These Tweets are common from the media:
“Tonight on [station name].” That line is followed by a tease to get you to watch or listen to an upcoming newscast. The Tweet ends with “Plus video you have to see!”
If a Tweet successfully persuades you to watch a newscast or visit a website, that might add to a media outlet’s ratings or clicks. That, in turn, is good for the bottom line. And that opens up an interesting debate.
Is social media simply another sales tool to drive you to a more traditional-type website, newscast, or in the case of business, brick and mortar store? Or should something such as Twitter offer people real, tangible information that benefits without needing to click a link or pick up the remote?
Keith is experimenting with this concept. Recently, he has more often used Twitter and Facebook to provide information on breaking news and possible investigations. His followers don’t need to click on anything to understand what’s going on (unless they wish to see a picture or video from the scene.). His followers don’t need to wait until the 5pm news to get the gist of what he’s talking about or the answer to a tease. He’s almost functioning as a small (a very small) version of the Associated Press. He’s his own newsroom. This is in contrast to acting like a promotions or sales department.
Whether it’s a reporter like Keith or a small business, the goal of providing real information without the selling aspect is to establish a relationship or connection that ultimately helps the bottom line. You’re thinking long term. You’re not thinking short-term satisfaction.
As always, the answer to this debate is probably somewhere in the middle. Maybe a mix of both techniques is the way to go. But I feel safe to say Twitter is more than just a tease.
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