What makes one tweet better than another?

What makes one tweet better than another?

What makes one tweet better than another?

This week I shared a tweet which got (so far) 62 likes and 18 retweets, which for me puts it as the second most popular tweet I’ve ever put out there.

The front runner still (and possibly always) is the famous Harry Potter tweet which I shared from Kings Cross (with over 202k views, 1042 retweets, and 4687 likes).

That was a nice feeling, but that one wasn’t exactly to my target market. I think I had three or four lovely conversations with accountants who either like Harry Potter, or they tolerate it because their children do.

My question is…

What makes the Xero roadshow tweet so compelling that it rises higher than all the other ones?

Was it because I…

  • …included the time-lapse video of a sketchnote I did live at the roadshow
  • …used the #xeroroadshow hashtag so it was more visible to those following it
  • …quoted a powerful statistic on saving time
  • …?????

Some of those may have contributed, but the truth is, you can’t break one social post down from the sum of its component parts and try to create The Greatest Tweet of all time. (Or whatever social post.)

Every tweet that has been more popular than others has been a little different. Different locations. Some with pictures, some with video. Some including a sketchnote.

It gets even more complex when you go to other socials. This instagram post and that one. This insta or Facebook story. That YouTube video.

But what you can do is look for patterns.

All of my most popular tweets…

  • included a tag of at least one other person or company. It helps a lot if they are also quite active on Twitter
  • Included either a photo or a video
  • Was done swiftly, in a rush, with no preparation. Once I grabbed a photo of myself and my client manager from our accountants, and dashed off a note about our meeting that day. Another time I did the same with a fellow business owner I met before an event.
  • Did not completely stand alone (I was tweeting and sharing on other socials leading up to the big one).
  • Were personal to me, with a real-life personal impact or something that is unique to me (like sketchnoting, or a photo of me with the other person, or a comment about how it affected me personally)

It’s also important to recognise the impact of consistent social posting (and all the other marketing) which continues quietly in the background, impacting these things.

On the day of the Xero roadshow, I was sharing photos of my journey on instagram and twitter and facebook. I posted multiple sketchnote images. One of my clients was sitting next to me and took a video of me doing the sketchnote live, and she shared that.

I’m also a fairly prolific writer. I put out blogs and emails and social posts on a daily basis, and I’ve been doing that for seven years, since I set up PF.

Many of my clients want to know how they can get seen. How writing and sharing and posting “feels like yelling into the wind”, as one of my clients put it the other day.

The only threads I can see are:

  • Show up daily. Consistency is the key. Start with weekly if that’s all you can do: but daily is the best.
  • Make it human. You have a personality: show it. Make it real. Share the book you’re reading or the sketch your kid did for you or the new pair of shoes you got which are on brand.
  • Show off other people and companies. My Xero roadshow tweet was more about xero and the statistics they’ve shared than anything else, and I tagged them and used the event hashtag because it was about them. It wasn’t really about me.
  • Share what you’re interested in. This particular statistic was something we all connect with (“FOUR MONTHS of my time spent chasing clients for information?? Akthp!!!”) and i found it fascinating.
  • Stop overthinking it. The world is getting really good at spotting the genuine and the contrived. When you try to craft the Tweet Of All Tweets, they know you spent an hour writing and rewriting it. When you dash it off in between conversations and barely remember what you said, those tend to be the best.

Oh, and most hilariously, when I did the sketchnote, I was dashing it off so fast I wrote that “You spend 70% of your time chasing clients and entering data”. I was literally typing it out to share with the whole world when I stopped and thought, “I feel like that’s a really really big number – maybe too big. Let me check.” I checked and it was 30%. I remember Dhan (who was presenting) saying it was the equivalent of 4 months out of the year….which is definitely not 70%.

You can even see it in the time lapse video if you watch carefully….there’s a few sections where I’ve written 70%, several times, and right at the end I scribble it out and fix it to 30%. WHEW. Close call! Imagine my really popular tweet because I got the stats wrong!

Oh – and feel free to share or comment or retweet this particular tweet…..but only if you really like it and find it interesting! Shameless plugs, I find, don’t work so well. What’s your percentage? Is 30% of your time (4 months of the year) going to chasing client info? 

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Well. So. Small update.

Was out hiking on mull and slipped on a rock crossing a burn, and broke my ankle. (I remember hearing an audible “crack” as I went down.)

No signal on phone. Managed to climb down a ravine to get to a more open place and hopefully signal. At that point still convinced it “wasn’t that bad”. Tried to walk along the path and realised yes, it was that bad.

Phoned coast guard, who were utter legends. Sent a boat AND a helicopter. Sun was setting and they didn’t want me sitting in the dark. Oh my word it was cold. Helicoptered out to fort William hospital (nicest people ever), then down to airdrie where I got a cast.

Ankle broken in one place. Doctors pleased (as much as you can be!) it’s a clean break & lining up well. I’ll be down for 4-6 weeks.

I’ve repeated myself a lot over the last few days so here’s the short version to all the questions, with appreciation for the care.

Yes, I’m okay. I’m also utterly exhausted & have hit the “damn, this is going to be a long road” phase. Taking it one day, one hour at a time. 

I’m being looked after. Very kind friends and things being delivered. My amazing sister @secondsunrise2 flying in tomorrow from america to be with me for a few weeks. SO grateful.

What do I need? I’m good on the basics. There have been unexpected costs and more coming so if you want to PayPal monies for deliveries or getting my car & belongings back or all the taxis or whatever, feel free. I’m hardly destitute so only do that if you want to send something useful and aren’t sure what. PayPal username karenlreyburn. Amazon wishlist in bio. Random care packages also happily received!

My car & belongings are up on mull. I have people to help and we are working on timing. But if you’re on mull and want to return a car near Glasgow, let me know :)

Shout out to the Coast Guard for being so swift, & that beautiful combination of sympathy and practicality.

Download the @what3words app. Literal lifesaver.

That’s all for now. All the love. Oh - and no, I don’t hold this against mull at all. It’s still my happy place. Things happen & the mull community has been beautiful. Shout out to @treshnish who couldn’t have been kinder. ❤️
Morning walk. I stood and watched the ferry come in and the sun lighten this little edge of the world.
Been going through old photos and letters - the last of the boxes i had stored at my sister’s house in america. 

When I first moved to Scotland, I only planned to live here for a few years and then go back. Then after a few years I wasn’t ready yet…then I got my residency…still not quite ready….then started a business…then Scottish citizenship…bought a house …finally accepted this is my home and I wasn’t moving back. 

And with every visit back to the states I would go through more boxes, more photos and letters and memories. I’d keep some and throw others away; take photos out of frames and give away the frames; and as time went on I was able to distinguish between the ones I definitely wanted and needed to keep, and those which were lovely at the time but didn’t need to be saved anymore.

Over twenty years on and this past trip I went through the very last of the boxes. I joked to my sister that I’ve now officially settled into Scotland 😆 

This photo of me and my Gramps is a fave and definitely a keeper. Most of the photos and letters I’ve kept are those of family - parents, grandparents, sisters, nieces and nephews. And as much as I love taking landscape photos, I noticed that 20 years later it’s the people photos I am more likely to keep. Thankful for the traditions and patterns of seeing family every year or so since moving to Scotland. They’re small things - baking Christmas cookies and going for walks and going for road trips - but it’s the time together and the continuing family jokes and the memories which remain. And a few photos.

My grandfather (and all my grandparents) have now passed on, but I remember with fondness sitting around at their kitchen table, eating fresh vegetables from the garden, playing scrabble, laughing and talking and drinking coffee.

It’s the small things, and the rhythms of family, which last. ❤️ 
#family #memories #grandparents #oldphotos
Made fresh mince pies for the first time ever. Over twenty years in Scotland and I’d never tried to make them from scratch, so I figured…now is the time! I’m doing lots of thanksgiving baking (yes, we stretch it out here so I’m still prepping!) and decided to buy the ingredients. 

Dried fruit…mixed peel…lots of spices…and Venezuelan rum :) I made up the mincemeat last night, and then today put it in the little pastries and even cut out the wee stars to go on top!

I think I can safely say they’re the best mince pies I’ve ever had. Fresh out of the oven sprinkled with icing sugar and with a glass of said rum alongside :) 

Now we are curled up with a Harry Potter marathon, with plenty of mince pies AND a thanksgiving feast still to come. Happiness! 

#mincepies #homebaking #maryberry #maryberryrecipe #happythanksgiving #happychristmas #harrypotter #hpmarathon