Twitter is one of the most popular social media tools for businesses. Due to its immediacy, popularity, and accessibility, thousands of brands have attempted to master the format in order to get tweets to go viral.
Now, in mid 2016, as marketing adapts to public demands, Twitter is being increasingly used to display the informal side of companies. For some it has been a success – so should other firms consider a change in online voice, or even a switch to Twitter’s advertising tools?
