Starting your news website: How to get the most promotional value from Twitter

Thank you to everyone who sent along comments about my last piece, Starting your news website: A checklist for students and mid-career beginners. In response to a few comments, today I’m going more in-depth on how to most effectively use a promotional channel for a news website – specifically, how to get the most from Twitter.

A Twitter feed provides one more forum for you to show the best of your site’s work to an audience. Ideally, the Twitter feed should encourage people to click to your website, as well as to use their Twitter feeds to spread the word about your feed (and your website and brand), to other readers you haven’t attracted yet.

Again, these tips are designed for beginners to social media – journalism students or mid-career legacy media journalists who are making the switch to online publishing. If you are an online news veteran, well… click the comment button and share your best advice, too!

Assign a person to Tweet

Some news organizations have chosen to automate their Twitter feeds, treating it like another form of RSS feed. While there are tools available to populate a Twitter feed from an RSS feed, you’ll have the flexibility you need to maximize attention to your tweets by putting a real, live person behind your Twitter account.

You need retweets

The key to eliciting clicks through Twitter is to extend your tweets beyond the reach of your followers. That happens when the retweet your posts to their followers, and so on, and so on. Retweeting powers your links exponentially. So how do you elicit retweets?

You don’t have a 140-character limit

It’s actually 135 characters, minus however many characters are in your Twitter handle. Why? Because that’s the most characters you can use while still allowing someone to prepend “RT @yourhandle ” to your post. Yes, Twitter’s rolling out a more automatic retweet feature, but it won’t be supported on the many clients and mobile applications through which many people access Twitter. So, for now, keep your tweets under your shorter character limits.

Retweet, to be retweeted

In order to be retweeted, your posts must first be seen. In addition to posting sharp, useful tweets, encourage influential Twitters to follow you by following them and retweeting their best posts. Don’t get spammy, because that will only damage your reputation. Nor should you retweet posts that have been retweeted umpteen times already. But don’t keep a great fresh post to yourself. Share it.

Follow those who retweet you

By watching what others who retweet choose to feature, you’ll have a better idea what retweeters are looking for. That should help you sharpen your posts.

Never wait to tweet

As soon as a story hits your site, tweet the link. If people can get your news faster through other sources, such as e-mail alerts, Facebook pages or even others’ Twitter feeds, they’ll use those sources instead of your Twitter feed.

Do the TV tease

If you’ve ever taken a broadcast writing class, here’s another place to apply what you learned. Write your tweets to encourage readers to click the links for more detail. Make your tweet a question, with an implication that the answer lies behind the included link. Strike passive voice and state-of-being verbs from your Twitter vocabulary. Use imperatives. Want people to click your Twitter links? Make them want to click.

Break news

Sometimes, you need to be so quick to tweet that you don’t have time to get a post on the website first. Don’t stress. Go ahead and post what you know in a tweet, then tweet again later with the link, when you have it. (“Here’s the latest we’ve learned on today’s blah, blah: http://bit.ly/….)

A picture is worth… another 140 characters

Arm yourself (or your staff) with Twitter-enabled camera phones. Then post photos to your tweets, when appropriate. Photos help place your readers at the scene and enable you to engage in visual storytelling. You can play some great verbal/visual games with cryptic Twitter captions, leading readers to click a photo link where the image will explain the original tweet.

Ask questions

The more ways you initiate engagement with your readers, the more likely they are to engage with you. Ask them questions through your Twitter feed. Elicit their eyewitness reports. Quiz them on the news. Ask them about their interests. Heck, you can even play games for prizes. (Think radio call-in contests here. It is a great way to build a followers list, fast.)

So, then, I will close this post with a question of my own: How are you using Twitter to drive traffic to and interest in your publication?

TwitterTim.es: Personalized news done right?

I’m not ashamed to admit it: The first time I saw Twitter, I thought, “What’s the point?” Maybe you did too, or maybe you’re just more perceptive than I am. Even Twitter’s founders have said they didn’t know exactly what it was when they started working on it. (Biz Stone: “If anything we sort of thought it a waste of time.”)

For every Twitter enthusiast, there was, I suspect, a point of realization that this thing could actually be incredibly useful. Some have cited the plane-in-the-Hudson story as their aha! moment. For me, it was less of a moment and more of a gradual understanding. I began to see its potential as a real-time information source when I first learned of a few important news items — both big international stories and news of a more personal nature — through Twitter.

I began following like-minded people for the interesting links they would post. Before long, information overload took hold. I tried to cull my follow list so I could read everything. I worried I would miss something. Finally, I learned to embrace the firehose and not try to process the whole stream.

But still I thought there must be a better way to separate signal from noise. And then I noticed that the most interesting and important items were appearing maybe three or four times in my Twitter feed. Since then, I’ve wished for a way to mine my feed for those links.

Last week I heard about TwitterTim.es and was thrilled to find it does exactly what I wanted. I spoke with Maxim Grinev, the project’s technical lead, about TwitterTim.es and where it’s headed.

How does TwitterTim.es work?

We look at the tweets that your friends send, and also tweets that friends of your friends send. So, first circle and second circle. And then we extract links from those tweets. Usually links are shortened, so we get the long versions. Then we group by links and calculate how many times each link is posted by your friends and friends of friends to built your personalized “newspaper”. (NB: Links posted by friends get more weight than links posted by friends of friends.) Right now, every “newspaper” is updated about every half an hour. It can be updated more frequently, but we don’t want to stress Twitter.

How did the project start?

As usual, it was a side project. We had been working on some semantic search technology. It’s about using semantic relationships extracted from Wikipedia to organize other data (blogs, news, etc.). As we were working on this, we started using Twitter. We didn’t have any idea in advance of what we wanted to build. We just analyzed how people used Twitter, what information could be detected. We understood that Twitter is not only good for spreading news, but it’s also a good voting system. So we can collect and analyze how many times links are voted on in Twitter. Analyzing this data, we can understand how important this link or this event is.

Who is working on the project, and what’s your business model?

We have 5 people working on this project: 4 developers located in Moscow, and one business guy in San Francisco. We are computer scientists, and we specialize in data management. We are self-funded; there are no external investors. As concerns the business model, we are considering various partnership schemes and selling advertising on TwitterTim.es but we have not decided on anything yet. Now we are mainly focusing on attracting users.

Will TwitterTim.es take advantage of Twitter’s new lists feature?

Right now we don’t do anything with lists. We are thinking about how to incorporate this. One of the options could be to generate newspapers based on some list. So if you have a list of people, you can collect the second-circle friend-of-friend information and build a newspaper for a list.

What other things are in the offing for TwitterTim.es?

We are currently collecting feedback from users. Usually our users request relatively small features — for example, they want to improve the retweet feature. We are going to handle this feedback and add features. In addition to that, we are planning to extend the system in two ways: First, we want to extend the sources that are processed — so, in addition to Twitter, we are thinking about collecting posts and links from Facebook, mainly, and maybe Friendfeed. Second, we are going to allow ranking of news by global popularity. So you would have two different tabs: The first tab is personal news. The second tab is global news. In this sense we will compete with Tweetmeme.

What are your thoughts on the future of news?

I can’t say how it will be. I can just share my own experience, and I think it’s typical: Since I started using Twitter, I’ve nearly stopped collecting news from other sources. Before, for example, I watched news on TV and read more magazines. Now I get nearly all my news from Twitter. I’m quite confident that if I read Twitter, I will not miss some important piece of news. So if a war has started, or there’s some disaster, it will be mentioned at least once in my Twitter timeline.

I have heard a lot of discussion about media sources dying — The New York Times has problems, etcetera. Of course, I think that all these major newspapers and magazines are very important, because journalists have the ability to travel places and work at this full-time. But with regard to selecting what I will read, I’m not going to visit The New York Times website, for example. If there’s some interesting and important article posted there, I will find it in my Twitter timeline.

Also, by the way, there’s an interesting idea we’re looking at: When you visit The New York Times website, for example, you might be interested in getting all the links published there, but ranked according to the judgment of your friends and friends of friends. So it’s the same as TwitterTim.es, but restricted to a single source — The New York Times, in this case. We are talking to one major newspaper about this.

The Nine-Percenters: A Moroccan micro-blogging mutiny

Last Tuesday, after reading an Al Jazeera article on the release of Laura Ling and Euna Lee, a Moroccan expat named Hisham Twittered the following:

http://bit.ly/zO2si US Journalists released! Has it been for Moroccan journalists they would have been abandoned #9pcMaroc

It’s true; things haven’t gone too swimmingly for Moroccan journalists of late. Criticizing Libyan leader Muammar Qaddafi, they’ve learned, will cost you 3 million dirhams (about $370,000); discussing off-color Islamic humor will get you suspended from journalism. And on August 1, the Ministry of Communication seized 100,000 copies of the provocative French-language magazine TelQuel and its Arabic sister-pub Nichane because they contained a poll on King Mohammed VI’s popularity. Conducted on the tenth anniversary of the king’s ascension, the survey, it has since been revealed, showed a 91% approval rating for the king (known as le Roi Cool, or simply M6, by the more affectionate of his subjects.)

Hisham’s hashtag, “#9pcMaroc,” refers to the remaining 9%.

It might seem baffling that a monarch would suppress a poll that swung so overwhelmingly in his favor; not so in Morocco, where, along with the disputed territory of the Western Sahara, the person of the king is a subject strictly off-limits to journalists. “Even if the poll had shown 100 per cent favorable, the response would have been the same,” communications minister Khalid Naciri told The National. “The monarchy is not the center of a public debate.”

The nine-percenters disagree. Iran taught the world that suppression on any scale breeds a Twitterstorm, and the mini-drama that’s played out on newsstands and monitors over the past week and a half highlights three central paradoxes in the debate over Morocco’s future.

Too Liberal or Too Conservative?

SpyJones @ibnkafka En tout cas,on ne peut lui reprocher d'être statique, ça en fait du chemin de l'extrême gauche à l'extrême droite :D #9pcMaroc

“In any case, we can’t accuse the king of being static; it’s quite a trek from the extreme left to the extreme right.”

The nine-percenters persistently cast the king as a hard-line conservative on human rights. (Never mind that SpyJones would call the government “monarcho-Stalinist” just a few hours later.) Yet the poll whose confiscation bred the movement reveals a starkly different view of Mohammed VI. While it shows overwhelming general support for him, it also underscores another common opinion: that the monarch’s liberal reforms have gone too far.

The target of public skepticism is Mohammed VI’s 2004 reform to the Mudawana (the Moroccan family code). The new code, adopted over the fierce objections of Islamists and polygamists, granted women equal status in marriage and transformed the country into a model for gender equality in the Arab world.

According to the poll, however, 49% of Moroccans think the law gave women too many rights; an additional 30% believe it was sufficient and no more reforms are necessary. Just 16% said they wanted to see women’s rights further expanded.

In an interview with Rue89, Ahmed Benchemsi, publisher of TelQuel and Nichane, called that result “the big surprise” of the poll.

“The people also believe that the king is too feministic,” he said. “Aside from those critiques, our poll about the king didn’t have much of note.”

9% > 100%

The nine-percenters’ Facebook group has boomed since a week ago Sunday, amassing 535 members and 145 wall posts by late last week [the first one is a plea: "If the poll gets published in Le Monde, please scan it and send it around ;) ]. It was founded by Ibn Kafka—”Son of Kafka”—a pseudonym, he said in a phone interview, that he chose because “In Morocco, sometimes you feel like you’re in The Trial. You don’t know why you’re being sued or confronted by the administration. The only thing you know is that you’re not getting out of this labyrinth easily.” The group hosts commentary in French, Arabic, and English. Many of the members have changed their profile photos to the movement’s logo.

In response, a rival Facebook group has sprung up: the 100-percenters, conservatives devoted to M6. In a tidy little manifesto, the 100-percenters stage their counter-protest, praising a king with “the courage to accompany his people bit by bit in changing their traditions.”

“Two newspapers collaborated to publish a useless poll with a title even more so,” the 100-percenters write on their Facebook page. “It would have been more pertinent,” they write later, “to title it ‘Morocco loves its king’ rather than ‘judges its king’; we don’t judge our king for the simple reason that he has never judged us.” They’ve got some reservations about free speech, as well, which they say has strings attached—one of the prerequisites is “Love for one’s country.”

But the 100-percenters have yet to achieve the broad base of the nine-percenters; at the time of publication, the group boasted 15 members and zero wall posts. Which begs the question: If the self-proclaimed majority can’t outnumber the netroots minority, how real is the former’s “Morocco of 100-percenters, united and strong”?

“Don’t Pick At It—You’ll Only Make It Worse”

The final irony is that the government’s attempts to stifle press freedom have only pushed the country’s popular communications into new—and harder to monitor—realms. The #9pcMaroc hashtag is buzzing with activity, and Ibn Kafka, a blogger of several years who tweeted for the first time “a few weeks ago, one or two weeks after the Iranian election,” is now a leading contributor. On Wednesday alone, he published 52 tweets, 26 of them under the #9pcMaroc hashtag.

It isn’t the first time that government suppression has prompted a wave of Web protest. Last year, a journalist’s arrest for criticizing a royal charity program prompted an outpouring of media criticism, as well as a Facebook group called “Free Moroccan Blogger Mohammed Erraji.” (Twitter hadn’t yet caught on in Morocco, Hisham said in an email interview, but “the solidarity movement spontaneously gathered steam throughout the blogosphere and in video sharing websites.”) Under pressure, the king pardoned Erraji.

In both the Erraji case and the 9% movement, the netroots’ greatest success has been attracting international media attention, Ibn Kafka explained. “The fact that bloggers reacted and that groups were created on Facebook—in itself, it’s not sufficient. But what really makes the authorities pause is that we get such coverage abroad.”

Many of the nine-percenters themselves reside beyond Morocco’s borders. Hisham lives in Paris, and Moroccan expats are among the most prolific users of the #9pcMaroc hashtag.

Yet despite the successes of the movement in targeting the global community, at least one nine-percenter sees a missed opportunity:

AjJi A mon avis, Il aurait été plus judicieux de choisir comme hashtag #9pcmorocco au lieu de #9pcmaroc pour

In my opinion, it would have been more judicious to choose as a hashtag #9pcmorocco instead of #9pcmaroc in order to “touch” more of the world.

Ted Scheinman is the Web editor of the Washington City Paper. Aaron Wiener is the assistant editor of The Washington Independent.