Twitter can be powerful, and using it correctly is important. Image: Flickr / rosauraocha / CC-BY-SA
Twitter is one of those media that can be incredibly useful yet frustrating. One study has found that for news organizations, Twitter is simply a broadcasting medium. At the same time, Twitter royalty is turning the keys of the kingdom over to management.
Broadcasting the news
Released by the Pew Center for Journalism and authored by researchers at George Washington University, “How Mainstream Media Outlets Use Twitter” was released Monday morning. The study analyzed the Twitter streams of several large news organizations and their reporters. The report found that the majority of Twitter streams were essentially rebroadcasts of their news stories. More than 93 percent of tweets were links back to that organization’s website, and the “headline” stories were the same across the board. Only 2 percent of tweets were information-gathering. Individual reporters were only marginally better, with 3 percent of tweets seeking information. In short, most journalists and broadcast media use Twitter as another medium to broadcast, not to interact.
Ashton hands over Twitter account
Ashton Kutcher’s @AplusK Twitter account has long been considered one of the most prominent examples of the power of Twitter. The film and TV star boasts more than 8 million followers on Twitter and is known for speaking without much of a filter. This unfiltered speech, however, got Kutcher in trouble when he tweeted about Joe Paterno’s firing because Kutcher spoke before he knew about the child sex abuse scandal. Followers erupted with anger and frustration, and in the fallout, Kutcher decided to turn his account over to his “communications team.” Many fans have expressed worry that Kutcher’s messages will fade into the din of overly managed, politically correct celebrity tweets.
What there is to learn
These two pieces of Twitter news highlight the fact that Twitter is a powerful medium. There are Twitter accounts out there that do gain popularity merely by broadcasting. The most successful Twitter users, however, are interactive. The best way to build followers is to show personality and interact with other Twitters authentically. Do not expect to build readers without interaction. Respond to messages, engage in interactions with your followers, and be as authentic as you can be.
