What happens to PR if Twitter folds?

Reports of Twitter’s imminent demise have been greatly exaggerated—but what if they’re not?

PR pros might celebrate when Twitter gives up the ghost or falls into disuse. To many brand managers, Twitter is a loose firehose that can turn a promotional campaign into crisis management.

One reason there’s a fear that Twitter might die on the vine is that it’s not pulling its weight in revenue. Every other platform handles advertising better than Twitter. Anytime Twitter pushes new revenue channels, the Twitterverse pushes back and the Twitter overlords fold and retreat. Facebook, Instagram, Pinterest, reddit, YouTube and even Snapchat have integrated ads so thoroughly and shamelessly for so long that there’s no fight left in their users.