So, Facebook’s (OK, Meta’s) answer to Twitter launched on Thursday in the UK and US (but not in Europe because of the EU’s privacy laws)
Did you join it? It seems like a lot of people did. But as comms pros where should it fit into our comms strategy?
by Darren Caveney
If you want to access Threads you’ll need to do so via Instagram, which is a bit of an issue if you don’t use or like Instagram. But that’s the Meta way.
There seemed to be quite a bit of positivity around Threads on launch day. I’m not going to make any bold predictions about it either way but as Dominic Campbell said (on Threads) “If Meta is our saviour then we’re all f***ed” 😆
Maybe I have hit peak-grump but I haven’t forgotten about Facebook’s previous behaviours so I won’t get too carried away with Threads just yet.
For example – it looks like once opened, you can’t delete your Threads account without deleting your Instagram account.
And if you delete your link to Threads in Instagram you can’t reinstate it. So if you were just having a quick mooch to suss things out they’ve grabbed you as a user statistic.
That’s what I’m talking about.
But…
I have always thought that we need to have a personal social media strategy and a workplace social media strategy
i.e. What we do on social at home can and should be different to what we do at work.
From a work perspective I will blatantly use the platforms which the data suggests gives the best chance of engagement and success. And be it TikTok or Threads I will use them, try to understand them, work out the pros and cons and decide where they fit into the wider comms mix. After all, it’s never good as comms people to put our heads in the sand and ignore new platforms, AI and all of the other bits of new tech available to us.
But we must also constantly remind ourselves that social media isn’t a silver bullet for anything - it never was and it never will be. We forget email, our websites, marketing and online advertising at our peril.
On a personal level I will only use the platforms I like. This rules some of the big ones out for me.
I want to spend less time on social media not more
To be honest, in my own time, I want to spend less time on social media not more. I lost about an hour and a half to Threads on launch day, which is an investment in my knowledge so no problem with that.
But I won’t be on it over my precious weekend time.
Where should Threads fit into our comms and social media strategies?
It’s too early to say and predictions are a mug’s game.
Whilst Twitter may be dying a slow death it does still have 15 years of maturity behind it. It’s still the breaking news channel and it’s where the media, our politicians and many of our opinion formers and trusted voices frequent. That may very well change - and quickly - if Twitter carries on doing dumb things but for now at least it still has a role for most public sector organisations as a customer services channel if nothing else.
We also need to remember that us comms folks are often early adopters and eagerly drawn to the bright, shiny new things. Our residents, patients and citizens aren’t all going to jump on board as quickly or at all.
For Threads I say try it, kick the tyres, have a play with it and keep a watching brief.
My Threads timeline is very random and has lots of people in it who I don’t know and don’t follow. It could take off and be that Twitter replacement down the line. But don’t put too many eggs in its basket just yet I would say.
It’s going to be an interesting ride for all of us.
If you fancy connecting with comms2point0 on Threads you can HERE
Darren Caveney is creator and owner of comms2point0 and creative communicators ltd
*Sign up for the comms2point0 eMag*
The comms2point0 eMag features exclusive new content, free give-aways, special offers, first dibs on new events and much, much more.
Sound good? Join over 3.3k other comms people who have subscribed. You can sign up to it right here
