Ahhhh, the ability to quiet someone with just the click of a button.  Since the remote control was first invented in 1956, it’s an ability we’ve come to know and appreciate. On May 12, Twitter announced their version of this power with the new Mute feature.

Much like Facebook’s Hide function, Mute cuts down on the noise by removing a users Tweets and Retweets from your home timeline and stopping notifications from being pushed to you, without the embarrassing or potentially awkward fallout from unfollowing or even (gasp) blocking someone entirely.

Assuming that you don’t want to completely block someone, there are a lot of reasons why you might want to Mute someone.  Like that recent ex who’s found the new love of their life, or that friend who spoils every single episode of Game of Thrones before you can even reach your hand into the bowl of popcorn.  

Sure, this might be great for exes and SPOILER ALERT PLEASE friends, but what about the brands that are already fighting to be heard amongst the rest of Twitter’s 200 million consistent users?  

We often talk about the importance of strategy and this is no exception.  Often, when something new happens in social media people feel the need to change their approach to match the shifting winds.  But, if the forecast changes to rain for the week, you don’t go out and trade all of your sunscreen for umbrellas, right?

The point is; this function is only a small consideration in your social media management.  Twitter and Facebook are largely opt-in mediums.  Your followers have come to you.  They are supporters of your brand, and are there to hear what you have to say.

While you won’t be able to see who has your brand on Mute, you can still use this new development to strengthen your strategy.  Here’s where evaluation comes in handy.  Measuring your successes (and fails) will remind you of what is working, and what isn’t. And, SPOILER ALERT - consistent brand messaging and a solid strategy will help you keep followers tuned in.

As features evolve so too should your approach, but not to the detriment of your strategy.  Tweet us @TheBurningBird if you want to cut through the noise and talk more about Mute. 


Posted by Sam Karikas.  Sam is the Senior Writer and Social Media Manager at Phoenix Group.