering things like antisemitism, homophobia, disinformation, and unfortunately, so much more.”

Follow us on social media for the latest updates in B2B!



IDC Smart Cities Awards: Edge Computing is Helping Virginia Beach Tackle its Flooding Crisis
April 11, 2024

In remote and disaster-prone areas, the rapid deployment of Internet of Things (IoT) technologies coupled with artificial intelligence (AI) has opened new vistas for emergency management and community safety in smart cities. These leading IoT deployments, highlighted at the recent announcement of the IDC Smart Cities Awards winners, solidified the role that edge computing […]

Read More
Next Gen 911 Sara Weston
Next Gen 911 Doesn’t Have a Final Destination, But Lack of Funding is Slowing the Adoption Journey
April 11, 2024

The transformation of emergency response systems through Next Gen 911 represents a critical evolution in public safety technology, enhancing emergency response capabilities with features like GPS tracking, live video, and real-time translation. As we move away from the outdated copper wire systems first implemented in the 1960s, the disparity between our personal devices and […]

Read More
Tax Incentives Are Key for Green Commercial Vehicle Adoption
April 11, 2024

The push toward greener logistics is gaining traction as concerns about environmental sustainability and climate change continue to grow. Traditional diesel-powered vehicles, long the backbone of the freight industry, are increasingly seen as unsustainable. The introduction of zero-emission vehicles like electric and hydrogen trucks is a promising step, but these technologies face significant barriers […]

Read More
Successful Innovation in B2B Takes Bringing the Whole Company to the Table
April 11, 2024

In the realm of business, the term ‘innovation’ is often tossed around like a shiny buzzword, suggesting a world of limitless possibilities and creative experimentation. Especially when tackling innovation in B2B, though, whether in the form of new business models, products, services, or partnerships, true innovation requires far more than mere brainstorming and ideation; […]

Read More