@EW: an entertainment publication twitter handle that barely entertains
Okay, here’s my thing.
I understand that big publications get a lot of people trying to interact with them and it’s hard to respond to everyone. I’ve seen similar posts from both The New York Times and The Washington Post. Still, just because everyone’s doing it doesn’t mean you can’t set yourself apart and be better.
What am I talking about? I’m talking about OVERSHARE.
I think the Twitter handles of popular publications like Entertainment Weekly are there with a goal of sharing their content and driving traffic to their website, which makes perfect sense. However, there are opportunities in having a very specific audience with similar psychographics that I feel EW is not taking advantage of. EW is very good at being on top of their new articles and sharing them with their followers, but their problem is not that they aren’t keeping their audience updated; it’s that they are not interacting with them.
I was always told that social media should follow the “70-20-10” rule.
- 70% of your content should be interacting with your audience. Find people in your target audience and speak with them; address their concerns, hear their opinions, make them feel included.
- 20% of your content should be community sharing. For a targeted niche like entertainment, this would be where you might talk about Lindsay Lohan’s latest relapse, or the Kardashian wedding, or the hottest new fall TV shows.
- 10% of your content should be shameless self-promotion. This is where you get to talk about yourself and all of the good your business is doing. This is also where you get to tell your audience what you can do for them.