I’m going to channel my best Joan Rivers impression when I ask, “Can we talk?!” In this blog post, I want to talk about Twitter. Yes, Twitter – the social media site that’s seen as a dinosaur in comparison to its competitors.

Let me start by saying that I love Twitter for a number of reasons. To me, Twitter is like the hotline for the public’s opinion. It’s where we go for news, to express our thoughts, and to join in on conversations. (Shameless plug alert: Here’s my blog post on social listening via Twitter.)

If you’re still rolling your eyes so hard you could do a somersault, let me ask you a few questions.

What social media site do you turn to in order to voice your opinions about your favorite show? How about to post your thoughts on a political debate or to complain about poor service you received from a company? What if you actually want to say something positive about someone or something?

If I had to guess, you likely thought to yourself – Twitter. And to that I say, I told you so.

Attitude aside, all of this information leads me to the main focus of this blog post: the power of Twitter chats.

If you’re unfamiliar, let me give you the Cliff’s Notes version.

A Twitter chat is essentially a Q&A session that’s moderated by either a company or an influencer. The Twitter chat starts with a question from the moderator, and participants chime in with their thoughts and use the custom hashtag for that particular Twitter chat.

Sounds like a good time, right? Right!

Obviously, I’m a sucker for a good Twitter chat. My Google calendar has recurring reminders for various chats so I can join in on the conversation if I’m not otherwise occupied. A few of my favorites (in no particular order) are:

Why do I love Twitter chats? I thought you’d never ask. Here are my top three reasons.

You can connect with others in your industry.

As digital marketers, we’re constantly tasked with learning as much as we possibly can and then forgetting what we just learned in favor of the new and improved strategy that was released two minutes ago. The industry is constantly evolving and it’s our job to evolve with it. What better way to tap into the minds of our peers than with a Twitter chat? Each chat has its own theme, and from that theme comes a variety of different questions. The nice part about a Twitter chat is that you can respond to the question and then “listen” in to see what others in the industry are saying, too. This gives you the chance through social listening to engage with others.

You can showcase your expertise.

In the real world, we find it to be a bit intrusive, to put it lightly, when people insert themselves into conversations. We hit them with a middle-school girl caliber side-eye and wonder what makes them think they can just state their opinion? Well, when it comes to Twitter chats, the exact same thing happens. The only difference is that the negativity is removed and all that’s left is people who share the same affinity for a certain topic and offering their insight. During a Twitter chat, you have the chance to insert yourself into a conversation and show that you know what you’re talking about—what’s more, it’s welcomed! In essence, you’re flexing your marketing muscles by adding your expertise and your opinion into the mix. Plus, it feels good to have your tweets acknowledged by the moderator and your peers!

You can build your following.

As with most things pertaining to the social media world, the more consistent you are with your approach, the more likely you are to see positive results. In my case, I manage the Flying Cork Twitter profile, and through my engagement via Twitter chats, I’ve seen our tweet impressions, profile visits, mentions and number of followers steadily increase. In fact, August was the first month that I pushed full steam ahead in posting on our Twitter feed and participating in Twitter chats, and though it’s a small case study, as you can see from the screenshot below, the numbers don’t lie. The more you tweet and the more you engage with others, the better your chances are of increasing your reach and building your following.

Screenshot of Flying Cork's Twitter performance for August 2017.

Conversely, you can’t just respond with one-word answers or give a lackluster performance and expect positive results. Just like on all social channels, building a Twitter following takes time and effort, a commitment to providing value, and consistency and patience once your strategy is implemented. While I know that August’s numbers are impressive for our agency, I also know that those numbers won’t continue their upward trend if I don’t put in the work and use Twitter chats to Flying Cork’s advantage.

Now, that I’ve highlighted my top three benefits of joining in on Twitter chats, are you convinced of their power to help put your name out there, engage with your peers, and build your following?

Still need a little coaxing or maybe a little help? Say no more. Let’s chat.

But before you say goodbye, say “Hello” and see what’s new at Flying Cork on Twitter | Facebook | Instagram.

What is the biggest difference between a responsive email and an adaptive one? In reality, your budget. In this blog, I’m going to compare these two mobile-friendly methods of building emails and what each of them means for the end user’s experience.

When it comes to email, especially from the user’s point of view, they really only care about one thing: The information they’re reading in your message. Essentially, they want to be able to consume the content quickly so that they can either take action or move on.

In that small time-frame when a person checks their email on their phone, you, as the marketer, have to create a design that supports the content and breaks through the clutter to grab hold of the user’s attention. Because let’s be honest – there’s nothing more infuriating than an email that doesn’t load properly or provides zero value.

Wasting the recipient’s’ time is a surefire way to have your future emails sent right to the trash bin of their inbox. So, how can you avoid this fate? You need to create emails that perform well wherever and however the user chooses to read them.

As most of the world is checking their email via mobile devices like smartphones and tablets, your emails should be readable on just about all of them (or, if you’ve done your research on your target audience, you can cherry pick the most common devices and optimize for those). Basically, developing a mobile-friendly email is a must. However, fully responsive emails are just visually better.

How? Allow me to explain.

Adaptive Email

These emails simply adapt to the screen size by scaling down proportionately. For example, if part of your email has an image next to some text in a two-column layout, it will remain that way on all devices. The downside is that on particularly small devices like smartphones, your text may be so small that users can’t read it without pinching the screen to zoom in, which isn’t going to provide the best user experience for your audience.

Responsive Email

In a responsive email, the design responds to the screen size by recognizing the width. The same two-column layout on a smaller device will instead stack the image and text on top of one another so that the text remains large enough to read. Your users won’t need to pinch and zoom, as the email is perfectly readable on whatever device they’re using.

With that in mind, some will argue that responsive emails will garner more user engagement because of the favorable user experience, and more engagement may lead to increased conversions. However, there are many variables that contribute to whether the user will ultimately decide to take further action, including, but not limited to, the content and design.

So why does the budget decide?

It would be awesome if we could always use responsive emails all the time, every time. In the beginning, I said that it was your budget that realistically decided what method you use to build your emails. That’s because time is money, and fully responsive emails take a lot of a developer’s time to build and test.

Adaptive emails take much less effort to build and are much less time-consuming than fully responsive emails. There is only one version and it simply scales to the device. Testing across different devices, browsers, and email clients is less painful because the email should look the same in all of them. Just set the same width value in three different ways and you’re done! No messy media queries that may or may not work.

Fully responsive emails, on the other hand, take much longer because the developer has to test the email thoroughly to ensure it looks fantastic across the different devices, browsers, and email clients. A fix for a bug in one email client might break something that worked in another one. So that starts the process of what I like to call fiddling around until they find a solution.

To help you decide whether you should go for the fully responsive or adaptive email approach, I present to you the Iron Triangle, also known as the project manager’s triangle. Your ideal goal for any project would be to get the best deal by paying the least amount for a good quality product with fast turnaround time. While I hate to be the bearer of bad news, accomplishing all three is simply impossible; you have to choose up to two of the three goals: fast, good, and/or cheap. Anyone who promises you can have them all is lying – beware!

If you have the budget, it’s worth it to request (and expect) a high-quality result. If your project is also a low priority, the “fast” goal doesn’t matter. In that scenario, only the “good” goal was chosen. Those are my favorite types of projects because I can spend the time making a great, robust, and bug-free product. The fast and cheap projects hurt my soul because it is inevitable that the outcome will be of low quality. If you need to choose cheap, I’d recommend setting your deadline far in advance, else the quality will suffer and everyone working on it will know it before it ever even reaches the user.

I think I’ve covered enough for one article. As you can see, I’m very vested in this subject, so I’m going to leave you with a teaser for a future blog post:

Adaptive emails are not “enough” and fully responsive emails are too time-consuming, so check back in the coming weeks to learn about how new method developers like me are now learning!