Originally published by our senior digital strategist Boyd Neil on his personal website on June 4, 2014.
Is that tweet as aggravating to you as it was to me when I saw it last week? No, I don’t need to know about those stories, don’t care about them and won’t read them now.
I get it: the job of coming up with attention grabbing and engaging tweets is as tough as that of the newspaper headline writer. (Assuredly my headlines suck as you can tell.)
Still, content managers, brand tweet writers and journalists should try hard to avoid what could be called the ‘BuzzFeed’ effect. Here is a very personal typology with a few examples of BuzzFeed tweet-types that should be scrubbed from the community manager’s lexicon.
The Coney Island barker
- ‘Check this out’
- ‘Congratulations you have already won . . .’
The link bait special
- ‘7 things you should know about now’
- ’11 things you didn’t know xx could do’
La grande séduction
- ‘Come with me to change your life’
- ‘Fancy yourself as an early adopter?’
The suggestive question
- ‘How do you know when it is time to . . . ‘
The who-even-thought-that-was-a good-idea
- ‘What’s your fun fact about our product’
- ‘Ask us’
- ‘OMG . . .’
Maybe there are studies that say these work. But not on me, and I imagine on fewer and fewer people now who are tired of being shouted at, patronized or told what to do on social networks.
Here’s an approach that made me click through immediately, however.
Why does this work? Because The Guardian’s expresses a point of view forcefully and there’s enough in the statement to let you know exactly what you’ll find at the link: The NYT ‘carnival barker’ tweet told me nothing and offended me in the doing.
Let’s try for The Guardian model of tweet more frequently shall we.