Member Avatar for MktgRob

I read a column on Mashable where the question of what makes a quality tweet. The author contended that 40% of tweets are mindless babble (can't say that I disagree). The author then identified four types of tweets that he felt make for quality tweets. The four types are: informative, personal, humorous and inspiring. Again, I cannot say that I disagree. What does everyone else think?

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raised a useful starting point by quoting that Mashable piece: categorizing tweets helps, but "quality" depends on account goals and audience. 's point about personal touch is important — it builds trust — and is right to flag over-self-promotion as a turnoff. The practical question is measurement: which tweet types actually move a chosen KPI?

  • Set a clear objective first and pick matching KPIs. Awareness → impressions and follower growth. Engagement → engagement rate = (total engagements / impressions) * 100. Traffic → link clicks and CTR. Conversions → goal completions on a tracked landing page. Use UTM tags and analytics to attribute traffic.
  • Build content buckets tied to those objectives and test a simple mix rather than guessing. Start conservative on promotional posts (many brands use ~20–30% promotional), then vary tone, timing, and format to see what resonates with your followers.
  • Test and iterate. A/B headline/text or image, run each variant long enough to collect stable data, then scale winners. Track conversions per tweet type by appending something like ?utm_source=twitter&utm_medium=social&utm_campaign=campaign&utm_content=tweettype_personal to links so you can compare results directly.

Practical caution: anecdotal trust-building (as described) explains why personal and human content can outperform pure promotion, but results will vary by industry and offer. Let measured outcomes — not impressions or gut feeling — define which tweet types are “quality.”

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Member Avatar for bobchrist

I agree, also something that can create personal touch..

Member Avatar for MktgRob

I agree, also something that can create personal touch..

As with blogs, anytime you can relate personal experiences to business perspectives it helps to humanize your content. A friend of mine works for a company that was trying to sell a solution to a prospect. The prospect was given very thorough presentations regarding the capabilities of the technology and the experience of the company staff. The prospect was on the fence until they found a blog post from the president of the company where he discussed working with another client in the same vertical as the prospect and his personal involvement in the process. The prospect was impressed with the personal nature of the blog post and was sold on working with my friends company because he had the sense that they could really relate to his concerns.

Member Avatar for InsightsDigital

I agree. Self promoting tweets and blogs are a major turn off. I wonder what would be the conversion rates for each of these types of tweets.

Member Avatar for MktgRob

I agree. Self promoting tweets and blogs are a major turn off. I wonder what would be the conversion rates for each of these types of tweets.

I am sure that someone is already working on a way to determine that or are putting together a survey asking people to keep track and report back.

Member Avatar for bobchrist

As with blogs, anytime you can relate personal experiences to business perspectives it helps to humanize your content. A friend of mine works for a company that was trying to sell a solution to a prospect. The prospect was given very thorough presentations regarding the capabilities of the technology and the experience of the company staff. The prospect was on the fence until they found a blog post from the president of the company where he discussed working with another client in the same vertical as the prospect and his personal involvement in the process. The prospect was impressed with the personal nature of the blog post and was sold on working with my friends company because he had the sense that they could really relate to his concerns.

I appreciate your insight about humanizing the content, thanks. : )

Member Avatar for MktgRob

I appreciate your insight about humanizing the content, thanks. : )

No problem. It is funny but my biggest challenge right now is getting one of my clients to write content for his companies website and their blog using what I refer to as "his own voice". Right now their website is just regurgitated content from the maker of one of the products they sell and it does not ring true.

Large companies can afford to be more formal but smaller companies would benefit from coming across as more human.

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