08 June 2016

How to design your Twitter content mix by studying your audience

I was looking at my Twitter audience profile and my audience's top interests are as follows:
  • Technology (80%)
  • Tech News (78%)
  • Marketing (78%)
  • Entrepreneurship (72%)
  • Leadership (67%)
  • Startups (64%)
  • Business News and General Info (64%)
  • Business and Finance (63%)
  • SEO (58%)
  • Advertising (52%)
About 72% of my audience are male and 28% are female. All of them speaks English and they come from US (45%), Philippines (12%), United Kingdom (8%), Canada (5%), India (3%), and Germany (3%).


Let's classify these topics into different categories that I think I can make a difference:
  • Technology
  • Marketing
  • Business
There are 6 permutations of these 3 words taken 2 at a time:
  1. Technology Marketing. How do we market technology products? I can tweet about the branding of Android, the pricing of chromebooks, the lifestyle behind Apple gadgets, etc.  
  2. Marketing Technology. What technology should we use use for marketing our products? I can tweet about social media platforms like Facebook, Google+, and Twitter. I can tweet about blogging tools, web traffic analytics, and search engine optimization tools.  
  3. Technology Business. How much profit does technology companies earn? I can tweet about the profitability of Facebook, the venture capital raised by Elon Musk, the acquisition cost of Flickr, etc.  
  4. Business Technology.What technologies should we use in our business? I can tweet about database management softwares, new ipads for creative artists, global navigation satellite systems, etc. 
  5. Marketing Business. How do we sell the idea of doing business? I can tweet about entrepreneurship or startups, franchising models, organizational management designs, cash flow accounting, etc.  
  6. Business Marketing. How do we market our business? I can tweet about branding, positioning, SWOT analysis, guerrilla marketing, etc.
My problem with this content mix of technology, marketing, and business is that I don't have a distinct advantage over others who are tweeting on these topics. I need a new set of categories.


Since marketing is part of business, I can absorb it in the business category and add the general information category. This gives me three categories:
  • Technology: I am a physics professor specializing in theoretical physics and space weather. I can understand the physics behind the latest technological breakthroughs--just enough to explain them to non-specialists.
  • Business: I have read more than 30 business books in the past two years. This can compensate for my lack of formal business education. 
  • General Info. I studied in Jesuit University, which means I have a strong background in Liberal Arts, especially in History, Literature, Philosophy, and Theology.
So I think I have the expertise to tweet on these subjects.

Let's now consider the 3 permutations these 3 subjects taken 2 at a time. Since we already discuss business technology and technology business earlier, we shall only discuss the remaining four permutations:
  1.  Technology of General Information. Technology of history can refer to ground-penetrating radars for Archaelogy, Carbon dating for fossils, etc. Technology of Literature can refer to the invention of alphabet, the printing press, the internet, and social media. Technology of Philosophy can tackle the technologies that help man answer the question "Who am I and why am I here?" This includes the neuroscience of the brain, machine learning, and human-machine androids. The technology of Theology can discuss the technology of Ancient Civilizations geared for worship, such as Mayan Astronomy, the Gregorian Calendar, and the Islamic science.
  2. General Information on Technology. I may need to avoid equations here, by writing my articles not as formal texts in mathematical physics. Popular Mechanics or Scientific American would be good writing standards. But if ever I use equations or computer codes, I need to balance them with additional general treatments. Or I may just simply link the gory mathematical details to articles in pdf.
  3. Business in General Information. Business in history can refer to the development of economics in different historical ages, e.g. Mercantile Era, Industrial Era, Galleon trade, etc. Business in Literature can refer to writers who became bankcrupt, the Kindle book publishing, the rise of Medium, etc. Business in Philosophy can discuss the different economic theories from Marx to Catholic Social Thought. The business in theology can refer to the wealth of the Papal States, the military spending in theological conflicts, the creating designer babies etc. I'll try to avoid controversial topics, as much as possible, e.g. Catholic apologetics and political rants, since they are covered by my other Twitter account, @monkshobbit.
Because of this new focus on Technology, Business, and General Information, I rewrote my Twitter description as follows:
I'm a physics professor with a passion for blogging. I blog on business and technology and their relations to literature, history, philosophy, and theology.

It is important to study your Twitter audience, so that you can tailor your content to fit their needs. If you don't like your current Twitter audience, you may need to change the topical categories of your tweets, but this is difficult if you have a large number of existing followers who follows you in your previous topical categories.Whatever you decide, it is important to be consistent in your topics to retain your existing followers and convince other Twitter accounts to follow. To find the right content mix for your topic categories, you must gauge your strengths in relation to your existing audience, find a sweet spot where you can really shine, and rewrite your Twitter profile description accordingly.