Wick Communications

Twitter strategy? What’s that?

In Social media on May 4, 2017 at 12:49 pm

So, what is your Twitter strategy?

If you are like me, “strategy” is just another word for “posting whenever I get around to it.” Which doesn’t seem very strategic, does it?

Last week, the good people at Huffington Post announced they were rebranding a bit and redesigning their digital footprint. Editor Lydia Polgreen talked about it in a very thoughtful way here.

Part of what she said was, “Facts and truth are basic elements of the news. But they alone are not enough. Emotion, humor and empathy are also essential ingredients of journalism that helps you know what’s real…”

She is definitely on to something. One way her organization is tackling the problem of inserting voice into its reporting is with a new Twitter strategy. …

As David Cohen reports in AdWeek, a different editor or reporter will have the keys to @HuffPost every week. He or she will post the best stuff from the site at a quick clip, just as the organization’s social media types have always done, but he or she will also post more intimate things from a particular beat. The idea is to expand the brand of individuals like @lpolgreen and to pull back the curtain a bit on the wizard.

I think many of us could do a little more to promote the brands of our star reporters. Our Twitter posts need to be reasonable and people like me have to understand that I represent the company whether I’m tweeting as @HMBReview or @Wicknews. But we don’t have to be dry. You can let some personality shine through.

I know it feels like a tricky balance and some of us who grew into this business in another time might find it a bit unsettling to be humorous or a bit snarky when essentially representing our employer. It’s true that not everyone can pull it off. But some of us should.

Is this something we should talk about our on our editor calls? I’m happy to.

Clay

 

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