Written by Rachel Friedmann, MA, MSM, former Senior Business Development and Marketing Manager
In October, Jodie Slaughter and I attended a networking breakfast on digital strategies. As you might expect, about half the attendees were semi-tuned out during the presentation -busy tweeting on their smartphones! But while I was paying attention, I heard one recommendation that really shocked me -that a new white paper could be turned into three months of tweets. I could not disagree more.
The idea of tweeting a White Paper over three months was a reminder of how some have appropriated social media channels to push quantity of posts, rather than quality. As anyone who pays attention to the business, sports or entertainment world is well aware, Twitter has evolved into one of the fastest ways to receive up-to-date information when “tweeters” link to interesting articles and others’ thoughts. But many are tweeting and blogging so fast, often in a stream-of-consciousness manner, that they begin to blur the lines between knowledge transfer and nuisance.
In essence, there is often little or no strategy behind Twitter postings, as most tweets are reactions without much consideration for the relevance of content. As in any type of marketing or PR campaign, traditional or new, strategy is vital and should not be ignored. Content should be value driven instead of striving to be the first or the most tweeted. Before you send your next tweet, ask yourself, “what will a reader gain by reading this?”