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Twitter Chat: From 140 to 280 - Twitter's Changes & Opportunities for Marketers - Transcript & Summary

Twitter Chat: From 140 to 280 - Twitter's Changes & Opportunities for Marketers - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 19th December 2017.

Madalyn Sklar hosted a Twitter Chat with Katelyn Brower around the topic of “From 140 to 280 – Twitter’s Changes & Opportunities for Marketers”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Christoph Trappe – Content Marketer, PR Leader, Keynote Speaker & Author
Date & Time: Tuesday, 26th December 2017, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Katelyn Brower.

From the CEO Questions:

  1. How have Twitter’s latest changes impacted the way you use and enjoy the platform?

Guest Questions:

  1. On November 7th Twitter rolled out a new 280 character limit. What were your thoughts then vs. now?
  2. How can businesses on Twitter benefit from having 280 characters?
  3. In what way is 280 characters disadvantageous for businesses on Twitter?
  4. How are businesses using the extended format? Can you provide some creative examples?
  5. How can businesses test whether their audience prefer long or short form tweets?
  6. Twitter also removed the character countdown from the tweet window. What tips and tricks do you have for marketers who want to be mindful of their character count?
  7. Will the Twitter community embrace the latest addition of threaded tweets? Why/Why not?

From the CEO Questions:

Q for @Ke_Ga) How have Twitter’s latest changes impacted the way you use and enjoy the platform? #SocialROI pic.twitter.com/zXrjglWNmC
— ManageFlitter (@ManageFlitter) December 19, 2017

CEO Answers

A1: I was surprised that Twitter rolled out the character limit increase.
Previous CEO @dickc is on record a few years ago saying character limit is something that Twitter would never change. #SocialRoi https://t.co/QtxEQ2DXtg
— Kevin Garber (@Ke_Ga) December 19, 2017

A2. I use Tweetdeck together with my Twitter lists on a separate screen during my work day. This allows me to scan a lot of content. #SocialRoi https://t.co/QtxEQ2DXtg
— Kevin Garber (@Ke_Ga) December 19, 2017

A3. The character limit increase has made it trickier for me to quickly scan a fast moving Twitter feed. #SocialRoi https://t.co/QtxEQ2DXtg
— Kevin Garber (@Ke_Ga) December 19, 2017

A4. However I have personally enjoyed sometimes having more room to express myself in my Tweets. #SocialRoi https://t.co/QtxEQ2DXtg
— Kevin Garber (@Ke_Ga) December 19, 2017

A5. Overall like other Twitter changes, eg favourites to likes, Twitter will continue to evolve and thrive post these changes.. #SocialRoi https://t.co/QtxEQ2DXtg
— Kevin Garber (@Ke_Ga) December 19, 2017

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Guest Questions:

Q1: On November 7th Twitter rolled out a new 280 character limit. What were your thoughts then vs. now? #SocialROI pic.twitter.com/UErQNwVleD
— ManageFlitter (@ManageFlitter) December 19, 2017

Guest Answers

A1: I was definitely 280’s biggest hater on November 7th & during the trial period! As of today, I see its opportunities for both individuals & businesses. #SocialROI https://t.co/MufP3TqBJP
— Katelyn Brower (@BrowerKDnB) December 19, 2017

Other Answers

A1: my thoughts really haven’t changed much. I still think marketers have to adapt to change and make it work no matter what. I wrote a post on @LinkedIn when it was initially unveiled: https://t.co/RfVSBPORM8 || #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 19, 2017

A1: As a host of a twitter chat, I was interested to see if this would impact people’s answers and participation. Gotta say it’s been cool to see the whole story vs. glimpses and concise answers. #SocialROI
— Vera Flores (@sproutvera) December 19, 2017

A2. I found no adjustment period. Most of my feed still uses nice & concise tweets w/ visuals being the real winners. GIFS & Video usage is up & is more effective than 280. #SocialROI pic.twitter.com/jsJoKouImj
— Melissa A (@mz_rocko) December 19, 2017

I find the increase quite useful, sometimes short messages don’t say what you actually want to say, in any case I think that 280 characters is good enough to create decent content #SocialRoi
— Thomas Martin Colville (@socialthomasmc) December 19, 2017

A1: I’m not a big fan but I can live with it! Seems like Twitter is going longer, while other platforms reward posts with shorter characters. #SocialROI https://t.co/rUoMbPTm3S
— Jessica Carela Social Strategist (@JessCarela) December 19, 2017

A1: I was against the move from 140 to 280. But I quickly saw it wasn’t so bad. And most people didn’t go crazy with it. That was my biggest concern. Especially on a Twitter chat. #SocialROI
— Madalyn Sklar Speaker. Podcaster. Chat Host. (@MadalynSklar) December 19, 2017

A1 Like others, initially not a fan of 280. I have seen it abused and have seen some good uses for it. It’s been helpful but I worry about too many long tweets. #SocialROI
— Neil Parekh (@neilparekh) December 19, 2017

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Q2: How can businesses on Twitter benefit from having 280 characters? #SocialROI pic.twitter.com/bDic4G9B8E
— ManageFlitter (@ManageFlitter) December 19, 2017

Guest Answers

A2: Businesses, especially #B2B, can use #280Characters for major announcements (partnerships, new products, etc) & for crisis management. #SocialROI https://t.co/XaHH0yRxtb
— Katelyn Brower (@BrowerKDnB) December 19, 2017

A2(2) 280 also allows businesses to “make more sense.” Shortened words don’t always add up – use the new limit to expand. #SocialROI https://t.co/XaHH0yRxtb
— Katelyn Brower (@BrowerKDnB) December 19, 2017

Other Answers

A2. They really have no excuse now to not be using twitter to share value and also engage with their audience. #socialroi
— Cheval John (@chevd80) December 19, 2017

A2. Can add more context to their tweets. Express things more creatively. Space out sentences. #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 19, 2017

A2: More space to avoid confusion. 140 characters forced us to minimize our messages to two sentences. Sometimes, you need more to clarify what you have in mind. #SocialROI
— Youness Bermime (@YounessBermime) December 19, 2017

We can up our customer service game with more personal, thorough replies. #SocialROI
— James Mann (@jamesmann23) December 19, 2017

A2 Businesses can list full thoughts
They can also get creative with the text formatting
Add multiple links
Break up thoughts
Be creative and make it fun!!#socialroi https://t.co/6OLxwBetro
— Nicholas Thickett (@NThickett) December 19, 2017

A2 Giving longer answers to customers that have doubts about what you do. It gives you the power to extend on what you want to explain.#SocialRoi
— Thomas Martin Colville (@socialthomasmc) December 19, 2017

A2 Having 280 characters lets businesses dress up their messages and give them more professional presentations. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 19, 2017

A2: They can tell a more complete engaging story that connects followers to their brand’s message. #SocialROI https://t.co/U7x7IqJ3uL
— Carlarjenkins (@carlarjenkins) December 19, 2017

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Q3: In what way is 280 characters disadvantageous for businesses on Twitter? #SocialROI pic.twitter.com/ARsw1IKTvD
— ManageFlitter (@ManageFlitter) December 19, 2017

Guest Answers

A3: Long-form posts can fill up and clog your profile. This is extremely unattractive for a business. #SocialROI https://t.co/mVssOm7gCp
— Katelyn Brower (@BrowerKDnB) December 19, 2017

A3(2) My best advice is to mix it up – use both short and long-form tweets. #SocialROI https://t.co/mVssOm7gCp
— Katelyn Brower (@BrowerKDnB) December 19, 2017

Other Answers

A3: People can get carried away with the extra characters. It’s still important to keep things short and to the point. Don’t waste the time of your followers. #SocialROI
— Express Writers (@ExpWriters) December 19, 2017

A3. Using up the character space for the sake of using it.
Paragraphs after paragraphs without being strategic with their msgs & visual layouts #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 19, 2017

A3: part of the allure of the platform was its brevity. Marketers became conditioned to pull together quick quips to pass on a message. Now, they’re challenged to break from that mold. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 19, 2017

A3: There are some places where tweets are displayed where lots more text will be truncated (e.g dashboards etc). Also encourages a lack of conciseness #SocialROI
— Tim Lewis @ Stoneham Press (@StonehamPress) December 19, 2017

A3: They could come off as rambling. Just because they have 280 characters doesn’t mean that you have to use all of them. Quality >quantity. #SocialROI https://t.co/oBqoYBFfOp
— Carlarjenkins (@carlarjenkins) December 19, 2017

A3. I think it is disadvantageous for businesses when all they do is blast out promotional messages and not offer any true value to their audience #socialroi
— Cheval John (@chevd80) December 19, 2017

A3 I find that many people (ME) tune out when they just see a huge block of text #SocialROI
— LUCYrk (@LUCYrk78) December 19, 2017

A3) Less is usually more. More characters can lead to more babble. #SocialROI
— Kate Frappell (@katefrappell) December 19, 2017

A3 Businesses need to resist the urge to fill all available space with words. The goal is to still be short, clear and succinct. Brevity can stand out among windy media. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 19, 2017

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Q4: How are businesses using the extended format? Can you provide some creative examples? #SocialROI pic.twitter.com/By0dOiGyb5
— ManageFlitter (@ManageFlitter) December 19, 2017

Guest Answers

A4: Businesses are using it strategically and creatively. @SproutSocial & @SimplyMeasured announced their acquisition on 12/5 REALLY well using #280Characters! #SocialROI https://t.co/6cHyrjm0ud
— Katelyn Brower (@BrowerKDnB) December 19, 2017

A4(2) My favorite creative post is from @nbcsvu: https://t.co/zCuAH2APHO DUN DUN! #SocialROI pic.twitter.com/9cTLE4LFp6
— Katelyn Brower (@BrowerKDnB) December 19, 2017

Other Answers

A4: There have been some excellent publicized customed care uses that have shown on my feed. They go into better detail of how to solve said issue the customer(s) is having.
Also, @NThickett shared an article showcasing some great examples previously.#SocialROI
— Alex Harris (@iamspeedyalex) December 19, 2017

A4. When the change just came out, I loved how @MadalynSklar used the extra space to announce her Twitter chat. Very creative.
That gave me the idea to update my Pinned Tweet. #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 19, 2017

A4) I like how businesses are using the extra space to format their tweets i.e: Dot points & paragraphs. #SocialROI
— Kate Frappell (@katefrappell) December 19, 2017

A4) Businesses are also improving storytelling on Twitter. 280 characters + threaded tweets can make for a nice short story! #SocialROI
— Kate Frappell (@katefrappell) December 19, 2017

A4: I don’t know why but I always find myself referencing @tacobell for my examples. They do an unbelievable job at creating light-hearted, engaging content on a consistent basis. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 19, 2017

A4) I liked when the NY Yankees put all the years line by line on winning championships. It was a LONG list but pretty cool! #SocialROI
— James Mann (@jamesmann23) December 19, 2017

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Q5: How can businesses test whether their audience prefer long or short form tweets? #SocialROI pic.twitter.com/0rUhbvelGx
— ManageFlitter (@ManageFlitter) December 19, 2017

Guest Answers

A5: All businesses should be testing #280Characters! Check out my next tweet for how you can test. #SocialROI https://t.co/p11gH3NPR9
— Katelyn Brower (@BrowerKDnB) December 19, 2017

A5(2)
Use a new, meaty asset (ebook, whitepaper, report)
Send out 2 posts (1 right at or below 140, 1 taking advantage of the FULL #280Characters
Send out a couple times with new messaging/visuals
Look at results#SocialROI
— Katelyn Brower (@BrowerKDnB) December 19, 2017

Other Answers

A5: Check the analytics on your long and short tweets and see which performs best. #socialroi
— Tim Lewis @ Stoneham Press (@StonehamPress) December 19, 2017

A5 They will have to check their analytics! Engagement, likes, RT, replys, comments, mentions,… #SocialRoi
— Thomas Martin Colville (@socialthomasmc) December 19, 2017

A5) They could run a poll or just mix it up and see what works. #SocialROI
— James Mann (@jamesmann23) December 19, 2017

A5 Use polls, ask. Test and see what gets more responses or better traction. Test together with graphics & diff design, layout #socialROI https://t.co/T6zdj0PrY6
— Zala Bricelj (@ZalkaB) December 19, 2017

A5: The only way to know is to try. A/B test it. Take one message and turn it into a longer and a shorter tweet and see which one resonates better with your audience. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 19, 2017

A5: Twitter Analytics may help, also traffic from twitter towards their blogs, or engagement with tweets. All can help in answering that question. #SocialROI
— Youness Bermime (@YounessBermime) December 19, 2017

A5) Compare engagement between long and short tweets. All your tweets have a ‘View Tweet Activity’ button. Use it! #SocialROI
— Kate Frappell (@katefrappell) December 19, 2017

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Q6: Twitter also removed the character countdown from the tweet window. What tips and tricks do you have for marketers who want to be mindful of their character count? #SocialROI pic.twitter.com/S1pkUSRGvG
— ManageFlitter (@ManageFlitter) December 19, 2017

Guest Answers

A6: I’m starting to like the update but YIKES the new circle sucks! Write your tweets in MS Word to check your counts. Writing in 140 characters is a SKILL, don’t lose it! #SocialROI https://t.co/jil9Z06t95
— Katelyn Brower (@BrowerKDnB) December 19, 2017

Other Answers

A6 I see the biggest challenge here!
I often used old school templates that have word count already pre-defined, so I know where I stand (tweeting) #socialROI
— Zala Bricelj (@ZalkaB) December 19, 2017

A6: The change from number countdown to a fill dial in the corner when tweeting gives less pressure.
I find myself focusing EVEN MORE on what I’m actually typing with not having that tiny, changing number peering at me.
Idea: Create your message, and edit after.#SocialROI pic.twitter.com/Cm0Ggp4CQT
— Alex Harris (@iamspeedyalex) December 19, 2017

A6: write your tweets on another platform (Word, for example) that shows character count, preferably with @Grammarly activated to avoid any spelling mistakes. Copy and paste is always there for you! #SocialROI
— Youness Bermime (@YounessBermime) December 19, 2017

A6 Don’t worry about character counts. Focus on your message first. Then pare it down if you need to. If you have good, tight messages, character counts will seldom come into play. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 19, 2017

A6: One of the things I love about using @ManageFlitter is you see the entire 280 countdown as you type in PowerPost. #SocialROI
— Madalyn Sklar Speaker. Podcaster. Chat Host. (@MadalynSklar) December 19, 2017

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Q7: Will the Twitter community embrace the latest addition of threaded tweets? Why/Why not? #SocialROI pic.twitter.com/OLWGoj5ZOf
— ManageFlitter (@ManageFlitter) December 19, 2017

Guest Answers

A7: I have not fully embraced or tried threaded tweets yet. It will take time for everyone to adjust, like ALL #SocialMedia updates. #SocialROI https://t.co/WYe1lXs54O
— Katelyn Brower (@BrowerKDnB) December 19, 2017

A7(2) Check out the @Jaguars’ threaded tweet from Sunday – they did an awesome job. https://t.co/lrjwJ5i8O5 #SocialROI pic.twitter.com/QhZKsyzVc0
— Katelyn Brower (@BrowerKDnB) December 19, 2017

Other Answers

A7: Doesn’t seem to be, but may find a use-case. Again not really sure why they added it. #socialroi
— Tim Lewis @ Stoneham Press (@StonehamPress) December 19, 2017

A7. I think so.
With changes, there are always a small group of people adopting it first =>then the masses.
i haven’t used much of it, but definitely going to #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 19, 2017

A7: Again, it doesn’t feel like that’s what Twitter stands for, but as long as it doesn’t get abused, it’s all good. If you need to write an essay, Facebook works fine for that. I’m not on Twitter to read paragraphs worth of content. #SocialROI
— Youness Bermime (@YounessBermime) December 19, 2017

A7: Yes! This is a very welcome addition. Great for teaching, coaching, debates, and complicated matters. Much easier to read threads now but discoverability of threads is an unresolved issue. #socialroi
— Jeremy Murphy (@jeremypmurphy) December 19, 2017

A7 Threaded tweets can enhance being social on steroids. For a protagonist, see @JoelRRenner and #JustBeSocial. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 19, 2017

A7) I tried the threaded tweet feature recently and quite liked it! Helped me dice up my content and keep it all in sync. #SocialROI
— Kate Frappell (@katefrappell) December 19, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 26th December 2017, 5.00pm EST.

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