6The Art of the Tweet

The moment it became clear that the Internet could be a good way for businesses to make money, one simple rule stood out.

Sites with good content succeeded; sites with poor content failed.

That didn't mean that lots of people didn't try earning money with poor content. They did. They still do.

And they still fail.

Sure, a website owner can find a wordsmith in Mumbai to churn out articles for $5 each so that he or she can have somewhere to put his or her ads, but even at those low rates, the owner is still going to lose money.

If the content isn't good, no one will want to read it.

Instead of putting effort into creating good articles, the publisher will have to put even more effort into dragging people to his or her Web pages.

And he or she will have to keep doing it because when users have visited a poor site once, they won't come back.

That rule holds true on Twitter, too.

To build followers and keep them engaged, you have to produce good content.

The only difference is in the nature of good content on Twitter.

Because you have only 140 characters, you can't create long list posts that are so popular in social media sites.

You can't create in-depth how-to articles that give people valuable knowledge and help them complete important tasks.

And any interviews you wanted to run would have to consist of very short questions and one-word answers.

Good content on Twitter needs to be entertaining. It needs to be informative. It needs to be valuable.

And it needs ...

Get Twitter Power 3.0: How to Dominate Your Market One Tweet at a Time now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.