Subject areaChannels and tools
A tweet is a short message published on Twitter, the platform called X since 2023, which now calls that message a post.
The word remains in everyday use even after the change of name. The format was born concise, and its brevity made it a quick way to comment on an event in real time, pass on a piece of news or capture an idea in one sentence.
For a company every tweet is a public communication from the brand: it can be picked up and spread within minutes, well beyond the profile's followers. For this reason the governance of the account, meaning who can publish and with what protections, counts as well as the content of the message.
An example
The case that follows comes from an Italian article on this site, because the term does not yet appear in the English articles. In February 2013 the Burger King account was hacked and the tweets published by the intruders stayed visible to everyone until the company regained control. The case shows why a message of a few lines needs a security procedure and a crisis response procedure.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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