Revisiting my unintentional viral tweet, and revisiting my mini-goal for April

You’ll recall that on March 31, a tweet of mine (from my “amateur” Twitter account) unexpectedly went viral.

Within 15 hours, the tweet had over 48,000 impressions and over 1,000 engagements.

Things have hit a plateau since then—the good times weren’t going to last forever on this one, after all—and the tweet currently (1:34 pm PDT Tuesday April 6) has the following statistics:

  • Impressions: 68,721
  • Total engagements: 1,470
  • Likes: 1,009
  • Detail expands: 302
  • Profile clicks: 116
  • Retweets: 32
  • Replies: 11

But that’s not the important part.

As I noted in my prior post, the TRUE challenge is to create meaningful content on my “professional” Twitter account @jebredcal. Specifically, I challenged myself to have an April tweet with 212 or more impressions and 10 or more engagements.

How am I doing? Not there yet. My top tweet in April so far has 167 impressions, 3 engagements, and unquantifiable value add (specifically, my statement that “[t]he standard is ‘currently going through the adoption process'”).

Hmm…perhaps Elena Salazar can help me. After all, she’s written a post about writing highly engaging tweets. And she specifically used the word “engaging” rather than “impressionable,” so you can see she’s interested in results.

I’m not going to reproduce the whole post, of course, and I’m already doing one of the things that she mentioned – after all, my unintentional viral tweet would not have gone viral if it hadn’t been a reply to Greg Kelly.

One of her suggestions in her post was to “have fun.” As long-time readers of this blog will appreciate, that particular suggestion resonated with me, since it’s one of my goals for 2021. Salazar notes that human connections are prized more than ever. (Provided that you’re not faking your humanity, I guess.)

Salazar also had two suggestions on the timing of tweets. No, she wasn’t talking about tweeting on Mondays at precisely 8:22 am. (These suggestions never did much for me anyway. Bredemarket’s target geographical market is the entire United States, from Maine to Alaska and Hawaii, and there’s no ideal time that appeals to everyone in that geographical market.)

Bredemarket’s geographic market, according to Google. https://g.page/bredemarket

What Salazar WAS discussing was participating in timed Twitter chats, and tweeting during live events. While I’ve engaged in the latter at times (most notably during the years that I regularly attended Oracle OpenWorld), I have rarely participated in timed Twitter chats that were not connected to an event. Here’s some of what Salazar said at the time (August 2019, before the world changed) about Twitter chats:

I personally try to attend 2-3 Twitter chats per week.

Tip: Some of my favorite digital marketing chats are #CMworld (Tuesdays at 9am PT), #SEMrushchat (Wednesdays at 8am PT), #Adweekchat (Wednesdays at 11am PT) and #TwitterSmarter (Thursdays at 10am PT). 

Checking the Twittersphere, #CMWorld (CM = content marketing) still seems to be a thing (I missed it by a few hours this week), as do #SEMrushchat (tomorrow), #Adweekchat (also tomorrow), and #TwitterSmarter (Thursdays, although it may go on at all times like #MarketingTwitter).

Of course, these hashtags are general and not specific to identity or even technology, but maybe I’ll try to drop in on one or two new Twitter chats this month.

(Note to self: tag Elena Salazar on the tweet that links to this post.)

When you go viral unintentionally, how do you reproduce this?

Since last night, a tweet of mine has been going viral.

Sadly, it’s not a Bredemarket tweet, so the virality isn’t directly benefiting my marketing and writing services business. But perhaps I can learn from it.

I maintain two Twitter accounts. The @jebredcal account which tweets posts from this blog is my professional account, which naturally means that the other account, @empoprises, is my “amateur” account. I intentionally segregated it because I figure that most of you aren’t interested in my tastes in music…or my Mad Libs.

Mad Libs?

Let’s start last night’s story with Greg Kelly, a well-known Newsmax host with nearly 300,000 Twitter followers. Yesterday afternoon, he tweeted this rather bizarre item:

SMOKING WEED (aka GRASS) is NOT a good idea. I’ve tried it (back in the day) and it was WORSE than anything that happened to HUNTER BIDEN. I “toked up” with some buddies in Kentucky and woke up 4 days later in Nairobi, Kenya. With no idea what happened. DON’T DO DRUGS.

Because of Kelly’s prominence as well as the content of the tweet itself, this has received major attention from TMZ, Huffpost…and Brian Hamm.

Now Brian Hamm is not quite as famous as Greg Kelly, but he made a rather interesting point in his tweeted reply.

Reads like a Mad Lib.

SMOKING (Drug) is NOT a good idea. I’ve tried it and it was WORSE than anything that happened to (celebrity). I (slang for drug use) with some buddies in (State) and woke up (number) days later in (Foreign City) with no idea what happened. DON’T DO DRUGS.

Now yesterday I hadn’t seen what TMZ wrote about Kelly’s tweet, and I hadn’t seen what Huffpost wrote about Kelly’s tweet…but I had seen what Brian Hamm wrote about Kelly’s tweet. And I took a position that isn’t all that unusual on my amateur account.

Challenge accepted. (I hadn’t played Mad Libs in a while, anyway.)

Now the tweet itself is not a remarkable tweet. Frankly, it wasn’t even the best tweet that I wrote on the @empoprises yesterday. (I think my “Disneyland launches its plan to enforce social distancing in the park” tweet is better.) And on my “professional” Twitter account, I tweeted a link to my “trust” post as well as a link to the Innocence Project’s efforts to improve the forensic science discipline. A Mad Lib about smoking pizza and ending up in Ottawa falls pretty low on the importance scale AND the interest scale.

Or so I thought, because the Twitterverse disagreed with me.

Within two hours, my throwaway tweet had received over 9,000 impressions. Within fifteen hours, the statistics for the tweet are as follows:

  • Over 48,000 impressions
  • Over 1,000 engagements, including over 700 likes, 78 clicks on my profile, 21 retweets, and 8 replies

And the statistics still continue to climb.

Now I did not sit down yesterday evening and plan to latch on to a popular tweet to drum up impressions and engagements. Frankly, if I HAD planned this, I would have latched on to something other than a Greg Kelly tweet, and I would have planned a response that would provide some more tangible benefit to me. (Unless the Ottawa tourism folks decide to use me, there’s no way I can monetize my viral content.)

And to be honest, I’m repulsed by the idea of latching on to every single identity or technology trend and trying to insert monetizable content into it. I could do it, but I would do it very badly. (Hey, here’s a trending tweet from a famous politician about proposed forensic science legislation! Time for another Mad Lib!)

But perhaps I should keep my eyes open in case a relevant, popular tweet shows up in my professional Twitter feed. If I can contribute something MEANINGFUL to the conversation, perhaps I could get some deserved attention.

So now I’m challenging myself. In March, my most popular tweet from my @jebredcal professional Twitter account received 211 impressions and 9 engagements. (And it wasn’t a reply to a tweet, but it did mention two Twitter users with 800+ follwers and 5400+ follwers.) Let’s see if I can beat that in April and get 212 or more impressions and 10 or more engagements on a tweet.

Challenge accepted.

If your marketing channels lack content, your potential customers may not know that you exist

[Update, January 27, 2021: a July 2020 study from Demand Gen Report explains WHY up-to-date content is important. I addressed that study in this post.]

One of Bredemarket’s most popular services is the Short Writing Service. It can help small (or large) businesses solve the content problem.

You know what the content problem is. Your business has established one or more marketing channels: a website, blog, email list, Google My Business site, Facebook, Instagram, LinkedIn, Snapchat, Tumblr, Twitter…or many others.

But the marketing channels are useless IF THEY HAVE NO CONTENT.

Or old content.

Or poorly-written content.

Maybe the information on the marketing channel is six months old, or a year old, or nine years old. (Trust me, this happens.) Or maybe there’s content on one marketing channel, but it’s never cross-posted to the other marketing channels for your business.

What are the ramifications of this? If your channels lack content, your potential customers may forget about you. And that’s NOT good for business.

I’ll use myself as a BAD example. In addition to my business blogs at Bredemarket (https://bredemarket.com/blog/) and JEBredCal (https://jebredcal.wordpress.com/blog/), I maintain several personal blogs. One of those personal blogs is Empoprise-NTN (https://empoprise-ntn.blogspot.com/), and that blog is obviously the ugly stepchild of the bunch. Between 2016 and 2019 I authored exactly ZERO posts on that blog. So if someone is looking for authoritative commentary on NTN Buzztime games, they’re obviously NOT going to look to me.

The obvious solution to the content problem is to CREATE CONTENT. Some people have no problem creating content, but others may need some help. They may not have the time (https://bredemarket.com/2020/09/25/when-you-dont-have-the-time-to-craft-your-own-text/), or they may need some help in selecting the right words to say.

Bredemarket can help you solve the content problem, one post at a time. The Bredemarket 400 Short Writing Service (https://bredemarket.com/bredemarket-400-short-writing-service/) uses a collaborative process, in which you and Bredemarket agree on a topic, Bredemarket provides a draft of the text, and the text goes through two review cycles. At the end of the process, you have the text, you own the text (this is a “work for hire”), and you can post the text on your blog or Facebook or wherever you please. Your content problem is solved! And if the post includes a call for action, your potential customers can ACT, potentially providing you with new business.

Speaking of a call for action…

If you would like to talk to Bredemarket about ways to solve your business’ content problem, contact me!

Bredemarket 400 Short Writing Service

(new text of approximately 400 to 600 words)