Sunday, September 28, 2014

Alligators, Pepsi and Association Social Media

I was standing at the kitchen window the other day and saw an alligator swimming up river.

It was gone within five minutes.

Later I was sitting in my car and noticed a Pepsi trunk drive by. 

 It was gone in less than a minute.

Both reminded me of a quote attributed to Guy Kawasaki:
“Twitter is like a river. If you tweet when people aren’t looking, they’ll miss it. So, for important information, tweet seven or eight times.”

For associations seeking to enhance their social media presence, the idea of repeating your Tweets represents value.

Here is “Repeat Your Tweets” advice from Guy’s website:
  • If you’re trying to make a living with Twitter, you need to be persistent and come to terms with something unique about Twitter: Twitter’s Buddhist! It’s a river of news into which you can never step into the same river twice! So, you need to think about repeating tweets to cover at least the UK, East Coast, Central, Mountain, West Coast, Hawaii, and Australia — the English-speaking world! And there’s a lot of crossover, but you really are leaving behind 2/3rds to 3/4ths of all of your coverage if you don’t repeat your tweets — and since Twitter doesn’t allow us to repost the same tweet more than once, you need to get creative. 
  • My tweets are repeated 4 times to reach all timezones.
  • I repeat my tweets because I don’t assume that all my followers are reading me 24 x 7 x 365. This is the same reason that ESPN and CNN repeat the same news stories (without updates, simply identical reports) throughout the day. I’ve examined the click-through patterns on repeat tweets, and each one gets about the same amount of traffic. If I tweeted stories only once, I would lose 75% of the traffic that I could get.
  • Tweets linking to the posts are repeated four times, eight hours apart. Many people have asked me about this practice—and seldom in a unemotional way. :-) The reason that I do this is that few people monitor Twitter all day, so if one tweets something once, people are highly unlikely to see it if they aren’t constantly online or follow very few people. I picked eight hours because this means that even if the first tweet goes out at the worst times for traffic, one of the repeats will hit the best times (7:00 am to 10:00 am Pacific or 7:00 pm to 10:00 pm Pacific). For example, a first tweet at 3:00 am Pacific then hits 11:00 am Pacific and 7:00 pm Pacific. If I follow common wisdom, I would have tweeted it once and lost 1,200 clicks—that’s the bottom line. 
What I discovered from Kawasaki’s post is to Tweet in differing time zones. That is something I have not been doing but will start doing.

Yesterday I read a related post via Hootsuite titled 3 Tips On How To Discover The Best Time To Tweet.

If you are trying to grow your presence on Twitter, you’re probably wondering when is the best time to tweet, so you can get the most value out of this social network.
Tip #1: Your geographic location matters
Tip #2: Use the right tool
Tip #3: Make sure you engage on social media

If you want to schedule Tweets across time zones, you need the right tools. Personally, I use Hootsuite to schedule Tweets.

What is your association doing in this space? What lessons have you learned?

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