Twitter may be waning in popularity among some publishers, but marketers aren’t discounting the platform entirely, at least not yet. While the platform has become less compelling to brands from a marketing perspective, it remains a crucial arrow in their customer service quiver.

Twitter continues to be a consideration in the content and social media strategies of brands interviewed for this story, including Marriott, Wendy’s, T-Mobile, Taco Bell and Patrón — but perhaps not as prominently as it once did. Patrón, for example, hasn’t decreased its focus on Twitter but has adjusted it to match the platform’s role in its customer experience strategy, according to its vp of digital marketing Adrian Parker.

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