most Twitter users would just unfollow a brand if they’re no longer interested in the company’s tweets, but they might use the mute feature on days when a company is being particularly noisy — say, during a Twitter chat or some other live event that’s prompting a lot of tweeting. Until now, brands had some assurance that their Twitter activity could be seen by every Twitter follower. That was one of the differentiating factors between Twitter and Facebook; Twitter didn’t purposely show updates to only some of your followers the way Facebook does. And Twitter’s still not doing it algorithmically the way Facebook’s News Feed does — Twitter is putting it in the user’s control. But the point is that Twitter visibility isn’t a sure thing anymore. Some followers may not see your activity, and you have no way of knowing. Get the full story at Marketing Land and Twitter