I’m starting to think more and more that the power of a tweet or other piece of content can be distilled down to just a few basic parameters. The two that stick out to me most are utility and entertainment value, though there are sure to be others. Just sticking to these two for now, take a few examples on Twitter:
@badbanana
This guy seems more like Jack Handey (of Deep Thoughts fame) than the creative director of a Nebraska communications studio:
I didn’t have to chew my leg off to get out of that boring meeting, but doing so certainly sent a strong message.
Utility: Somewhere near 1/10.
Entertainment: 8/10.
@guykawasaki
Famous internet entrepreneur, founder of Alltop. A couple of sample tweets:
How to get the most marketing bang out of your next event http://om.ly/bXdm
Reverse graffiti artist http://om.ly/bXbw
Utility: 8/10.
Entertainment: 7/10.
@twitter_tips
Tips, tools, and status. A running twitter bible, basically:
The lists you are on “tag” you…& make people search better: http://j.mp/1cjOgA –Share: http://bit.ly/1J1hmZ
Utility: 9/10.
Entertainment: 3/10.
So let’s plot this all out…
These strategies are different from each other and each works well to meet the specific goals toward which it is oriented. What’s common among all three is that they engage by giving, by adding interest and value. A marketer contemplating social media strategies would do well to consider potential content within this framework. If it falls in the bottom left corner, it’s probably time to rethink the content.