The other day, I was scrolling through my LinkedIn update feed when I saw this post from a connection who was obviously having a “Network” moment:
“ENOUGH WITH THE TWITTER UPDATES ON LINKEDIN!!! IF I WANTED TO READ ALL YOUR TWITTER POSTS, I’D DO IT ON TWITTER!”
There were several comments from people who were also mad as hell and not going to take it anymore. Some stated that they’d severed ties with contacts for this offense and implored judicious use of applications that share tweets on other networking sites. One entertaining rant pointed out that every random tweet didn’t deserve its own hashtag: “A single hashtag does not a trend make!”
I don’t mind reading Twitter updates on LinkedIn or any other site as long as they’re informational, varied and entertaining. What I don’t like, is when I see the same, exact tweets from a marketer over and over again until they lose all impact. A manufacturer of iPhone cases has been tweeting about their leopard-print line since well before Christmas. Surely, they have another line by now and if not, why not? A business advisor has been tweeting for some time about his personal services with vague references to ‘satisfied customers’ but if so, who are these customers cause I’d like to hear from some of them right about now.
How can a marketer strike the balance between too much information and too little?
All things in moderation. Don’t auto-schedule the same tweets and don’t re-tweet ad infinitum, you’ll bore your clients and drive off potential customers. Find a unique way to tie your message into time of day if possible so it resonates. Starbucks might tweet early about the coffee flavor of the day; Tyson could tweet new chicken recipes in the late afternoon when people are wondering what to make for dinner. Be topical, if something newsworthy helps you segue into a trendy tweet, have at it, but watch that you don’t offend anyone.
Variety is the spice of life. Post videos, feature customer testimonials, offer coupons so your followers never know what to expect. Think of your favorite store. Why is it your favorite? Probably because you find something new and different each time you visit it. If all you found there was the same tired merchandise day after day, you’d soon be shopping elsewhere.
Brevity is the soul of wit. Be brief, people have a lot of tweets to get through and they don’t have time to search through 140 characters to find your real message. “Today we have an extra special treat for you! Something you may have been wishing and praying for so go to our site and get your offer now!” That tweet was a 140 character tease that you might think is clever but it could irritate followers who click through to find that your offer is NOT one they have been wishing and praying for. The three basic rules of public speaking do not apply to Twitter (tell them what you’re going to tell them; tell them; and then tell them what you told them). Cut to the chase and just tell them.
Nothing personal. I’m sure that you’re a lovely person, whoever you are, but if you’re tweeting on behalf of your company or product, I don’t need to know what you had for lunch today. I follow your company or product, not you, so keep it professional. It’s not about you. Sorry, nothing personal.
I could go on but oh, never mind, that might be too much information. 
