Sorry.
Sorry.
Sorry…for the all-too-obvious SEO- and Huffington Post-inspired headline. This post has little to do with getting more followers on Twitter. Could be worse. I could’ve named it: “Is Twitter more important than the Wall Street Journal?”
The first lady can Double Dutch
Social media, especially Twitter, is a global 24/7 session of Double Dutch. Only it’s with 500 million+ jump ropes none of which will slow down to let you in even though you just laced on a shiny new pair of Nikes and are carrying a swanky-fun handle.
Like Double Dutch you don’t run into the fray with your mouth open unless you want a 20-gauge rubber rope behind your bicuspids. You wait. You find the rhythm of the conversation then jump in prepared to be part of it.
Based on using Twitter in corporate communications and on building a company on the Twitter API, I’ve learned two things:
- Before you start tweeting: Shut up and listen!
- Never build a company on the Twitter API. (Another story for different day.)
By listening for a bit you’ll get a sense what the language and conversation is on Twitter and you’ll see what gets the most interest in whatever topic you’re keen on. No matter what subject, I think you’ll see that people who have a constructive point of view get the most engagement on Twitter. So when you do want to start opening your mouth, think back to the way back days of TechCrunch (circa when we thought Friendster was the big ticket). Michael Arrington made that blog more influential than mainstream papers by having a point of view.
So, if you get stuck on finding a voice for your next tweet or post, ask yourself – what would @arrington do?
Then when you’re jusssst about to hit send on your 11th tweet stop, drop and roll. Take a look at the first ten tweets and count how many of those are about: A) broad topic of conversation that we all care about, B) dialogue with other tweeps, and C) how wonderful you are.
If more than two are focused on category C, put the mirror down and remember this guiding principle:
As @louhoffman reminded me last week no one you first meet at a cocktail party wants to hear a commercial about how wonderful you are. They want to engage with you about new and common areas of interest. And, they’ll stay for a full cocktail or maybe two if you’re a smidge entertaining.
New rule is the old rule: 50/30/20
Spend 50% of your time talking about broader subjects on Twitter. Then, 30% actively engaged with other people. And, just a wee 20% woofing about your parents’ progeny.
I lied. I’m giving you some tips. The last one is: Who you are on Twitter is somewhat reflective of who you are following. Follow wisely.
If you want to be seen and served up in the Twitter “Who to follow” engine as a global leader in M&A but are following 1,500 skateboarders . . . then odds are Twitter thinks you’re more like Tony Hawke than Larry Ellison.
– Jose Mallabo
