What is Twitter Spaces?
Similar to Clubhouse, Spaces is a place for users to gather for live and audible discussions. Twitter describes Spaces as a "place to come together, built around the voices of the people using Twitter." Its goal is to replicate the feeling of a dinner party where you may not know everyone, but they feel safe and comfortable to engage in discussion anyway. It’s currently in beta now but Twitter is hoping to have it available for anyone to use starting in April.
How does it work?
Seamlessly creates a natural discussion amongst an existing community.
Conversations show up at the top of the Home page similar to where users can see Fleets and can be seen by anyone who follows the speaker’s account which creates a natural connection among those listening in. Unlike Clubhouse, you can follow new accounts on Twitter straight from the Space.
Public to anyone who follows you.
At the moment, users can control who is able to speak during their live discussion; they can allow everyone to speak, only people they follow, or only people they invite to speak. However, they cannot control who joins the discussion to listen in. There is a cap on speakers (at 10 for now) but there is no cap on how many people can join.
Though any user can join, the host of the Space is able to remove, report, and block participants. This allows the Space to be safe from trolls and harassment at the hands of the host.
Spaces are shown at the top of a Twitter feed for anyone who is following the leader or speakers in the Space.
By hosting a Space and adding speakers, users and brands can increase their reach to the followers outside of their own.
Twitter has outlined step-by-step directions on how to start a Space here.
Within Twitter at top of feed
Seamless follow without leaving app
Links out of app in order to follow users on main platform
Creates live transcripts as the conversation continues (though the transcripts have bugs and are still a work in progress)
Not fully accessible
Can use emoji reactions when muted
No reactions when muted
Viewed as a natural audio experience
Viewed as a networking mixer
Speaker is seen as the handle and the brand itself
Speaker is a person with a picture, name and title under the brand
Twitter has stated that it will store copies of all conversations on Twitter Spaces, its new live audio feature, for at least 30 days in order to check for platform violations. If a violation is detected, Twitter can then hold copies of a conversation for up to 90 days
Clubhouse automatically deletes its recordings when the room ends unless a user reports a violation of the app’s Trust and Safety measures during the chat
"Compared to chatting on Clubhouse, Twitter Spaces feels like talking with a small room of friends"
“So far, I prefer Twitter Spaces over Clubhouse. Twitter Spaces gives audience members the ability to emoji react so speakers know how their messages are resonating with people, unlike Clubhouse where you may be speaking to dead silence. Additionally, most people already have an audience built on Twitter so they can connect with people they already know, as well as connect with new people, instead of having to start net new with Clubhouse. Overall, I’m looking forward to seeing the innovative ways people use audio social media on a platform with which they’re already familiar.”
“I have an account on both platforms, but I like Twitter Spaces a lot more than Clubhouse. Clubhouse takes itself too seriously. I like having the ability to react to the speakers on Twitter while I continue to browse my timeline. Spaces seems a little more personal and fun. I look forward to joining a Twitter Space and find it easier to host a Space with people who have similar interests.”
“Though I loved the excitement that Clubhouse created on and off-platform, especially when a public figure randomly dropped in a room, I prefer Spaces, due to the lower barrier to entry (no invite needed/ don’t need to build your audience) and the ability for audience members to participate.”
Spaces differentiates itself from other broadcasting features by tapping into an existing user base while offering an opportunity for growth and creating a casual environment for conversation.
Brands can utilize this feature to share announcements, present thought leadership opportunities joined by industry professionals, and to entertain followers using popular creators, influencers and public figures.
A successful Space includes notable speakers and their followers as active listeners. This translates into an increased awareness for the Space and a growth opportunity for the host and speakers. Since Twitter Spaces’ launch, there have been multiple occasions of Spaces trending worldwide, such as when 5 Seconds of Summer hosted a chat with their fans using the feature.
Some of its limitations include delayed and incorrect transcripts as the feature is still in beta version, a narrow selection of emoji reactions and limited discoverability as Spaces only show up if the user is following one of the speakers in the Space.
Opportunities for Brands
Since everyone in the audience has the ability to react with emojis, brands can creatively use this feature to their advantage. For example, they can poll community members and learn what they think of a new product, slogan, campaign, etc by asking them to use a certain reaction for approval or disapproval.
Partnerships With Influencers & Brands
People can see spaces based on who they’re following, so partnering with a relevant brand or influencer and holding a conversation on Twitter Spaces can expand brand awareness to people outside of the current community. This allows for new connections to be made and an organic increase in follower size.
Show Another Side of Brand
Spaces opens up the opportunity for brands and other thought leaders to discuss matters that are important to the core values of the company such as diversity and inclusion. This will allow brands to show a different side of themselves that may not be seen through other social media outlets.
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In this unprecedented time, it’s crucial for brands to be empathetic by prioritizing community safety and needs over business goals. This means being vigilant in monitoring social channels for news, community conversation and sentiment. Additionally we encourage you to meticulously review your content calendar, pause all organic and paid content, then re-evaluate on a day-by-day basis.
Below we’ve outlined our recommendations for managing your brand in the days leading up to the inauguration.
Pause organic and paid content from January 15th - January 22nd.
Brands that responded to the events at the Capitol received primarily negative commentary on their threads. Their audience members mainly expressed that the brands' participation in the conversation s cluttered users' feeds, and prevented them from seeing news updates.
By pausing content, brands are able to step back and allow users to utilize social media for the purpose of bringing people together and accessing information.
If you publish, only publish content that aligns with your brand values or cultural moments such as MLK Day.
If diversity and inclusion are an important pillar to your brand, there is a likely chance that you’ve planned an activation or content for Martin Luther King Jr. Day. This is an example of a cultural moment that qualifies as an outlier for brands to post content.
Keep in mind: Comments will have to be closely monitored and it’s recommended to hide hateful comments and pause 1:1 moderation.
In addition to pausing content, we recommend pausing moderation to mitigate potential backlash or criticism.
If moderation continues as normal when the country is vulnerable and sensitivities are high, brands can appear naive and unaware. By pausing moderation, brands take themselves out of the conversation and out of the harsh criticism of users and news outlets.
Closely monitor earned conversation in Khoros intelligence.
Below we’ve provided a query template for you to track mentions of your brand and national conversation trends over the next week in reference to the inauguration.
Keep in mind: As news arises and changes, alter your queries to capture new conversations and key words.
Query Template For Social Listening
BRAND + Inauguration + Planning
(BRAND) AND (inauguration OR inaguration OR inageration OR inaugurate OR inaugurated) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")
BRAND + Dates + Planning
(BRAND) AND ( (january OR jan) AND (15 OR 16 OR 17 OR 18 OR 19 OR 20 OR 21 OR 22) ) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")
BRAND + Capitol + Planning
(BRAND) AND (capitol OR capital) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")
BRAND + DC + Planning
(BRAND) AND (DC OR “washington DC” OR “washington monument” OR “white house”) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")
BRAND + Government Official + Planning
(BRAND) AND (trump OR potus OR @realdonaldtrump OR @potus OR biden OR @joebiden OR president OR senator OR representative OR congressman OR congresswoman OR “congress man” OR “congress woman” OR congressperson OR congress) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")
BRAND + Event + Planning
(BRAND) AND (ceremony OR event OR speech OR address OR protest OR protester OR protestor OR riot OR rioter OR thug OR terrorist OR terrorism OR mob OR coup OR siege OR seige OR insurrection OR breach OR breech OR crisis OR “break in” or lockdown OR “lock down” OR lockeddown OR “locked down” OR storming OR “storm the” OR “raid the” OR raid OR “occupy the” OR occupied OR occupythecapital OR occupythecapitol OR “occupy the capital” OR “occupy the capitol” OR attack OR “under attack” OR attacking OR evaculate OR evacuated OR evacuating OR proudboys OR “proud boys” OR takeover OR “take over”) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")
BRAND + Impeachment
(BRAND) AND (impeach OR impeached OR impeachment OR impeaching OR 25thamendment OR 25thamend OR 25amendment OR 25amend OR “25th amendment” OR “amendment 25”) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")
Please don’t hesitate to reach out to your Khoros point of contact with any additional questions or concerns. As agents, managers and strategists, we understand our communities’ needs on such a deep level, but we also need to prioritize the mental health of our own teams. Don’t forget to check in and support each other during a highly sensitive time.
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