April 24th, 2008 by Wendy McAuliffe
There’s no denying that over the past month or so, Twitter has increasingly become a brand promotion tool. On the media side in particular, journalists, newspapers and magazines are using the communications tool with increased frequency to break their stories.
What I’ve noticed is that subconsciously I’m paying far more attention to some media Tweets than others…while some are very useful and time-saving, others are admittedly going straight into my mental ‘spam’ folder. I thought it might be interesting to share my views with you on why I think this is, and seek your feedback…
It appears the most useful Tweeters are those who are using the platform under their own name, sharing not only their breaking news as it happens, but also their personal views on issues within their sector. Jemima Kiss is a great example.
On the other hand, journalists Tweeting under their newspaper or magazine brand are having a tougher job of attaining ‘stickiness’ with me. If the tool is only being used to promote stories, with no individual voice coming through, the Tweet is of far less value. I’d much rather receive news roundups as a daily email, than eight Tweets in a row. This is particularly aggrevating when the news isn’t exclusive or breaking, but rather something that is all over the news already.
Media Week has been making great strides on the social media front recently, and I was encouraged by its Facebook message on the subject of Twitter today:
“The twittering is also coming along nicely. So far we’ve been posting headlines and links, but we’re going to be flexing our gossip glands a little more in future so feel free to sign up for tip-offs on the stories behind the headlines – we’re at twitter.com/mediaweek if you want to keep an eye on us. If you’ve got any suggestions on what we should be sending out, just let us know.”
It will be interesting to see if Media Week can effectively combine personality with brand. Travolution is incidentially doing a very good job of this.
It would be interesting to know whether people agree/disagree with me…