'I tweet six times a day - why am I getting no interaction?'
I posted a tweet earlier which received 314 retweets and 545 likes within the first two hours. What did that mean for me and my brand? It was seen by 75,455 prospective clients... 628 people every 60 seconds.
Did I write about my services? No.
Did I write about PR? In a way, yes.
Did I write about something relevant to my audience? Certainly.
While I don’t offer social media management to my clients as a solo entity - I wholeheartedly believe that social media cannot simply be outsourced and achieve results by sharing the same marketing content day in day out - I can tell you this... Your social media content will come naturally as a result of sharing interesting things that you’re doing within your business.
Do you have an opinion on something topical?
Have you employed new people?
Have they done something worth sharing?
Twitter is constantly changing the way information spreads online. Links that would have been blogged a couple of years ago are now more often shared on social media instead, which fundamentally changes strategy when trying to get content to spread.
Publishers can complain and wistfully wish for the good old days of blog links and Google juice, or they can adapt to the new reality Twitter represents. Getting your content “ReTweeted” on Twitter can drive significant quality traffic to your site, which in turn can boost your subscriber numbers (and customers!).
Here are 6 factors you need to take into account when trying to get your content to spread further on Twitter.
1. Call to Action
Retweeting is an action you wish your readers to take, and, like any other action, the best way to persuade people to do it is to ask them to. And, when a user retweets your content, they’re very likely to also repost your call to action, lending it their credibility and influence. Research has shown that the word “please” occurs in retweets far more often than it occurs in other Tweets.
There is definitely a window of time during which sharing occurs more often. The first few days of the business week, Monday through to Wednesday, typically see more interaction than Thursday, Friday and the weekend.
Time of day is also very important; between 9am and 6pm the amount of retweets increase dramatically. However, this could be change completely depending on your audience. Is your audience new Mums? They’re like to be up at 3am with baby as well as being at home throughout the day. Is your audience the teenage boy? We all know that they don't even wake up until 11am!
Note how I used #BuckinghamPalace to coincide with my comment on breaking news? I couldn't offer the same in-depth knowledge as a royal correspondent so instead opted for a humorous comment linking the news to something relevant for people interested in the media and PR.
70% of all retweets contain a link or some kind of media. This is good news for marketers in that it demonstrates that the mechanism of retweeting is an acceptable way to spread your off-Twitter content, i.e. the blog page on your website.
5. Social Proof
Nearly every form of sharing on twitter includes some form of social proof. Humans have a natural tendency toward imitation, especially of those who they assume have more or better information than themselves; i.e. celebrities. The likelihood of a tweet being retweeted increases dramatically each time it is retweeted - so once the ball is rolling you're normally good to go.
Every “social media expert” tells you that you have to “add value” in social media, and while I’ve been guilty of this a few times myself, “value” is far too nebulous a word to be considered useful advice. Sorry.
In the context of retweets I really think that value comes in a variety of formats. A few common, concrete examples are:
- Instructional Content 'How to...'
- News, (if you'd like to share your own I can help with that) with links to/comments on)
- Warnings (like the DM phishing scam)
- Freebies and Contests
Social media is often made to seem much more confusing and daunting than it is (which frustrates me terribly!). Just share content that will evoke a reaction or emotion from your audience and, more often than not, people will stop and listen.