Upon sitting down to my desk this morning I received an interesting tweet from a USA Today Leadership reporter for the Money section who was conducting a grand experiment. Del Jones, the Money section reporter, conducted these interviews for a cover story with CEOs entirely via Twitter. What that meant is that all of our requested responses had to be 140 characters or less, although you could send multiple tweets. This was quite a task considering the question of the evolution of our economy’s philosophy. I was hoping for a good warm-up question like favorite color for a spring cardigan. However, I suppose that does not make front page news. Below is the conversation thread showing his request to me, followed by my responses and and his follow up questions.
Many people have asked me the $64 million question about the ROI of Twitter and other social media tools. Twitter and Facebook have provided excellent opportunities to connect with the media in more of a pull-fashion. Previously, when contacting the media with a pitch, you might worry about calling at the wrong time or being off topic. With social media, you are able to start or join a conversation. In the last six months, I have been interviewed for books and magazines by editors and authors whose ears might have been deaf to my otherwise plaintive cries (considering the meek and quiet wallflower that I am). Twitter provides a much more comfortable forum for offering yourself as a resource and not feeling overly sales-y in the process.
Here are some key takeaways for working with Twitter to connect with traditional media folks:
1. Follow them. Read what they tweet and start to gain insight into what they are working on.
2. If they ask a question to the greater following, respond with something helpful. Do not pitch them immediately. If they like what you have to say, they will keep the conversation going. If they don’t respond right away, don’t give up; continue to try to help and be on topic for what they request.
3. Reporters and media people need resources. Be that resource; direct them towards a blog post that might help, even if it is not your blog post. In fact, it’s even better if it’s not your blog post. You then appear to be an even greater resource and show that you have their best interests at heart.
4. Ensure that your Twitter profile is robust. You only have a few seconds and 160 characters to show who you are and what you do.
5. Join a Twibe at www.twibes.com. This is a website for Twitter groups; you may choose to join the interior designer group or the furnishings group, for example.
6. Add yourself to the WeFollow Twitter directory at http://wefollow.com. Use three words to describe yourself or what you are interested in. For example, I have myself listed under #ceo, #interiordesign, and #entrepreneur. The hashtag is added by WeFollow for help with searching.
The most important things to remember when interacting with traditional media folks is true through regular pitching or through social media interactions–be on topic and be a valuable resource. If you are genuine and authentic, you won’t go wrong. At least if you do, they will be much more likely to forgive you.
