A report from AYTM Market Research found that a new Twitter policy, allowing it to censor content in certain countries, has been received with mixed responses. While the policy is unlikely to ever be enacted for U.S. users, the role of Twitter in uprisings throughout the Middle East has worried some that the policy will prevent online social movements in the future. While social media marketing campaigns are unlikely to be impacted by Twitter censorship, marketers might take note that audiences on the microblogging site seem concerned about matters of social justice.
According to the survey, 41 percent of respondents said social media content should be censored on the rare occasion that it is warranted. Meanwhile, 33 percent said that it should never be censored under any circumstances. Just 14 percent believe that Twitter, Facebook and other social media websites should be censored regularly.
Of course, the study might not offer an accurate reflection of how actual Twitter users feel about Tweet content as just 48 percent of respondents have Twitter accounts. Meanwhile 51.5 percent do not have accounts and 0.5 percent said they don’t know what Twitter is.
For businesses using social media marketing, the potential effects of the shift will be minimal, as American users are unlikely to see any content censored. However, those targeting global audiences may see their content unavailable in certain markets – and all marketers might consider the respondents’ interest in freedom of speech when planning Twitter content.
Censorship issues aside, marketers have a new reason to celebrate Twitter marketing. Brafton recently reported that they may receive some support from the company in the near future. A Twitter spokesperson said on Tuesday that the company could be launching analytics tools to help publishers.