By David Sheets | April 11th, 2012
Kind of silly, huh, telling people to be brief on Twitter? After all, who can possibly wax wordy with only 140 total characters?
The answer: everyone.
It turns out that tweets using the full count are not as widely read as those running 20 to 40 characters less, public relations and social media analysts say. For one thing, Twitter is a scannable medium, something we can read in a glance. A simple sentence — subject, verb, object and little else — registers with us faster than a sentence padded with adjectives, adverbs and pronouns. Those supplementary words may be good for grammar, but they can act like speed bumps on Twitter, slowing down our understanding of what’s said.
For another thing, the shorter the tweet, the more likely that followers will fill out the rest of the empty space behind it with ideas of their own, because the Twitterverse abhors a vacuum.
So, when you tweet, keep it short and sweet. But in striving to do this, make sure those tweets have one or more of these things:
At least one link — Web links make tweets valuable by providing more information than the tweet can do on its own. Readers see such tweets as portals to other places they may not already know about. The result: tweets with links are two to three times more likely to be read than tweets without them.
At least one “hashtag” — Prefaced with the pound sign (example: #SPJ), any word or string of connected words becomes a searchable element in Twitter. Hashtags are essential to search strings and topic lists, so including a tag greatly improves the chances that a tweet will turn up in searches by other Twitterers not already in your network.
A reference to at least one other Twitterer — Mentioning at least one other Twitterer fairly guarantees that tweet will trickle through said Twitterer’s network. That’s because social media is, at its heart, an ego-driven tool, and the more egos you massage, the more likely those egos will massage you in return.
A photograph — Social media is increasingly a visual experience, as the rapid rise of Pinterest and Facebook’s purchase of Instagram can attest. That’s why more photos have been appearing on Twitter via tools such as TwitPic. As the saying goes, “A picture is worth a thousand words,” or a thousand more than fit in a tweet. By some estimates, tweets with photos are five times more likely to be retweeted.
A full biography — There’s not much room to muse in Twitter’s bio space, either, but a concise self-description attracts other Twitterers as much as a well-reasoned or witty comment. Openness is attractive; people tend not to engage others on social media who avoid being forthcoming about themselves.
David Sheets is a sports content editor at the St. Louis Post-Dispatch and STLtoday.com, and president of SPJ’s St. Louis Pro chapter. Reach him by e-mail at firstname.lastname@example.org, on Twitter at @DKSheets, or on Facebook and LinkedIn.