I am a certifiable hard news junkie. I watch news on TV, I still read the daily newspaper wall to wall, I listen to talk radio even though I’m a moderate, and I subscribe to @ cnnbrk (CNN), @wsj (Wall Street Journal), @statesman (Austin American-Statesman, my hometown paper), and @Newsweek.
So guess who first informs me about the 5.7 magnitude earthquake in
@mashable, known for his expertise in social media, not breaking news.
Fortunately, watching my local TV news, it appears that skyscrapers only swayed, they didn’t come crashing down. Perhaps this type of breaking news didn’t reach the threshold for a tweet. But evidently @statesman felt it more important to tweet about the Trail of Lights here in
Then on Sunday I wake to discover that the first news about the Space Shuttle landing in
If you want to improve this customer’s experience, please keep us updated on what is truly breaking news. (But remember, scarcity increases value.)
Bottom line: I’d appreciate hard news sprinkled in among the soft news. That means for national organizations, when something happens that is truly newsworthy then tweet it. That’s why I follow you. One hard news tweet for every six or seven soft news tweets will strengthen your brand. Remember, you’re a news organization, not a lifestyle Web site. Lifestyle is one component of your brand.
For local organizations, same thing. It could include a massive wreck closing down I-35 or the next stupid thing our local or state politicians’ do that will impact me.
I noticed, while researching this post, that I had not been receiving @cnnbrk’s tweets. I unfollowed, cleared my browser cache, and then followed them again. We’ll see if I start receiving them now. However, when I went back and researched their tweets I saw nothing on either the earthquake or the Space Shuttle. I am concerned that I’m not receiving their tweets either via my computer or on my Blackberry via Twitterberry. I wonder if there’s a scalability issue with having 1.5 million followers.
Update #1: As of noon Sunday, still not receiving @ccnbrk tweets on either Twitterberry, Tweetdeck, or via Twitter.
Update #2: Only @wsj tweeted about the North Korean nuclear test.
We now return you to your regularly scheduled entertainment.
Follow me on Twitter. I’m @txglennross