Anatomy of the Perfect Tweet Pt. 1
Last week, researchers at UCLA and Hewlett-Packard’s HP Labs released a nine-page paper on how to predict the social media popularity of a news article before it is published. Astonishingly, the researchers developed a tool that forecasts popularity with an 84 percent accuracy rate.
The Atlantic’s Megan Garber dived deeper into the study, exploring how the research can help media outlets craft tweets that will be shared and clicked.
But HP Labs isn’t the first organization to try to predict the popularity of a tweet. Dan Zarrella, a “social media scientist” with the marketing firm HubSpot, has conducted exhaustive research on the topic. In 2009, he spent nine months analyzing 5 million tweets and 40 million retweets. He published the results in “The Social Media Marketing Book” (as well as other articles and infographics).
PR Daily compiled Zarrella’s research and that of UCLA and HP Labs for this advice on the perfect tweet.
TIP #1
Include links. Tweets that included a link were three times more prevalent in retweets than those without, according to Zarrella’s researcher. That means you don’t tell your Twitter audience, “We conducted some great research.” You show them the research by sharing a link to where they can find it (your blog, ideally).
I’ll be sharing tips for the perfect tweet over the next 8 days. Check back here tomorrow for TIP #2.
By Michael Sebastian | Originally published on Ragan.com June 19, 2012.
