In 2017, why do B2B brands still persist with “twitter chats”?

Aren’t these a thing of the past, like “twitter walls” at conferences in 2010? Recently I witnessed a well-known global B2B brand run a Twitter chat that can only be described as nothing short of embarrassing.

This global brand had 2 influencers (flown around the world all-expenses-paid) at a conference on a chat, and from what I saw the only engagement was from 4 employees, and the responses were completely canned and predictable.

I am sure when the CMO receives the detailed report on the twitter chat it will gush about the “millions of impressions” they received – which is easy when you add up the followers of the individuals concerned.

Perhaps as I approach 50 I am becoming more cynical, but for a company of its size, this was just an embarrassment. Keen to understand if this is being experienced by others. Have twitter chats had their day?

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Andrew Grill Global AI Keynote Speaker, Leading Futurist, Bestselling Author, Brand Ambassador
Andrew Grill is a Global AI Keynote Speaker, Bestselling Author, Top 10 Futurist, and Former IBM Managing Partner with over 30 years’ experience helping organisations navigate the future of technology. He holds both a Master of Engineering and an MBA, combining technical expertise with business strategy.