There's Gold in Those Tweets!

Jul 24, 2013

Article ImageSuppose you've had an active Twitter account since 2008 and you've been posting, on average, about three tweets a day, five days, a week, 50 weeks a year at about 140 characters/tweet-that's about 115,500 words, or the equivalent of about three books' worth of content. But, if you haven't been collecting, aggregating and effectively using that content, it is literally "lost in cyberspace."

Fortunately Twitter not only offers the opportunity to easily archive that content, but there are myriad ways that you can use the content creatively and effectively. In addition, the ability to analyze and review the response to tweets, retweets and links offers insights into audience interests and preferences.

"I like to watch the follower count when I post different kinds of content," says Andrea Corry, founder and CEO of TopMind PR in the San Francisco Bay area. "If I notice any spikes after posting a certain kind of content, I will start looking for that kind of content within my feeds so that I can share it with my followers in the future." For example, she recalls, content about Google Glass was a big hit for her followers who enjoy news about innovations that might affect their lives. Corry responded to their interests by finding and retweeting viable, interesting content about Google Glass.

"Tweets that garner a lot of engagement through retweets and favorites deserve a deeper dive," agrees Nikki Means, CEO of Project Socialize in the Cincinnati area. "These tweets are the most optimal to convert into blog posts," she suggests. "Not only do you have already established interest in the topic, but you can mine user-generated comments and incorporate them into the blog posts."

Blog posts are a great way to get more mileage out of tweet content, agrees Daniel Scalco, chief creative officer and founder of Digitalux in the New York City area. "It can be very simple to expand upon an idea or a question you posed on Twitter if you have followers that have responded with their own opinions on the issue," says Scalco. "This can be a great way to involve and engage your followers." Another idea: create "top tweets" blogs including tweets that were favorited or retweeted by your followers.

Beyond blogs, there are other ways to get more out of your tweet content.

Tara R. Alemany is an author and speaker based on Sherman, Conn., and the owner and founder of Aleweb Social Marketing. She suggests the following tools to help facilitate the repurposing of Twitter content:

  • to mine the best Twitter content--yours and others--and generate daily "newspapers."  
  • Storify to memorialize conversations or events. "I use this frequently after Tweetchats that I've been the featured guest on," says Alemany.
  • Twylah to ensure that the brand you're trying to create is reflected in the content you're sharing. "Doing brand assessments are an
    essential part of making sure your messaging is on target," she says.
  • THiNKaha to publish tweetbooks of your best content.

It can also be useful to capture and repurpose tweets from others, notes Jennifer M. Shaheen, president and "technology therapist" with Technology Therapy Group, in the New York City area. "Capture complimentary tweets so they can appear again on your website and on other social media platforms," suggests Shaheen. "Have your graphic designer create an image featuring the text from complimentary tweets and share them on Pinterest.

"Use complimentary tweets to create blog entries like ‘Our 10 Favorite Tweets This Week/Month/Quarter/Year'." Great tweets, says Shaheen: "Can see life again on brochures, direct marketing materials, even tradeshow and convention signage."

With aggregated tweets representing book-length content, why not create books? Dr. Janice Presser, CEO of The Gabriel Institute, in Philadelphia, recently recycled her tweets into a book called @DrJanice: Thoughts & Tweets on Leadership, Teamwork & Teamability.

Penny C. Sansevieri, CEO of Author Marketing Experts, Inc., pulls her tweets four times a year and formats them into a book. 

Easily accessing this content is made easy by Twitter, notes Shel Horowitz, author and "green marketing" expert, based in Hadley, Mass. "I archive all my tweets every once in a while," says Horowitz, noting that Twitter has a function for this on the Settings page. "That makes them searchable on my hard drive, which is way easier than scrolling through 50 
pages of tweets." 

If you haven't already been taking advantage of opportunities to repurpose your tweets, put it on your "tweet-do" list! There's gold in those tweets!

(Image courtesy of Shutterstock.)