Truth 40. Tweeting and texting: the ultimate self-edit challenge

It’s clear that the ultra-short message, in the form of text messaging or mini-blogging like Twitter, has become a major means of interaction globally and an important business tool.

Texting (short messages sent by mobile devices that use SMS, short message service) is the medium of choice for many teens and twenty-somethings, who use it along with social media for general contact and prefer it to e-mail.

Many older people also depend on it for making plans, emergencies, and on-the-go contact, and it’s gaining traction as an advertising medium as well. The real estate industry, for example, uses text messaging to contact potential buyers and deliver new listings instantly.

Twitter and similar mini-blog systems are shaking up traditional media and even the established digital channels. This is despite (or because of) the fact that it limits every message to 140 characters flat out. While many early tweets may have relayed what the writer was having for lunch, twittering is now serious business.

It’s a super-efficient way to reach friends, colleagues, acquaintances, customers, prospects, and communities of like interest. And vice-versa: Large organizations are finding that an active Twitter “presence” is essential to branding and customer interface. It can be used to steer an audience to a new product or event and is an instant way to answer inquiries.

In fact, now that a problem can be brought to a company’s attention immediately—for example, by a disgruntled customer at the airport whose flight was canceled—it must be resolved just as quickly, because the tweeter can broadcast his or her unhappiness to untold thousands of other people.

So if you work for a substantial organization, Twitter probably belongs in the communication toolbox. If you’re an entrepreneur, a professional who wants to establish expertise, a consultant, or anyone who wants to engage with people or groups, Twitter can be great for your purposes.

So how can you effectively write for short-message media?

Don’t be disappointed to hear that virtually all the tactics you’re learning in this book apply. Super-speeding the delivery system does not mean you should short-shrift the writing process when you’re messaging for business purposes. On the contrary: Look at texting and tweeting as the ultimate self-edit—a sort of final writing exam.

Think the 140-character limit is tough? Consider that at least one sophisticated cook is disseminating recipes via Twitter, others are reviewing movies, and some well-known writers have started to distribute stories in short Twitter bursts.

Successful tweeting needs a plan—If you tweet for business, an overall strategy is far more productive than just random messaging. Know what you want to accomplish: Promote a service? Establish your credibility? Strengthen friendships? Exchange ideas? Be part of a community?

And know the audiences you want to reach—what interests them, what works for them. As with every other writing medium, substance counts. People value information that will benefit them much more than casual entertainment, though well-delivered material always works best. So keep to what you really know.

It’s useful to view Twitter as a supplement to your online presence. You can use the 140 characters to point people at your blog or Web site, which can offer more substantial information and ideas.

Make your writing as brief, clear, and conversational as you can—Use short words and simple sentences. Twittering is the antithesis of the old one-way communication approach, so try to promote dialogue. Questions are good, for example: “What do managers hate most about employee writing?” This is a good way to draw readers to an article or blog post, too, whether yours or someone else’s.

Lists are effective: “4 ways to say ‘thank you’ for a client referral.” “3 ways to roast turkey for non-cooks.” These examples would all continue with the linked URL, preferably condensed through tinyurl.com, bit.ly, or another service.

Strong headlines that feel urgent or essential get your tweet read and re-tweeted. Example: “6 Rule-Breaking Ways to Pitch Creative Services.” If you want readers to forward your messages, edit for clarity and directness. It’s okay to use contractions, but not the abbreviations common to texting. Do use good punctuation and capitals—they cost nothing.

By the way, if you aim to be re-tweeted, stick to a maximum 120 of those characters, leaving room for the re-tweeter’s message and identification.

To launch yourself in the Twitter world, as with blogging, first listen carefully to those already in a group that interests you. Ever notice how socially adept children join a game or activity? First they observe silently from the sidelines, and after a while make comments about the action. Then joining in and becoming a player seems natural.

But: Never send tweets to foster controversy that could backfire, or criticize other people in abusive ways. You might end up publicly apologizing to thousands of people. How humiliating is that?

About texting—Should businesspeople use abbreviations when they text? Fast answer: Allow for differences in levels of texting savvy. If you’re not sure your audience will understand your message, spell things out more thoroughly. If there’s the slightest chance of offending or confusing the recipient, try to condense your wording without using acronyms and other shortcuts. And you can text that you’ll telephone or e-mail the person at a specific time.

Another question: Should constant texting by “hyper-socializing” young people be accommodated in the workplace? For that matter, should constant checking for Facebook news be condoned?

The jury’s very much out on this, but the real question may become, is there a realistic way to stop such activities should a company or manager want to? What’s certain is that communication channels are morphing—and in turn, are changing our business culture in profound ways.