Paddy Power Responds to Twitter Account SuspensionJake Cooper | 21 Aug 2017
In a world where social media can no longer be ignored, accounts on platforms such as Twitter are an essential part of the arsenal of any online bookmaker. However, Paddy Power responded in humorous fashion following the mysterious suspension and reactivation of its account on the platform this week.
Eagle-eyed punters among its more than 630 000 followers spotted the social media platform’s usual suspended account message when trying to access the bookmaker’s @PaddyPower Twitter page. True to form, the platform gave no reason for suspending the account, which forms part of one of the bookmaker’s key marketing strategies.
According to the platform’s Help Centre page, the platform may suspend accounts that spam users, are abusive, are been run by hackers, or have otherwise violated its terms and conditions of use. However, as punters who use the platform themselves may know, the occasional glitch or updates may see accounts deactivated temporarily.
Reports state that, while Paddy Power’s main Twitter account had been suspended, its syndicated accounts were unaffected.
The restoration of the bookmaker’s account on the platform was as sudden as its suspension. Only a few hours after the Sunday night suspension, the account was restored.
The suspension of one of its major social media accounts did not appear to disconcert the bookmaker in any way. Shortly after its account was reactivated, Paddy Power tweeted that it had not noticed the suspension of its account.
It was obviously a case of no hard feelings all around.
The Importance of Twitter
Created and launched in 2007, Twitter is a micro-blogging service that allows users to post messages known as tweets, restricted to 140 characters. Within six years, the social media platform boasted more than 100 million users; a number that grew to more than 319 million users in 2016.
With such a reach, the platform has become an unavoidable part of many a bookmaker’s marketing strategy. Not only is the platform used to keep regular punters up to date with news, odds, and promotions, but it is also used to engage with potential new customers and to build brand awareness.
Paddy Power’s Twitter account has almost double the number of bet365’s 360 000 followers. As impressive as this is, the platform’s three most followed accounts show that bookmakers have still got some work to do.
Popstar Katy Perry comes in at number one with 101 582 087 followers. Justin Bieber is second, with 98 764 554 followers, while former US president Barack Obama is third with 92 447 870 followers.