As little as two or three years ago for most of us, we relied on information mainly from the mainstream media. Today, the internet is content rich (and of course has been for longer than a few years) and with “everyday” folks like me joining Twitter, Facebook, RSS feeds, etc. the content available is incomprehensible. I could go into all the stats available to support it, but since that’s not where I’m headed, I’ll skip that. Where I am headed is this: you are defined, categorized, listed, judged and perceived by both the content you post AND the company you keep. Yes, I said that and—although I don’t have the metrics to prove it—I can tell you from my own personal experience online that it’s very true. I have tweeted “You are what you Tweet” and what I mean by that is this: If you want to be recognized for a certain type of skill, industry, vocation, cause, etc, tweet 80% of content about or relevant to that subject(s). A new 80-20 rule: I tell clients to post 80% about business related content and 20% other stuff. What’s other stuff? I say reserve it for this: fun with other Twitter friends, hobbies, and family—but not too much. I think this is a good formula in general for keeping your “stream” valuable and credible, yet interesting while simultaneously demonstrating that you are indeed a real person with a sense of humor and knack for attracting like-Tweeters. Ah-ha!
Remember when you were in high school and your parents would cringe when you mentioned hanging out with someone who maybe fell into any of these categories: A. got into trouble with parents/authorities B. Used mean words, bullied people and generally was the class jerk; C. Got bad grades because they didn’t care; D. were always sneaking out and breaking rules to get ahead…you know the types. Well guess what? Those people are still out there on Twitter and in business and all over the world. I tell my kids now that if the kids their ages (11 & 15) are brats and bullies, they will most likely manifest those characteristics in other ways as adults. So, just like we learned to avoid those in high school, we should also avoid them online. Birds of a feather flock together! Simply put, I believe we are judged and evaluated by the company we keep on Twitter as well as how we debate and treat other people.
I’ll give you an example without naming names. In Memphis currently, we have a City School Charter up for grabs (we have 2 governments) and the issue is complex, involves legal issues, is highly political and emotional—we’re talking about education and kids. As this controversy unfolds, I have been amazed by what some high profile people—including some of our local media—have said on Twitter. Healthy and constructive debate is good. Bashing people on Twitter? Not so much. Talking about drinking games while our city council holds its meeting? Not smart in my opinion. I have watched as people of influence who might have “joined this conversation” have done the opposite—left it or decided not to share the Twitter stage with people whom they wish NOT to be associated with. I agree. It’s like when a client is included in a story in the media. I always want to know—of course we don’t always know—who else will be included in the story. Like it or not, I think we are judged by the company we keep. And it’s beginning to be clear to me on Twitter as well.
It’s been documented that being positive, helpful and generous on Twitter is THE way to earn followers and a good “Twitter Rapport.” I understand and support that but that doesn’t mean there is not a time and a place stand up for an issue or point. Just be sure you do it with grace and dignity. People are watching to see how we handle one another online. I believe that history will continue to write this as Twitter grows. Be sure your “chapters” are ones you will be proud of!
As I wrap this, I thought a few bullet points I use for my clients might be helpful to both individuals when developing their Twitter strategy:
Can you add more to this list? Thanks for reading and happy tweeting!