If your social media marketing campaign is even remotely well-rounded, you’re probably privy to the dumpster fire that is Twitter nowadays. Retweets and all. While it may be tempting to mute accounts with which you disagree, avoid specific hashtags, or even remove all tweets from your feed, there are a few benefits to staying in the loop—no matter how painful.
Retweets are essentially the trail mix of social media posts – you’ll get an M&M every once in a while, but you’re more likely to run into a bunch of salty raisins.
Unfortunately, retweets are also crucial in determining both your competition’s movement and your product’s success, making it tactically important to keep an eye on them.
Primarily, using RTs to monitor your competition’s progress without having to interact directly with their page is necessary for any perpetual multi-tasker.
Virtually all Twitter-geared analytics will take into account retweets mentioning your defined parameters, but being able to see and respond to these retweets as they unfold allows you to stay on top of any developing circumstances while never straying from the Twitter app or site.
Being able to respond to tweets and retweets via either comments or quotes is another invaluable aspect to keep in mind. Consumers love it when brands respond to them, and their primary reaction to doing so tends to be to retweet the response in question. This ensures that others see your response, and, invariably, someone will have a question or a comment regarding your take; if you can’t see quoted retweets or keep track of your current retweets, you’ll miss out on following up with such encounters.
If you think of retweets as marketing research that’s being hand-delivered to your feed, they’re suddenly a bit less nefarious.
Of course, if you absolutely can’t stand seeing the pure, unadulterated BS in your feed, there are ways to avoid it: there is now a script to remove all RTs from your feed, and you can mute specific accounts to prevent them from showing up at all.
However, doing so misses the overall point – inclusivity and awareness, no matter how annoying, which beats out self-affirmation in an echo chamber any day.