When Twitter expanded its character limit to 280 from 140 late last year, it was for users to be able to express themselves better on the social media platform. But do development organizations need that much space?
The answer varies. For Matthias Lufkens, managing director for digital at global public relations and communications firm Burson-Marsteller and lead author of the 2017 Twiplomacy report on international organizations’ usage of social media, the rule has been to keep it short.
“If you use the 280 characters, cut them up in bullet points etc. But don't use them to add the title of the people or the meeting,” he told Devex.
Twitter, he said, is basically a “headline.” When it’s well written and engaging, followers are likely to click on the attached link and read more, or retweet a message.