Leaders in Pharmaceutical Business Intelligence (LPBI) Group

Tips on 280 Character Tweets on Twitter.com

Reporter: Aviva Lev-Ari, PhD, RN

The FIT members @LPBI Group are edified by the following advice and tips on TWEETING

From: Gail Thornton <gailsthornton@yahoo.com>

Reply-To: Gail Thornton <gailsthornton@yahoo.com>

Date: Saturday, March 2, 2019 at 5:33 PM

To: Rick Mandahl <rmandahl@gmail.com>, Amnon Danzig <amnon.danzig@gmail.com>, Aviva Lev-Ari <AvivaLev-Ari@alum.berkeley.edu>

Subject: Re: In 280 Characters

Aviva:

Please let me offer some recommendations, suggestions and advice on how to compose tweets moving forward. These tips are a departure for how you currently compose and post tweets.

You need to find businesses, universities, research centers, who have a large number of followers (upwards of 500,000) and target them with your tweets.

Keep Tweets conversational.   Avoid business jargon when possible.

Think about how your content will be consumed by your followers. Would they want to retweet it or pass it along to others? Incorporate humor, inspiration and newsworthy content to draw followers in.

Twitter is particularly powerful at driving “amplification” for brand messages–retweets that share your message. In fact, 78% of user engagement with a brand’s Tweets is in the form of Retweets, This is essential in getting more people to read your tweets.

Tweets that contained more adverbs and verbs have a higher click-through rate than tweets with more nouns and adjectives. So the general rule that action words make for stronger, more compelling writing is also true for Tweets.

SUPER IMPORTANT: 

Consider creating a hashtag that is short, recognizable by followers, and allows them to easily follow along. If you’re using an existing hashtag, ensure you’re adding value to the conversation. The volume of hashtags is important as well: one or two hashtags can get you up to two times more engagement than tweets without hashtags (not 8-9-10), according to a study by Buddy Media/Salesforce.

There is usually a spike in retweets among those in the 71-100 character range—the “medium” length tweets column in this chart.   

Tweets with images received 18% more click-throughs, 89% more favorites, and 150% more retweets.

There is a 30% greater engagement rate when Tweets are published during the day (between 8AM-7PM). This makes sense if you consider the majority of news, store hours and activities happen during the day.

For example, a content calendar that you should adapt for LPBI. All businesses with Twitter accounts have a monthly content calendar that precisely and strategically lays out each day what you want to tweet. It is not a random act of tweeting that gets you noticed.

• On Monday, you could launch a Twitter-only promotion for your followers. Tweet an online offer code or a secret word for customers to use when they visit your business.
• On Tuesday, tweet a behind-the-scenes tour of your business. Highlight how your products are made or where they are sourced from.
• On Wednesday: Create a regular series of Tweets that are informative or surprising such as tips.
• On Thursday, retweet a few positive customer reviews. Or tweet some industry-related news your followers might find interesting.
• Finally on Fridays, give customers a glimpse into your workplace culture. Tweet photos or Vine videos of your colleagues and employees hard at work or having fun.