Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Where Did All My Twitter Shares Go? (...And Are They Coming Back?)

By Ramona Sukhraj

Ramona Sukhraj also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Where Did All My Twitter Shares Go? (...And Are They Coming Back?) Blog Feature

where-did-twitter-shares-go-twitter-api-update.jpgNot to freak you out or anything, but something’s missing from your blog.

On November 20th, Twitter depreciated its “count API,” making share counts, both here and abroad, plummet to zero over the weekend (and putting inbound marketers into a glass case of emotion).

I know what you’re thinking, “Where did they go? Was it something I said?

Sit tight. Here are all the answers you need and how it’ll impact your marketing.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Where did all my Twitter shares go?

Earlier this fall, Twitter quietly announced that they would releasing new designs for its “tweet” and “follow” buttons (see the comparison below) as well as depreciating the Tweet count feature all together.

new-tweet-buttons.png

Along with eliminating the display of the shares, Twitter also announced that they would be eliminating the source from which the share count is retrieved from, but it was unclear when any of this would be taking place.

This past weekend, the changes were officially made, but they went mainly unnoticed by marketers until they returned to the office this Monday morning.

Why were they removed?

In an October follow-up to their original announcement, Twitter Product Manager, Michael Ducker, explained the technical reasoning behind the update, saying,

“...As part of our ongoing effort to consolidate and simplify the platform for supportability, we’re completing our migration away from Cassandra [the mechanism by which we count Tweet shares today]....

The Tweet count feature is one of the last features running on [it]. Like all engineering organizations, we have to make tradeoffs….Rebuilding [the feature] has its own costs, and would delay our work on other, more impactful offerings for our developer community. [So,] after talking to several of the top customers affected, we chose to not continue the feature.

Are they coming back?

While the ultimate fate of the tweet count may change as marketers petition for its return and Twitter awaits user feedback for 60 days, the short answer is: not right now.

At the moment, Twitter has no intention of bringing back tweet share counts. In fact, according to Ducker’s October statement, the “count API” was never actually intended for public use and the team had warned their developer forums that it would not be guaranteed support in the long run.

What does this mean for marketers?

Needless to say, this update is a big blow to inbound marketers and social proof across the board.

While other useful data will still be visible on Twitter Analytics, the tweet count was once the most powerful indication of the greater public’s “approval” of your content.

A high tweet count not only offered comfort to new readers (if all these people like it, it must be good), it also let marketers know what people were enjoying and willing to pass on to their networks.

As Ducker explained, however, Twitter holds that share counts were never truly an accurate measure of the actual quality of the tweets they were attached to, but merely a vanity metric.

“[The count] doesn’t count replies, quote Tweets, variants of your URLs,” he stated. “...[N]or does it reflect the fact that some people Tweeting these URLs might have many more followers than others.”

With this in mind, many big names are looking at this change not as a loss, but as an opportunity for better quality content.  The removal of share counts publicly has leveled the playing field for inbound marketers and also opened the door for improved analytics and measurements of success.

Here is what some of the experts had to say about the change:

“Either the backlash will be so big Twitter retracts or someone else comes up with a better way to demonstrate social proof. I actually prefer the latter option.”
-
Demian Farnworth, Rainmaker Digital (Formerly Copyblogger Media)

“From a strategic perspective… this is just another in a long series of moves where Twitter is trying to corral all of their data and force people to use the Twitter-supplied analytics dashboard.” - Jay Baer

“I commend anyone for testing. But I don’t believe in a social media utopian society where everyone is equal.” - Marcus Sheridan, The Sales Lion

So, what do you think?

Do you want the shares back, or do you think we’re better off without them? What do you think will be the new metric to watch from Twitter?

Let me know your thoughts in the comments section below!

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on November 24, 2015

Recent Articles

8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 2 min read