A quick survey of titles we now follow in minonline’s own Twitter feed reveals more than a few large and small b2b publishers making creative use of Twitter. Apparently, the micro-blogging phenomenon is not just for kids, celebrity watchers and tech geeks. Business information editors are testing a range of tactics and using Twitter both to direct loyal followers to content as well as create a back channel of conversation and quick polling.
To wit:
At Oncology Times (@OncologyTimes), editors are directing some of its 218 followers to specific articles in the feature well and calling out elements of the archives. There are even shout-outs to other feeds and followers. This gives the feed the feel of custom research. Readers ask for information and the editors direct them to the articles.
Make-Up Artist Magazine (@makeupartistmag) tells its 373 followers about one of its editor's recent trip to Australia and polls the readers for their favorite industry blogs. The staff also uses the feed to drop hints about upcoming stories. This is an interesting tactic in itself. It creates an insider feel to the core readership, which gets to know what the staff is working on.
Pharm Pro (@pharmproeditor) “re-tweets” links to other publications within its feed with small commentary. In other words, the editor uses the feed as a way to direct people both to their own site but also as an edited guide to what else is of interest to the pharmaceutical professional community. A feed of feeds, if you will.
Physicians Practice magazine (@physicianspract) poses almost all of its tweets and links in the form of a question that the attached article seems ready to answer. Rather than putting a straight news feed into the Twitter feed, the editors are making custom posts that invoke the format’s more conversational tone.
WWD (@womensweardaily) surely is the most creative of the b2b Twitter users. Its “HootSuite” editor attends parties and reports live on all the dish. Apparently, Sienna Miller put a black jacket over her red dress last night at the Mysteries of Pittsburgh premiere after-party. Most b2b publishers won't have access to celebrity parties, but surely they can apply this live reporting strategy to trade events.
At Vet Insider Magazine (@vetinsider), on the other hand, we are not entirely sure what is going on between that editor and the feed's 261 followers. In most posts they do a good job of giving readers a heads-up on interviews and stories that are about to be posted. And yet we also get personal messages that drip into the feed, like “Most people love it when their Labrador puppies get vaccinations. They sleep! Thinkin’ of you, Scott?”
Okay, Twitter doesn’t always make sense. But we urge our readers to use the @minonline list of “Followed” sites to conduct their own research into what other b2b magazines are doing with this new micro-blogging tool. There is a lot of worthwhile experimentation going on out there, and we designed our Twitter feed to serve both as a window into our content but also as a directory of b2b and consumer titles that are involved in Twitter.
Source: http://www.minonline.com/
To wit:
At Oncology Times (@OncologyTimes), editors are directing some of its 218 followers to specific articles in the feature well and calling out elements of the archives. There are even shout-outs to other feeds and followers. This gives the feed the feel of custom research. Readers ask for information and the editors direct them to the articles.
Make-Up Artist Magazine (@makeupartistmag) tells its 373 followers about one of its editor's recent trip to Australia and polls the readers for their favorite industry blogs. The staff also uses the feed to drop hints about upcoming stories. This is an interesting tactic in itself. It creates an insider feel to the core readership, which gets to know what the staff is working on.
Pharm Pro (@pharmproeditor) “re-tweets” links to other publications within its feed with small commentary. In other words, the editor uses the feed as a way to direct people both to their own site but also as an edited guide to what else is of interest to the pharmaceutical professional community. A feed of feeds, if you will.
Physicians Practice magazine (@physicianspract) poses almost all of its tweets and links in the form of a question that the attached article seems ready to answer. Rather than putting a straight news feed into the Twitter feed, the editors are making custom posts that invoke the format’s more conversational tone.
WWD (@womensweardaily) surely is the most creative of the b2b Twitter users. Its “HootSuite” editor attends parties and reports live on all the dish. Apparently, Sienna Miller put a black jacket over her red dress last night at the Mysteries of Pittsburgh premiere after-party. Most b2b publishers won't have access to celebrity parties, but surely they can apply this live reporting strategy to trade events.
At Vet Insider Magazine (@vetinsider), on the other hand, we are not entirely sure what is going on between that editor and the feed's 261 followers. In most posts they do a good job of giving readers a heads-up on interviews and stories that are about to be posted. And yet we also get personal messages that drip into the feed, like “Most people love it when their Labrador puppies get vaccinations. They sleep! Thinkin’ of you, Scott?”
Okay, Twitter doesn’t always make sense. But we urge our readers to use the @minonline list of “Followed” sites to conduct their own research into what other b2b magazines are doing with this new micro-blogging tool. There is a lot of worthwhile experimentation going on out there, and we designed our Twitter feed to serve both as a window into our content but also as a directory of b2b and consumer titles that are involved in Twitter.
Source: http://www.minonline.com/
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