Twitter’s latest change is a game-changer.
For more than 10 years, the social media platform has limited its messages to 140 characters and while that’s not exactly going to change, the way Twitter counts its characters is undergoing a huge shift.
At the time of this writing, every piece of text or media is included in Twitter’s 140 character count, which means that you can only squeeze in so many pictures, links, videos, hashtags and words. Often, some of these elements are sacrificed in order to fit inside the 140 character limit and the quality of the message can suffer along with this sacrifice.
Twitter is finally changing this model and exempting links and media from the 140 character limit. This long-rumoured change throws open the doors to all sorts of possibilities, especially for association marketers.
The first and most obvious benefit of this modification for associations is that they will have the ability to add more pictures and videos into their content. Gone are the days of forgoing a picture or video because a link to a website means there’s not enough room in a tweet.
Pictures and videos, as we’ve mentioned before, have been shown in numerous studies to generate more engagement and increase the reach of an organization’s message more than simple text. When you combine the engagement-boosting power of a video or picture with a link to the association’s website, it means more traffic and a better likelihood of results.
For example, let’s say you want to promote your association’s certification or designation program. Now, it’s much easier to state your tweet’s context, add a link to the part of the website with details on the program and include a short testimonial video with members who have been through the program. Now, you’re doing three things at once, instead of just one or two, and increasing the possibility of traffic to your website and more participation in a given service.
An event is one of the most effective ways to connect with members, provide them with added value for their investment and make them want to come back for more. Social media plays an important part in making this all happen as being online adds another layer to the attendee experience and multiplies the feeling of community that is present at a big association event. Twitter’s new character count guidelines means that you can make this experience even more valuable and memorable for attendees.
Part of the allure of live-tweeting an event is sharing every experience with attendees from multiple angles and perspectives so as to enhance the general value and atmosphere of attending. Fitting more media and more text into a tweet allows you to add something new to the attendee’s experience.
For example, when highlighting a trade show, you can fit the whole trade show experience into one or two tweets much easier than before. Instead of posting one tweet with text, one tweet with a picture or two and one tweet with a video, you can post one with all three and give attendees instant access to multiple views, perspectives and experiences of the trade show. This builds excitement and makes attendees feel as if they are stepping into a whole new experience that will add another layer to something they might have seen last year and the year after and so on.
A call to action is an integral part of any association’s advocacy program, which can be one of the most valuable aspects of membership. You may call your members to action with a letter writing campaign to politicians or call on members to contact local media and write for the association magazine with their stories about how the industry is making the community a better place. Whatever the cause or objective, you have to rally members and persuade them to take action en masse, which can be extremely difficult to achieve.
Again, Twitter’s new character count formula allows your organization to craft better calls to action that will be more easily spread and make it easier for members to participate. Ease of process is a integral part of a successful call to action. If members have to do many steps to answer the call, many of the less engaged members will drop the process half way through. Twitter’s enhanced character count allows your association to adapt its call to action to the social media platform and do so in a way that cuts out any ambiguity or extra steps to make it easy for members, thereby increasing the odds that more members will participate.
Here’s one scenario where this strategy comes into play. Let’s say you want your members to participate in a letter writing campaign to politicians in order to lobby against a piece of legislation. You can send out a tweet with a form letter attached, a video from an executive about why this issue matters and a link to the association website for more information, all while still using a hashtag that captures the spirit and community of the call to action.