By now it's well known that Twitter can be an awesome tool for promoting your blog, but in a more general way, it's a tool for sharing your ideas. It's also part of his essence the fact that you can only tweet 140 chars, including links, tags and other people's ID when answering or retweeting. That let you with even shorter space to actually share your idea.
[We need an adapted version of the SUCCESs checklist that make us sticky communicators at the 100 chars threshold]That's when you need stickiness to kick in. You need too accomplish a lot of objectives with your messages, including grab your follower's attention, make them care, make them remember, make them believe, and of course, share your core message. That's a lot for 140 characters. And if add into the recipe that you need your followers to retweet you and share by word of mouth, the tweets better be sticky.
[Twitter's quintessential is the volatility of their messages, but you can use them as powerful lures to force people bite your hook and lead them to the flypaper, the one that holds your idea.]So we need an adapted version of the SUCCESs checklist that make us sticky communicators at the 100 chars threshold. This is my approach:
Simple: The message you are trying to share will always be too big to share, so you need to grab attention to make your followers click your link. You won't actually share your idea, but something that your followers already know, making sure that you left enough gaps in the information to force them to click. Be sure to fill those gaps in the link you are sharing. Also avoid abysses instead of gaps.
Unexpected: The idea shared is somehow related to the actual content, but applied in a way that needs a little thinking to make it fit, or maybe needing some more details to make it actually fit. This is great for sharing images.
Concrete: In Tweeter people tweet about nothing and everything. This point is mainly for remembering. Concreteness is not a crucial fact in tweets, cause you don't want your tweet to be remembered, you want concreteness in you message, after you got the precious click in twitter. Anyways, when possible, try to draw a clear image in the tweet that can be imagined by your followers and foreseen, or maybe try to recall something naturally sticky like "Oscar Mayer wieners" or the some old proverb "Bird in Hand"ish, Remember that spotting is just as good as creating, if not better.
Credible: Not much to say here, you wont get a click on An alien invasion radio broadcast these days, and if you get it, you probably gonna be "crying wolf" and will be unfollowed soon. Just keep it on rational limits where some thinking can make a good relation between your tweet and the title of your link.
Emotions: Try to hang from established ideas that make people feel something. Try to spot (or create) a good concept and relate it to your idea in some way. This is what will make people care. This is one of the most important things on tweeting. If you can make your followers care, you will get that click on your link. Usually spotting a nice article in their area of interest should be fine, maybe the best thing here is to know your followers, know what they care.
Stories: You simply don't have space to tell a story, but you can, again, hang from well known stories to make people care. Fables, popular ads, proverbs, famous or recent quotes are all good candidates. Again, the power here is more in spotting than in creating.
This is how i see, the SUCCESs list apply to twitter. In short, stickiness comes to a 2nd plane, after all, you can't expect people to remember something said on Twitter as it were a spot. The quintessential of Twitter is the volatility of their messages, but you can use them as powerful lures to force people bite your hook and lead them to the flypaper, the one that holds your idea.
Unsurprisingly, the SUCCESs checklist still 100% valid, the only modification is that you need to weigh things in a little different way. In this new scheme, the list is reversed. Delivering a core message is the less important thing to do, since we don't even have to have a message at all. Being clear isn't a good deal neither, sometimes a little blurriness can force some curious guy to click your link. But grabbing the attention of the reader is a must, keeping is not a huge deal in 100 characters, but getting it is the 1st mayor step. After getting the attention, you need your subject to believe, and here is your future credibility involved also. And after that, you need them to care about your message enough to make them click and start reading. Here's when the stickiness of your real content comes to play.
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Eduardo Avaria
www.thesocialpartner.comwww.twitter.com/edavaria
