In NYC this week, #140conf is pulling back the covers on “meaning” in the social context. Over at #e2conf in Boston, they’re taking a hard look at Enterprise Social, aka #e20. It’s a unique opportunity to take a checkpoint.
What is our intention for engaging via social media? Why are we here?
Sometimes it can feel like a very large echo chamber, but I think that’s self-inflicted. In short, we’re not focusing on the value in front of us. Here’s my take:
The value of social is linked directly with our content equity .. our ability to recognize, expand and share good ideas in the marketplace.
Sounds like a mouthful, but its easier done than said. The best way to accomplish this in Twitter is to be focused and intentional in what we tweet about, putting thought to what we’re saying and who we’re trying to reach. And it starts with a well designed tweet. A powerful tweet has 5 primary elements, to drive maximum value:
- Your opinion. This is the value add that you provide to the content. It’s the essence of social media. Without this, you’re simply passing the raw idea on “as is” without benefit of your experience. You play a HUGE role in interpreting the content. I think it should appear first in the tweet, for maximum impact. Often saying “YES” or “AGREE” or “+1″ is enough.
- Idea Frame (aka the Headline). What is the big idea? Be creative. Succinct. Relevant. If you’re RTing a poor headline from another source, now’s your chance to fix it. I try to put it in quotes, so it’s clearly the main focus.
- Link to long-form content (use a shortener, like bit.ly). There must be a link to valuable content, even if (and often especially if) it comes from someone else. It’s possible to deliver meaning in 140c, but it’s easier to deliver it in a 350-word blog or white paper, then amplify/discuss it in 140c.
- Credits. Who is behind this great idea? Use their Twitter-IDs. I use “by” for the author and “via” if its a referral.
- Context (aka the Hashtag). Without relevant connection points, the content in question lacks context. Who cares about this idea? What communities or thought streams need to know? A tweet without a hashtag has a significantly shorter half-life. This is perhaps the single most under-utilized aspect of effective #140c engagement.
And you’ve got 140-characters to do all that. Get to work :)
As T.S.Eliot said, constraints force the mind to its maximum creativity. All these elements matter. This is both art and science, really. The most valuable and meaningful tweets reflect the DNA of good ideas.
In the social space, many, many smart people are out there, and they’re eager to share their great ideas. That means we have an almost limitless opportunity to drive/extract/expand value by participating in the exchange. Our role in the social marketplace is about connecting on quality content and bringing it forward, enhancing it, making it better, more relevant, more useful .. and yes, #140conf folks, ultimately making our collaborations more meaningful.
I’m in the back channel for #140conf (NYC) and #e2conf (BOS) this year, but that doesn’t mean I’m not a part of the fray. If you want to discuss this further, you’ll find me at the event hashtags as well as my home collaboration tag: #cdna.
See you online.