Posts

To Tweet or Not to Tweet

With all the talk surrounding Elon Musk’s Twitter “takeover,” the question remains—is it valuable to have a presence on the platform?

The answer is an easy “yes” if Twitter trends more towards a free speech zone. But even if it doesn’t, we argue there are still good reasons to log on. While only 23% of Americans are on Twitter, almost everyone that you need to stay in contact with to build a media presence is — producers, reporters, bookers, and hosts. Even if they don’t officially follow you, they often check Twitter feeds of guests to judge legitimacy.

If you want media coverage for your issue, organization, and/or brand, you have to start tweeting. Here are a few tips to help you use Twitter to your advantage:

#1 — Remember, you are what you tweet.
What you tweet about is your brand, so don’t go viral for the wrong reasons. Instead, think reasonably and be persuasive on issues you care about, even if doing so only results in a few followers at a time. Slow and steady wins the race.

#2 — Be consistent.
Tweet at least once a day (Monday-Friday) to build a following. Comment on news-of-day issues that are in line with your brand. Quote tweet people talking about those issues to show agreement and disagreement.

#3 — Get personal.
Because you are what you tweet, strive to be more than just your issue, organization, or brand. Tweet out personal photos, and comment on your hobbies and activities of the day. Doing so gives people insight into who you are as a person and makes you more interesting to follow.

Trump, Twitter, and You

Twitter has been the hallmark of Donald Trump’s communication style from the beginning of his presidential campaign until now. The likelihood that he’ll suddenly log off is laughable, especially as we’ve watched him receive overwhelming coverage for recent statements.

But as the Trump administration moves forward, his tweets will only increase in importance. (READ: midterm elections, relationship with North Korea, tax reform success, etc.)

If you haven’t fielded a question yet about his social media presence, you probably will…and soon.

So, how do you keep the conversation focused on your message instead of the world’s most famous Twitter account?

Here’s our suggestion for how to navigate:

Q: “What do you think about <insert latest tweet>?”

A: “I’ll let the TV pundits and communications experts hash out the effectiveness of his Twitter strategy, but when it comes to <insert talking point>.”

By focusing on the substance of the policy behind the tweet, you can sidestep the semantics for the most important thing: the issue. Don’t fall prey to arm-chair quarterbacking the tweet itself, focus on substance and you’ll make better use of your 30 seconds to clearly deliver your message.