Twitter’s most valuable attribute is its ability to share timely information with key audiences. Whether a trade organization commissions a new study, a nonprofit reaches a fundraising milestone, or a company announces a new hire, Twitter allows businesses, nonprofits and individuals to spread the news and build online buzz in a matter of minutes.
The challenge is how does one fit all the compelling information in 140 characters?
Less is more
While the strategic partnership your accounting firm launched with a local IT company may have value for your clients, cramming every morsel of the news into 140 characters can cause information overload. When you format the announcement for Twitter, consider how to make the news retweet friendly.
For example, leave 20 characters available at the end of the tweet so people don’t have to shorten your announcement before they retweet it to their followers.
Tease your followers
Did your nonprofit recently commission a study on how budget cuts impact client service? Are you eager to share the compelling data with your followers? Extract one key statistic that will catch people’s attention. For example, tweet: “X percent of nonprofits nationwide reduced services due to budget cuts,” with a link to the full report.
Twitter is a valuable tool to increase website traffic. Include a link to the full story behind your tweet to drive people to your website. When you leave room for retweets, you’ll make it easier for people to share your news, which further increases website traffic.
Retweet-friendly tweets help increase the number of people who see your message. They also prevent people from misconstruing your message. When updates are long and a retweet makes them more than 140 characters, users have to cut characters before they can share. This can unintentionally spread misinformation which, depending on the inaccuracies, can ultimately damage a brand.
Danielle M. Cyr is director of social media and senior PR account manager for Co-Communications. A version of this article first appeared on the Co-Communications blog. Follow her on Twitter @DanielleCyr.