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The lazy tweet (

Over the weekend, I decided it was time to have a Twitter clean-up. New year, new Twitter. Or something like that.

I’ve been following around 5,300 people, so you can imagine what my Twitter feed looked like.

Throughout the process of my Twitter clean out, I came across hundreds of brands. Brands that I like, brands that I use on a daily basis, and brands that obviously don’t understand Twitter. Some of my favourite brands have never bothered to follow me back, or have never even tried to engage in a conversation with me, regardless of my efforts. Once again, I find myself puzzling: why don’t brands follow their clients? But, that’s another topic for another time.

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Even though I actually use Tweetbot to manage my Twitter experience, I still thought it was time to have a clean Twitter feed. Going through each and every brand that I had been following really reminded me of how unbelievably important it is to have unique and valuable content.

I came across a lot of tweets that went something like this:

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You know what this is? Laziness.

I’ll explain:

There is an option on social media that was created (and popular) 5 years ago. Basically, so that you don’t have to log on to multiple accounts, if you post something on Facebook, you can make it so that you will automatically tweet the same post. So, whatever you post on Facebook will automatically appear to your Twitter followers. When you click on one of these links, you will be taken directly to Facebook. If you are not logged on to Facebook, you can’t like or comment. But, that’s not the point. I’m sure that if you look at your Twitter feed, you will see that some people you’re following are doing this. Of course, you will never see professional companies doing it.


Let me explain why this is so wrong, and why it will never ignite engagement. First of all, when you look at these links, do you click on them? Not really. Secondly, every social media channel has it’s own language. By language I mean that, for example, on Twitter you have 140 characters in each tweet, and you can add an image that is appropriate for your brand or company – this should be a customised and beautifully crafted picture that will induce clicks and engagement. On Facebook, you can post lengthier content and images designed specifically for Facebook. On Pinterest, you have pins, images that have hyperlinks (if you click on the word hyperlink it will open a new domain name, this is called a hyperlink) and higher resolution pictures. On Instagram, you have instant pictures generated using the Instagram photo editor (usually taken via a smart phone). Thus, you can say that each channel has it’s own language.


Let’s say that you’ve managed to get me (or anybody else) to follow you on Twitter, and to like you on Facebook. The next day, when I’m browsing Facebook, I come across one of your fabulous offers on my timeline. Now, let’s say that I then log on to Twitter to browse my Twitter feed, and I immediately see that you’ve tweeted exactly the same content, with exactly the same wording. Do you see where I’m going with this? Why would I want to read the same advert on both of these social media sites? No user, and I mean NO USER, logs on to social media to look at adverts. It sounds obvious, but most brands don’t seem to understand this.


I mean, you managed to get your clients to include you in their social media experience, why destroy that? Don’t you see that you don’t get results by doing this?

Now, I know what you’re thinking. You’re thinking: ‘but how, HOW, can I manage to create different content for Facebook and for Twitter?’ Well, that’s easy. You have to use your creativity. Your philosophy must be to create beautifully crafted, SEPARATE, content for each social media channel. And don’t forget, you will not get any results by push, push, pushing your products and services. In its place, you have to adopt the #GiveOrDie philosophy.

So, what’s the first step on the road to recovery? If you have your Twitter and Facebook connected, disconnect them immediately. Here is an article on how you can do it. The next step is to create separate content for each social media channel, crafting the content with the language of the site it will be posted on in mind. If you need help, drop me an email and I’ll lend you a hand or an ear. ([email protected]).

By the way, just to clarify something. It might seem unfair to you that I unfollowed so many people on Twitter. Let me just say: I love advertising. I mean, advertising and marketing are intrinsically bound up in what I do for a living. But, what I don’t love is being forced to look at uncreative, and effectively meaningless, tweets that bombard my Twitter feed, or reading tweets that revolve around people shamelessly praising themselves and boasting their services. I like to follow people who inspire me, who educate me and who share meaningful content that I can benefit from. That’s from a business point of view. When it comes to my friends on Twitter, I obviously want something different. I like to see what they’re up to, and enjoy reading a funny joke or link that they’ve posted. Some of them tweet about how tired they are, or how hard life is, which I, personally, don’t like. But that’s why I have them in a separate list, which I can view when I so choose.

You can see below that I follow Chris. His tweets are hilarious, and he has excellent podcasts. So, he will remain as someone I’m following as he covers one of my needs: humour.

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Here’s a tweet from a person I used to follow, a DJ. Obviously, he wants me to listen to his music. But what on earth is this tweet? Does he really expect people to click a link with zero explanation? I don’t think so Mr. Wonderful.

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Even Tiesto, a world class name, bothers to tweet correctly. Who on earth does DJ Wonderful thinks he is?


I hope you get my point. And if you don’t, please don’t get offended. I’m just trying to help you achieve success! The next time you see someone with these kind of tweets, just send them a link to this article 🙂

Do you have any comments? Don’t by shy, tweet them to me.



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