by Emily Tozer
If a publication isn’t on Twitter yet, it’s missing out big time. Magazines and newspapers use Twitter to link readers to their online content. With only 140 characters to lure your mouse over the link, editors are choosing their words very carefully.
A few editors shared their tips for getting clicks on FolioMag.com. Two mentioned the importance of not being robotic with their tweets. How do they do that? By pulling interesting facts or quotes from the story that will make you want to know more. By replying to follower’s questions and comments. By providing fresh content on each social media platform rather than regurgitating their content onto multiple.
“It’s all about humanizing your digital presence,” said Allie Townsend, social media producer at TIME.
Chances are, you follow editors of your favorite magazines as well as the publication’s account. Social media in general, and Twitter especially, makes it so easy for publications to connect with their readers and the smart ones are taking full advantage of this opportunity.
Personally, I follow editors who don’t use their accounts only to promote the magazine’s content. I like seeing Jane Larkworthy, W magazine beauty director, tweet photos of new beauty products she receives just as much as I like the content she suggests I read. I enjoy reading about the high fashion ensembles Lorraine Candy, editor in chief of UK Elle, dresses her new baby Mabel in just as much as I enjoy the Elle posts she links to. And part of the reason I click on the links is because I feel like I know the person behind the post.
Think about the magazines you follow on Twitter. What makes you click on a link? What makes you un-follow someone? Us journalism students can learn a lesson or two from this. What do you tweet when you link to your blog posts? Could you improve?
Photo via Flickr by Jon Gosier