Some time ago, I managed to pick up a signed hardcover edition of Jab, Jab, Jab, Right Hook by Gary Vaynerchuk at a used bookstore. I didn't even realize it was a special edition until I got home. This book is Gary V's summary of his recommendations for using social media including advice on Facebook, Twitter, Pinterest, Instagram, and Tumblr.
I asked brianball if he was familiar with the book, and he said he gets the gist: Give. Give. Give. Ask. I want a deeper dive, and I'm curious how much of Gary's advice in 2013 is still relevant today. Without further delay, here is my summary of the chapter on Twitter.
Gary's opening line for the chapter is the following: "I talk about Twitter with almost the same affection as I talk about my children. It's had that much of an impact on my life since I started using it to reach out to customers in 2007."
He says on Twitter, and this platform alone, content often has far less value than context. With few exceptions, a brand's success on Twitter is rarely predicated on the actual content it produces. Rather, it correlates with how much valuable context you add to the content--your own, and that produced by others.
The main mistake most marketers make is to use Twitter primarily as an extension of their blog, a place to push a link to content that they have posted elsewhere. They'll often also use it as a place to brag, especially by retweeting favorable things people say about them, a new form of humblebragging he calls "birdiebragging." There is a time and place for both of these types of right hooks, but not to the extent that most companies rely on them.
Twitter primarily rewards people who listen and give, not those who ask and take.
Twitter is the cocktail party of the internet--a place where listening well has tremendous benefits.
Breaking out on Twitter isn't about breaking the news or spreading information--it's about deejaying it.
There is no better resource than Twitter trends for creating the real-time context as well as the up-to-date content so imperative to staying relevant.
Do not pretend to be anyone other than who you are. That said, don't take yourself too seriously, either.
You want to be gentle and subtle when you're jabbing, but when it's time to ask for business, go for it. Don't be bashful. Own it.
Questions to ask about your Twitter content: Is it to the point? Is the hashtag unique and memorable? Is the imagine attached high quality? Does the voice sound authentic? Will it resonate with the Twitter audience?
brianball
This comment is not just about Twitter
Gentle and Subtle when jabbing.
The main thing to figure out is -- why should somebody care.
Notice that's different than: Why should EVERYBODY care?