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Posts Tagged ‘strategy’

Retweeting Without Reading? Yeah, It’s Happening– and It Affects Journalism Strategy on Twitter

Worth noting for journalists looking to measure engagement on the Twitters: your retweets aren’t necessarily your click-throughs, and the two unfortunately may have almost no correlation either.

Hubspot’s Dan Zarrella analyzed 2.7 million tweets that contained links, and his findings show that the retweets and click-throughs had only a sad Pearson’s correlation coefficient of .038. More vividly (and perhaps this is a stat that’s easier to understand), an entire 16.12 percent of the link-containing tweets Zarrella analyzed generated more retweets than clicks.

Digesting those stats, that means your assumptions are probably right when you notice a weirdly fast retweet, or see a RT of something that you already recognize as not true: Zarrella’s study implies many people tweet a link without even clicking on that link.

Forget about “RT are not endorsements.” RTs may not even be an acknowledgement that a particular link was clicked, let alone read.

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No Strategy for Twitter Favorites? 5 Ideas

It may not seem natural because of Facebook’s “like” button, but Twitter “favorites” can be for storytelling.

The page on which they are chronicled, after all, is a timeline of sorts, tracking whatever tweets you decide to attach a star. It’s essentially curation, even if often unused. It’s another platform to reach folks — particularly the most curious — and convey information, hopefully all while keeping an experience fluid.

I don’t know anyone who regularly checks a Twitter user’s favorites, of course. But favorites are there, and you have to expect it happens. At bare minimum, it’s fun to go poking around on your follower’s favorites and see how they’re using them.

So that’s what I did: poked around, but on the favorites pages of some journalism organizations I follow. The result? Usually some laughs (which isn’t necessarily bad).

Below are some examples of what I saw, some of which are kind of funny. The conclusion? Many a time, at least to the average user who stumbles upon them, a journalism organization’s usage of the “favorite” is rare and/or obscure.

The New York Times (@nytimes)

Kudos for favorite-ing that last one?

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When Creating Social Media Strategy, Get Customer Input

When developing a social media strategy, it’s easy to get buried in the data. Much of your time is spent in meetings with colleagues, stakeholders, managers and so on.

After all of that, and everyone has signed off, you might start feeling like you’ve hammered out a workable strategy for social media pages and online communities that your customers will find interesting and engaging.

But if you haven’t  asked a real customer what they’d like to see, your strategy is fundamentally flawed.

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