Advice for editors on becoming conversational on Twitter

Most editors using Twitter should try to be more conversational. They use Twitter primarily to post headlines and links to their staff’s stories. Posting links is a valid use of Twitter, but if that’s all you’re doing, especially if you’re just posting headlines with the links, you’re just getting started.

Twitter has much greater value for improving your journalism and engaging with your community. As I’ve noted, too many newsroom leaders don’t use Twitter at all, but when they do, most start by sharing links to their staff’s stories. That’s a good start, but it’s just a start.

In my Twitter tips for journalists and my exhortation to editors to be active on Twitter, I encourage journalists to be more conversational. A group of Journal Register Co. editors asked me to elaborate this week, with some advice for what to tweet about and how.

My primary answer is that you can and should converse with the community and colleagues on Twitter as many different ways at you converse with the community and colleagues in person and by email (or chat or Skype or however you converse). If you feel that you don’t have time to use Twitter, think of it as conversation with the community. Editors make time to answer phone calls and emails from the community, to meet with community groups and people who show up in the newsroom. If you don’t think you have time for conversing on Twitter, check out my Twitter time management tips.

Here are some ways I suggested to my JRC colleagues of being more conversational (and some I’ve thought of since). I’ve written this specifically for newsroom leaders (using examples from newsroom leaders, many of them from JRC newsrooms), but many of these techniques would be helpful to any journalist:

Comment on the links you tweet. Tricia Ambrose, editor of the News-Herald in Willoughby, Ohio, does a nice job of tweeting her own perspective with a link to a story, rather than just the headline:

This might be the only way I'd try consuming pumpkin bit.ly/pvb8Cz—
Tricia Ambrose (@triciaambrose) September 29, 2011

I don't care; I'm not giving up my microwave popcorn bit.ly/oA1FS6—
Tricia Ambrose (@triciaambrose) September 07, 2011

This tweet by Mike Morsch, executive editor of Montgomery Newspapers, is more engaging than a simple headline:

If this were a #Cardinals game, Tony #LaRussa would have the squirrel up next in the bullpen.—
Mike Morsch (@mmorsch35) October 07, 2011

Retweet and reply to people in the community. The community is discussing community issues (and sometimes your coverage of them) on Twitter. Join that conversation. You can explain a decision, thank someone for some praise, respond to criticism or just show that you’re listening.

@AlexLytwyn It's a difficult discussion considering Trenton's socio-economic-education-political state of affairs in 2011. … …—
Joey Kulkin (@incrediblekulk) October 11, 2011

@mattlesser so I hear. We updated the story later in the pm with response from deems and link to actual report—
Viktoria Sundqvist (@vsundqvist) October 07, 2011

@conciergeboston We publish stories on hundreds of subjects every day. The Red Sox piece was one.—
Marty Baron (@GlobeMartyBaron) October 15, 2011

Tweet links to some community blogs. Don’t make it all about your publication. Especially if you have a blog network (as JRC newsrooms do), share some link love with the network members (and include them in your conversation):

Community blogger: A really hairy post… bit.ly/o9cQnb—
NONA BREAUX (@nonabreaux) October 14, 2011

Community Blogger: About the governor's education plan – delcotimes.com delcotimes.com/articles/2011/… via @delcotimes—
Philip Heron (@PhilHeron) October 14, 2011

Welcome our newest blogger, Route '12 to Main Street, focused on downtown Saline: http://ow.ly/6O6f4—
Michelle Rogers (@SalineMilanNews) October 05, 2011

@forever_trust Hey, just thought I'd let you know your blog is now linked on our website. Thanks for letting us.—
Rick Mills (@RickMills2) October 11, 2011

Tweet about people in the community.

Congrats to #Saratoga restaurateur and entrepreneur Christel MacLean for being honored in the @Business_Review. Well-deserved!—
Barbara Lombardo (@Barb_Lombardo) October 11, 2011

Tweet links to interesting content from other sources. Editors are constantly reading stories from other news organizations. Tweet links to some that you find interesting or provocative. If you’d tell a colleague or spouse about a story, it’s probably worth tweeting, with some praise or criticism.

oh my! RT @WilsonsHardware: Couple lost in corn maze calls 911. #GoodIdeaAtTheTime tinyurl.com/439h5vz—
NONA BREAUX (@nonabreaux) October 12, 2011

Dumb trend story. Not all of us wore sweats in college. RT @nytimes: On Campus, Taking Fashion Seriously nyti.ms/oacNi8—
Carole Tarrant (@caroletarrant) October 14, 2011

Is it time to take news apps out of the newsroom and create products instead of rehashed content? j.mp/oKktIw via @poynter—
raju narisetti (@rajunarisetti) October 14, 2011

Live-tweet. In the last few months, I know of two JRC editors, Nancy March and Stan Huskey, who have live-tweeted community events that they attended. You may be attending as the editor (or actually reporting on the event, as Nancy was), or maybe you’re attending a sporting event as a parent or fan, or perhaps you are participating in an event. Consider whether it’s an opportunity for live-tweeting.

Social-justice commentary from protesters: "Cops, pigs, murderers!" #OccupySeattle—
David Boardman (@dlboardman) October 05, 2011

If you're keeping track, it's Bruins 7, Hawks 6 at the half. #mvovertime—
Josh Awtry (@jawtry) October 15, 2011

Praise your staff. Most editors don’t praise the good work of their staffs often enough. Of course, you should deliver praise in person, but Twitter’s a good praise vehicle as well.

Great job @kevmaloney33 with @georgeogorman bit.ly/qY5qv0 HS football picks (VIDEO).—
Joey Kulkin (@incrediblekulk) October 14, 2011

Quad-City Times wins Innovator of the Month for Friday Night Tweets – APME – bit.ly/q65sUB via @AddThis—
Jan Touney (@JanTou) October 04, 2011

Tweet as you live in your community. Editors frequently represent their news organization at community events and in other ways. If you’re speaking to a service club, tweet when you book the event. Tweet that morning, telling club members you’re looking forward to seeing them there. Then tweet a picture from the meeting or live-tweet some of the activities and discussion that precede your talk.

Most times when the editor is out in the community, you are spreading goodwill (even if you’re addressing complaints, the fact that you’re out in the community listening to them builds goodwill). Share that goodwill on Twitter.

Sometimes you’re just enjoying community life, not as the editor but as a member of the community. Share some thoughts and observations about those aspects of your community life.

Just dropped off kitty food that public donated at The Reporter for Stray Cat Blues… thanks to all!! The kitties will purr, I'm sure.—
NONA BREAUX (@nonabreaux) October 14, 2011

Great to meet @MimoCT in real life tonight! Beautiful collection of #NHV scenes. on.fb.me/n8urek—
Matt DeRienzo (@mattderienzo) October 12, 2011

The view from this afternoon's bike ride. yfrog.com/nt919hxj #lovelyday—
  (@EditorBobDavis) October 15, 2011

Fall is big feed for this culture vulture. Excited for ballet tonight w/ @julesbm & opera Mon. w/ @wwoodson—
Jill Abramson (@JillAbramson) September 22, 2011

I leave you with the sound of the waves. I can hear them rolling in. Makes my day and night. #asnechat—
john temple (@johntemplecb) October 04, 2011

Tweet about professional involvement. Lots of editors make tweetworthy contributions to the industry, through state and regional press associations and professional organizations such as the American Society of News Editors, Associated Press Managing Editors or the Online News Association.

I'm excited to be going "home" this weekend to speak on #JRC open newsroom project at Maine Press Assoc. convention bit.ly/qCWaaX—
Matt DeRienzo (@mattderienzo) October 13, 2011

Off to PAPME, where it all began. One of the most active APME boards in the nation.—
Bob Heisse (@bheisse) September 29, 2011

Join a journalism live chat. #ASNEchat is geared especially for newsroom leaders, every Tuesday at noon 2 p.m. Eastern time, 9 11 a.m. Pacific. (Update: Starting next Tuesday, Oct. 25, when we’ll discuss internships, #ASNEchat starts at 2 p.m. Eastern.)  This week, we’ll be discussing coverage of Occupy Wall Street. Other journalism Twitter chats include #wjchat (Wednesday night, 8 p.m. Eastern, 5 p.m. Pacific), #spjchat (Thursday, 8 p.m. Eastern) and #jrcchat (Wednesday at noon Eastern). It’s a great opportunity to use Twitter to discuss journalism issues with colleagues.

MT @melaniesill: Hosting #ASNEChat on #OWS coverage Tuesday noon ET @LATimesRainey, @GregMitch and @videodrew, join in on covering well.—
  (@ASNEchat) October 14, 2011

Tell the community what your staff is working on. This idea came from our JRC editors, but I am happy to pass it along. Several of our editors are sharing their daily news budgets, telling the community what staff members are covering and inviting contributions. Of course, if a particular story is competitive, or if you’re checking out a potentially damaging rumor that you don’t want to repeat until you’ve nailed it down, you don’t have to include everything:

Here's what reporters @MercuryX are working on today: murder hearing, teen driving safety, and pay-to-play in schools. bit.ly/oYlSRs—
Nancy March (@merceditor) October 13, 2011

Here are some of the stories we're working on today at the Macomb Daily. bit.ly/r2sUOM—
Richard Kelley (@rmkelle) October 14, 2011

Join us in our news coverage… bit.ly/nizMh3—
NONA BREAUX (@nonabreaux) October 15, 2011

Crowdsource. If you have a couple ideas for your next column or blog post, seek your tweeps’ reaction to them. If your staff is seeking community photos of a news event, ask the public. If you’re seeking witnesses to a breaking news event, ask your tweeps if anyone was there. Crowdsourcing’s usefulness will grow as you engage more followers. It nearly always works for me.

Just happened – did you see it? RT @nhregister: Bank robbed in West Haven: bit.ly/pczc0A #robbery—
Helen Bennett (@newsgirlct) October 14, 2011

There's still time to submit a question for the Evansville mayoral debate between @PickRickDavis and @WinneckeMayor courierpress.com—
Mizell Stewart III (@MizellStewart) August 16, 2011

Tell what’s going on in the newsroom. You can tweet about the important stuff you’re doing or share some of the fun of newsroom life.

Computer crashes on deadline do test a journalist's resolve — especially on a Saturday night.—
Lisa Robert Lewis (@Record_Editor) October 09, 2011

Don't know what's wrong with the newsroom: still five doughnuts left four hours after a morning doughnut run.—
John Robinson (@johnrobinson) October 14, 2011

Our company is offering free massages next Monday. I'm so there.—
Chris Cobler (@chriscobler) October 11, 2011

Promote your organization. Your Twitter following and your Facebook following overlap, but each includes some that the other doesn’t. If you’re running a contest on Facebook, promote it on Twitter. Twitter is a good place to promote your text alerts and other services of your news organization. Promote your staff’s use of Twitter.

We're giving away tickets to Hulk Hogan's match Sunday. on.fb.me/oGBBss #JRC Is Superfly Snuka going to be there, too?—
Joey Kulkin (@incrediblekulk) October 14, 2011

SMS news from #Oneida Daily Dispatch
Free (except for any carrier charges)
News: text "ONENEWS" to 22700
Sports: text "ONESPORTS" to 22700—
Kurt Wanfried (@oneidaeditor) October 04, 2011

@RegisterCitizen's new mobile site: m.registercitizen.com Pretty spiffy!—
Eric (Rick) Thomason (@RickThomason) October 12, 2011

Riveting to see 17 counts in Komisarjevsky triple-murder trial being tweeted live right now by @nhrlive #JRC—
Matt DeRienzo (@mattderienzo) October 13, 2011

If you're headed to Woofstock on this gorgeous day, come see us at The Eagle's booth and get your photo taken with your pup.—
Sherry Chisenhall (@schisenhall) October 01, 2011

Don't forget the Rome Observer will publish local engagement announcements for FREE! Just e-mail kzigrino@journalregister.com for details!—
Rome Observer (@RomeObserver) September 29, 2011

Post newsroom jobs. If you’re fortunate enough to be hiring, post the openings on Twitter. You can be hopeful that the people you reach will have some understanding of Twitter’s value to journalists:

Jobs jobs jobs! CBCNews.ca is hiring Sr. Writer (TO), reporter-editor (TO-local, St. John's, Ottawa). See cbc.ca/jobs—
Marissa Nelson (@marissanelson) October 15, 2011

Address questions about your coverage.

We should start a Kickstarter to ensure that Rebekah Metzler can continue coverage of the Statehouse for the next year. || cc: @JustinNXT—
  (@alexsteed) October 14, 2011

@alexsteed @justinNXT Rebekah's a voluntary departure, actually. She's going to US News & World Report in DC.—
Angie Muhs (@amuhs) October 14, 2011

@amuhs: Yes, Justin told me re: that. That's great! I am still worried re: no Statehouse coverage. Is that going to be the case?—
  (@alexsteed) October 14, 2011

@alexsteed Working it out, but answer is there will be.—
Angie Muhs (@amuhs) October 14, 2011

Converse with colleagues. Follow some other editors on Twitter. Where you might be too busy to call or email them as often as you’d like, a quick exchange on Twitter doesn’t take as long, and builds some collegiality.

@MJ_Tom_Skoch I searched 'editor's pick' yesterday on Google images and your picture came up…nice!—
Stan Huskey (@Iteditor) October 13, 2011

@Iteditor Ha! My 15 nanoseconds of "fame."—
Tom Skoch (@MJ_Tom_Skoch) October 13, 2011

Follow more people. If you’re not following many people, your conversation will be more like a monologue. Follow some more people in the community. Follow some more colleagues (I have a Twitter list with more than 60 newsroom leaders; please suggest more if you know them).

Say thank you. People will respond to your requests for help. Tell them thanks.

@MIBloggers @michiganmagazin @awesomemitten RT @RickMills2: Anyone know of any outdoor-themed Michigan bloggers?—
Paula Ruter (@forever_trust) October 13, 2011

@forever_trust Thanks for the retweet and for helping point us toward some possibilities.—
Rick Mills (@RickMills2) October 13, 2011

Opinion may be OK. Opinion is a sensitive issue for editors and other journalists. Different people should handle this differently. Consider whether and when opinion might be acceptable for you on Twitter. If you have a column where you voice your opinion, similar commentary on Twitter should probably be appropriate. Even if you decide that opinion about political or community issues is not appropriate, perhaps some general opinions on more universal issues, journalism issues or sports loyalties are OK.

Pet peeve, ever since one killed one of our photographers: Semis running red lights. Law says stop. If you can't, you're driving too fast.—
Rick Mills (@RickMills2) October 14, 2011

Do elected officials ever think about the words on the US seal — e pluribus unum? If they do, I bet it is to wonder what they mean.—
John Robinson (@johnrobinson) October 14, 2011

Problem with NFL tackling? Until rule changes, it was a game of hitting. Players didn't need good tackling techniques. The big hit was it!—
Gregory Moore (@gregmooreDP) October 14, 2011

Show your sense of humor. Most editors I know are funny. Tweet some funny remarks or links to things you find humorous.

Sight Of Matt Millen On TV Simply Too Much For Nation’s Unemployed To Handle. bit.ly/nbZs1L—
Glenn Gilbert (@glenngilbert2) October 14, 2011

If this were a #Cardinals game, Tony #LaRussa would have the squirrel up next in the bullpen.—
Mike Morsch (@mmorsch35) October 07, 2011

Update: Speaking of humor, Gene Weingarten summed this advice up below (if you’re not that funny yourself, follow Gene and retweet him now and then and people will think you’re funny):

I can summarize @stevebuttry entire thesis here bit.ly/pWSbpY in 4 words: "Don't be a twoink." bit.ly/kwMFgW—
  (@geneweingarten) October 16, 2011

Show your personality. Even if you decide opinion isn’t appropriate for you, your personality is much more than your opinions. People will feel more like engaging with you if they see you as a person and feel like they can identify with you. Each person needs to decide how much of their interests, family, etc. they feel like sharing. (People who follow me get some banter between Mimi and me, photos of my granddaughter, complaints about travel delays and some sports trash talking.)

Who likes to paint? Not me…—
Andy Hachadorian (@PANEWZMAN) October 14, 2011

If you don't like this song, you don't like #rocknroll #Oasis (@YouTube youtu.be/Gx9SD6-a_GY?a)—
Joey Kulkin (@incrediblekulk) October 15, 2011

Why I am smiling? Got a gold star today from the periodontist.—
Barbara Lombardo (@Barb_Lombardo) October 13, 2011

Boise State in the Big East? Hmmm…well it is east of something, I guess. Maybe they should add Hawaii, too.—
Eric (Rick) Thomason (@RickThomason) October 14, 2011

I suggested making my own pizza bagels and got two thumbs up from my hubby—
Viktoria Sundqvist (@vsundqvist) October 13, 2011

So far this morning, my daughter has had a baby, driven her car really fast, and been chased by the cops. (Fortunately, she's only 3.)—
Angie Muhs (@amuhs) October 15, 2011

It's fog. I thought there were technological advancements that enabled planes to fly/land regardless. No? Ah, no. twitpic.com/6lp6h0—
  (@reynoldspost) September 16, 2011

Sometimes the headline is a good tweet. While I want editors to do more than tweeting headlines and links, sometimes the headline is a strong tweet just by itself.

Woman plotted to steal fetus with X-Acto knife — ow.ly/6TzA3—
Tony Adamis (@tadamis1) October 11, 2011

Troy police arrest Ohio man accused of stealing bras. @dave_phillips1 bit.ly/omJZ73—
Glenn Gilbert (@glenngilbert2) October 14, 2011

Cops find llama living in filthy Colwyn lot (With Video) – delcotimes.com delcotimes.com/articles/2011/… via @delcotimes—
Philip Heron (@PhilHeron) October 14, 2011

There’s nothing wrong with tweeting a headline and a link. But I like to see editors doing more than that. What are some ways you converse on Twitter (or enjoy conversation with your tweeps)?

Update: John Bethune made some of the same points (with some interesting numerical analysis) about Twitter use by editors of trade publications in his post, Do B2B Editors Get Twitter?