Posted by Brad J. Ward | Posted in Higher Education, Research, Strategy, Technology, Thoughts, Twitter, Viral, Web, Webinars | Posted on 08-06-2009
A few weeks ago, while preparing for a webinar on Twitter (Missed it? Here’s your 2nd chance.) With nearly 75 schools in attendance, I thought it would be cool to actually show off the power of Twitter. Little did I know it would become a trending topic and travel all the way around the world in 24 hours!
The Anatomy of the Tweet
As simple as the update seems, there is quite a bit of strategy built into it. First is the core of the message on Twitter, “What are you doing?” Well, I am showing a webinar audience how quickly a message can spread on Twitter. Sounds fun, right? Next is the call to action: Would you please RT? According to Dan Zarrella’s The Science of the ReTweets, the four most common words in a retweet are: You, Twitter, Please, and ReTweet. (Check, Check, Check and Check! Was not planned, but interesting to know.) By asking someone (You) to RT (Retweet), I was asking for a simple moment of their time, and nothing more.
Finishing the tweet is the #watchitspread hashtag. Any viral effort on Twitter should include a hashtag, because people know what it means and it helps organize the results/answers. Finally, the length of the update. By leaving enough room for RT @bradjward I made it easier for people to RT the information without having to cut/shorten words to make it happen. Easier = better. And a final thought on retweets. You’ve surely seen people (maybe even me!) send an update “I’m showing twitter to my boss/friend/wife/dog, say hi!”. Effective, but nowhere nearly as viral. Why? Because if I send that message, it stays rather limited to my network. On Twitter, if I @reply to someone and you don’t follow that person, you won’t see my update in the message. So after the initial people say hi to me, it does not spread past me into their network. Very limiting.
Sending the Tweet Out
During the webinar, I shared my screen, let them watch me type the message in to Twitter to show how easy it is to update, clicked Update and resumed the webinar. I planned to come back to a live screen share at the end of the webinar to show the spread of the message on Twitter. I figured anywhere from 30-60 retweets would be cool enough for the audience to see
About 30 minutes later, I paused to ask if there were any questions. One school replied ” I want to see how our experiment is going.” Excited that they were into it (webinars = talking to yourself for 90 minutes and wondering what the 200 people on the other end are thinking/saying/doing), I decided to pull it up then. To my surprise and excitement, there were nearly 750 retweets in the first 30 minutes. Wow! I think the audience was sold on the power of Twitter at that point.
The Tweet Spreads
By the end of the webinar, Search.Twitter.com was showing around 1,500 updates in the first hour. (I incorrectly said 1,500 in 90 minutes in a twitter update after the webinar because I subtracted from the time the webinar began (1pm), not the time I sent the tweet (1:21pm). From there, it continued to spread. Quickly
Mistake #1: For this social experiment I should have put a timestamp on it. (Before 2:30pm EST, etc.) Then again, that would have limited the viral spread of the tweet. But for the next 2-3 hours, my @mentions was rendered useless due to the volume of tweets coming through with @bradjward in them.
From there, the tweet evolved. I eventually got dropped off of the tweet as people retweeted people who retweeted people, other @names because the original @RT.
Tweets containing #watchitspreadstarted taking on social issues such as AIDS and Swine Flu, Urban Etiquette and ‘underage girls having too many babies’. Another great point: You don’t control the message. You just share it.
By the end of it all, the total numbers of #watchitspread tweets totally nearly 10,000. It bounced across the US, down to Australia, up to Southeast Asia, across Europe, and hit back on the east coast the next morning. As a result, I was ranked #2 on ReTweetRank.com, above everyone on Twitter except @TweetMeme. With RT’s definitely playing a role in the algorithm on twitter.grader.com, I bumped up to #796 of 2,844,018 ranked people on Twitter. (I’m usually in the top 1,500. Interestingly, I went on vacation the day after #watchitspread, and was silent on Twitter for a week. It affected my rank greatly, going all the way back to nearly 40,000. I’ve since bounced back to around 1,500.) I also picked up about 200 followers in the 24 hours, a nearly 10% increase in followers.
The best part: @RainnWilson later that night posted a simple update: “DO NOT RETWEET THIS.” It instantly shot to #1 on the Trending Topics list. Why? Because everyone retweeted it. Irony, gets me every time.
And no, I won’t be doing this for future Twitter webinars. Instead, I’ll point back to #watchitspread as the example of how something can spread so quickly across Twitter.