BREAKING: #Strategies for highlighting your tweets

Technical and Engineering PR
The Fail-Whale in all its glory
We recently found an article on mediabistro.com/10000words dealing with strategies to highlight breaking news. While these may be suitable for news outlets the issue for us at Stone Junction is how appropriate they are for technical and engineering communications

In a perfect world, content would be king on Twitter. Spam-tweeting, ALLCAPS-using, hype-generating accounts would be banned and Twitter would never, ever go down for maintenance. Ever. Unfortunately this isn’t the case and the more unscrupulous accounts generate traffic by, as far as we can tell, SHOUTING ALL THE TIME.

This approach to garnering clicks and retweets isn’t particularly suitable however. Yet neither do we wholly agree with the tips given in the article. Strategies such as starting the tweet with “Breaking,” “BREAKING,” or even “#BREAKING” or using excessive punctuation serve to make the tweet stand out from others but, in our opinion, look unprofessional.

The issue is that such strategies do increase traffic if used sparingly. As soon as one account starts a tweet with “BREAKING,” it leaves money on the table for others until everyone is doing the same, at which point the extra impact those capital letters have is lost.

Similarly the advice given in the article to maintain two twitter accounts, one for general updates and another for important news which is then retweeted by the main account, seems to be too time consuming for the typical technical business.

Our advice? Capital letters and hashtags work well when used sparingly. In the words of George Clooney in the Rodriguez classic From Dusk Till Dawn, which eerily predicted the best social media etiquette, “everybody be cool.”


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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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