Why? Because Twitter announced today their rollout of the new “mute” feature. This could be an issue for any brand marketing attempt, since any number of a brand’s Twitter followers could be muting them, thus not allowing brand tweets to be reaching everybody.
Here, Twitter explains exactly what happens when you mute another Twitter account:
“Muting a user on Twitter means their Tweets and Retweets will no longer be visible in your home timeline, and you will no longer receive push or SMS notifications from that user. The muted user will still be able to fave, reply to, and retweet your Tweets; you just won’t see any of that activity in your timeline. The muted user will not know that you’ve muted them, and of course you can unmute at any time.”
I think we all can assume the worst when we hear stuff like this. What if a number of my followers think I’m annoying, but still don’t want to unfollow me? They just mute me. So even if I had hundreds of followers on Twitter, I would always be nervous that they wouldn’t be getting any of my tweets about brand promotions and new site postings.
But something that could be more realistic is that a person may only want to temporarily mute you, if you’re being especially active that day. What if you’re running a live event or a large conversation? Not everybody will want to keep seeing that stuff. So you could be muted for the day (or how ever long they decide to keep you quiet), but hopefully, they don’t forget that they muted you and unintentionally keep you muted for days or weeks at a time.