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Meet my micro-blogging coach

04/20/2009


When it comes to killer apps for Twitter, Mr. Tweet is spot-on.

Mr. Tweet provides highly granular usage statistics in three key areas that creatives love most — especially interactive types. (What your peers call feedback.)

It’s a great teaching tool cum testing ground that measures both the effectiveness and reach of my Tweets. Basic Mr. Tweet usage statistics include:
1. Average daily posts.
2. Engagement (%) via retweets and replies.
3. Enhancement (%) via links.

Developed by @mingyeow & @ambivalence

Developed by @mingyeow & @ambivalence

Especially sweet are the friendly benchmark comparisons to Twitter’s founders and the community at large. (Yes, mine are rated above average. But that’s not the only reason I think they are sweet.)

So now, with the Twitter love warming down, here’s some quality management insight. What makes Mr. Tweet stats valuable to me a Web 2.0 creative trained in the old school of response rates and ROI? You may find that my answers work for you, too, in crafting stories that engage, enhance and empower communities.

Average daily posts — a fine line between enjoy and annoy

Frequency and loyalty go hand-in-hand. Knowing my daily post average ensures that I’m adding content at a reasonable pace. Without enough content, your profile gets lost in the stream.

At the other extreme, some micro-bloggers fill a screen with a wallboard of simultaneous posts. What started as a micro-blog becomes a full page ad.

Frequency and Loyalty (%)

Frequency and Loyalty (%)

Knowing my daily average helps me stay true to my mission of engage, engage — and oh, yes! Did I say engage? My tweets offer breaking news, articles on all things media, marketing, research, and camaraderie here and there. My daily average stands at 4. As a M-F tweeter, my 5-day average would skyrocket. In all, the feedback is spot-on to my non-scientific projections for an independent consultant, using a back-of-a-napkin media plan.

Here’s the lesson. Connectivity is key. Posting frequently demonstrates both interest and attention to your community by  featuring topics of mutual interest. What’s the optimum? There is none. There’s a fine line between enjoy and annoy. I think of it as credibility.

If you’re reading a little of AIDA and RFM in this post, the allusion is intentional.

Engagement — the difference between monologue and conversation

Tweets matter!

Tweets matter!

There are so many ways to engage. Generally for Twitter purposes, it means replying directly to someone’s posts or resending (called retweeting) an exiting post to your community. I’m assuming these are what the measures represent. Someone asks for advice, info or an opinion and you respond. You find an interesting story and post. A follower finds it interesting and retweets.

Then there’s the immeasurable effect. Recently I posted a slice-of-life link to a story about a Jersey City high school basketball coach that appeared on CBS Sunday Morning. Surprise! A follower, it turns out was good friends with the coach and gladly retweeted. Talk about six degrees!

Enhancement — giving forward wins every time

Empower your little patch of Twitterville with ideas, information, and participation. Solve a problem, serve a need, or give something back with links to videos, articles, fun photos, and other resources. That’s just plain-out hospitality. Providing helpful info shows respect for your direct followers and each of their communities. Using search tools, you can also follow a topic that matters to you and join in. Twitter is free and open. That includes contributions like these free Happy Bird Twitter icons created by @RussAdams

So that’s my non-scientific, journal-istic review of Mr. Tweet feedback.  What’s your view?

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