Tag Archives: twitter strategy

Four Laws of Twitter Reach: A Super-Quick Strategy for Twitter


The math on your Twitter reach is not encouraging. And if you’re using Twitter as a normal human being you probably tweet out your newest article or update a couple of times on the day it is published. There’s a better way. If you look at the analytics behind your tweets, you’ll see some startling and depressing facts. But it’s those facts that we will use to build our new reach strategy.

Here’s a typical set of twitter stats for my account. (I’m stuck at about 20,600 followers.)

Screen Shot 2015-09-15 at 7.34.12 AM


So my reach is not ever going to change much unless I get ReTweeted by someone with a huge audience or if I pay for reach. (More on why paying for Tweet Reach is such a bad idea.) What this tells me, is that of my 20k+ followers, at most, 1% or less of them is ever going to see a single tweet of mine. Well, that explains why so many people get discouraged with “normal” tweeting and the lack of impact it has on their business. And with most accounts hovering between 500 – 1,500 followers, well, the math get’s really bad at that level.

There are several things you can do to make this 1% reach work for you.

  1. You can tweet a lot more frequently.
  2. You can learn what tweets are getting engagement and craft new tweets accordingly.
  3. You can use hashtags to find new audiences.
  4. You can use hashtags to throw variation into your tweeting.
  5. Use a tool like Tweetdeck to tweet and respond to all RTs like a pro.

So if I do the math, and I get about 1% reach on my Tweets. How many times do I need to tweet in order to reach 15% of my followers? Needless to say, you can tweet the hell out of something and not really risk over exposing any of your followers.

And while I am vehemently against robo-tweeting, I do tweet top articles about 10 times during the course of the day. I use new hashtag variations, and original tweets to keep from being a robot. But again, I’m a purest.


  • Grow your reach by growing your followers.
  • Blast tweets all the time, you’re probably not reaching the same people.
  • Create unique tweets by using different hashtags as you go throughout the day.
  • Always tweet in real-time and respond to anyone that RTs or responds to your tweet.

And here’s my take on paying for Twitter Reach. Even on one of my best performing tweets, above, I’m going to get an estimated 6 clicks for $10. Ouch! That is as awful as it sounds.

Screen Shot 2015-09-15 at 7.33.35 AM

John McElhenney
@jmacofearth (also seen on Google+: jmacofearth)

WHY TWITTER? My Client Doesn’t Need to Be ON Twitter, Right?

picture-42In a lively discussion today with a seasoned advertising executive he pressed me on one of his clients doesn’t really need to DO TWITTER.

He had a clear reasoning. He had a savvy client who was obviously asking the right questions. He sort of understood Twitter in terms of his personal experience and interests.

“I mean, Lance Armstrong, I get that. I am a biker, and I understand why people would want to follow Lance’s tweets. But my client just doesn’t need to be on Twitter, right? I mean, they don’t really have anything interesting to say. Why would I “follow” them?”

He was testing my knowledge a little and pressing me to make a case for Twitter as well. He genuinely wanted to know what Twitter could do for his client.

But the key to the dialogue was this: He was not a Twitter-er.

So the concern he voiced, “Why would I want to follow XXXX?” was a valid one from his point of view. [Valid from every point of view, of course, but particularly so in this case. His client flat out didn’t like Twitter and the idea of Twitter seemed like something that would cut their margins.]

So how do you explain Twitter to the non-tweeter? How do you make a business case for Twitter to someone who not only doesn’t get it, may have already decided that they don’t NEED to get it.

What’s to get? I started with my “There are four types of tweeters…” explanation but I could tell he was not interested in theory. I envisioned white boarding diagrams and building impassioned arguments, but he had moved on.

Another team member in the room actually came to my rescue with an example.

“Thundercloud Subs [a local sandwich shop like Subway] has a “follow us on twitter” link and a “join us on Facebook” link on their homepage. And every Thursday they tweet about a special sandwich.”

We were still not tracking as a team. I felt it was time to reach across the aisle. [a political metaphor, but not politics!]

“So to you and me,” I said, trying to establish a connection with MY potential client. “It’s like email or RSS. If we want to get more information, or stay up to date with a site or a business we ‘subscribe.’ In many ways that’s all Twitter and Facebook are. Ways to subscribe to the information from a business or a person. It’s not like I think about it more than a second [I say as an avid tweeter myself] before clicking on the follow link. It’s not really a big commitment or anything. I probably follow 20 – 30 tweeters a day. [more if I’m ‘workin it.’]

“So the question to the site visitor is, ‘How would you like to get your information served up?‘ It’s not IF we have a Facebook page or a Twitter account these days. Should every business have a Facebook page. NO. Should every business have a Twitter account? NO.

“But there are ALMOST always ideas where Twitter and Facebook could be part of an integrated online business campaign: ways that these tools can AD VALUE to the advertising and marketing that a company is already doing.

He seemed satisfied. If not with the idea that it COULD be done, but that I could, in fact, do it.

I guess we shall see in the coming days if I connected or merely hyped my way through the explanation of “WHY TWITTER.”

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