CommonSense Blog

3 Ways Twitter’s New Direct Message Impacts The Media Landscape

By Christiana Pascale | Aug 21, 2015

Twitter’s milestones over the past nine years are nothing short of remarkable. Now Twitter can add another feather to brag about, again changing up the media landscape.

You’ve likely heard (from a little bird?) that Twitter has eliminated the 140 character limit on direct messages (DM). For some, this isn’t a surprise. The social media powerhouse made an announcement via their blog in early June, and public relations (PR) pros couldn’t wait to see what kind of impact this would have for media outreach. This may appear to be a “whoop-de-doo” kind of announcement, but take note: this opens up a whole new method of communication with journalists and influencers alike.

More often than not, journalists will tell you (very adamantly, actually) that email is the preferred channel of communication. But, on occasion, we like to ruffle feathers and change it up. Here are three ways this impacts the game:

Communication with Journalists

Many media professionals are on social media—for both personal and professional reasons. And even a nice ‘I love you note’ will garner some replies on Twitter. But what about a pitching a story idea via DM? Go for it. This new DM format also allows for better, more substantial communication. Being in a “chat” format has opened up more opportunities to engage genuinely.

A key thing to remember is that we’re all human – don’t be afraid to engage in something outside of “work” tweets. Who doesn’t like getting a retweet or two?

Reaching Influencers

Here’s an example: a client wanted to reach fitness influencers (not necessarily individuals who blog), who were heavy Twitter users. Armed with large amounts of followers, these Tweeter’s didn’t have to have a traditional blog or news site to make a big impact on the world of fitness. The challenge? Actually communicating with these individuals, all through their go-to channel, Twitter. The team carefully crafted a DM, getting creative to stay under 140 characters or sending separate messages, and hoped for the best. Those days are long over.

Pushing the Boundaries of Communication

An item to consider: Just because you can, should you? Even if your close friend sends you a 500 character DM on Twitter, chances are you will text him “what gives bro?” Just like a traditional email pitch, if you can’t be clear, concise and to the point, rethink your story.

Look for the changes on Android and iOS apps, twitter.com, TweetDeck and Twitter for Mac. The new format will continue to roll out over the next few weeks. Happy Tweeting!

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Andrea Kramer and Christiana Pascale