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Three Things Flacks Should Take Away From Chris Sacca
By: Mike Bush
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PR people in the tech world know the name Chris Sacca. For those outside tech, here’s what you need to know: He’s a former Googler, and his investments are a who’s who of tech companies. The guy has the Midas touch.

In June, he wrote a very, VERY long blog post about what Twitter can be. If you’re in PR…the entire thing is worth reading. However, knowing how many of us subscribe to the TL;DR school of article reading, I thought it made sense to pull out three of the top takeaways that should directly impact the way we promote clients.
  1. If you’re doing anything with a “live” component, Twitter needs to be part of the puzzle. Sacca highlights how many companies, including Facebook and other social sites, have done their best to capture the real-time, appointment viewing–like capabilities of Twitter. He’s right. A simple hashtag can turn a live event into a trending topic and move audiences from dozens to thousands. The money quote from Sacca: "Everything that is happening is happening on Twitter."
  2. As PR people, we need to make it easier for people to find our content. While 140-character tweets would seem to be among the easiest content on the web to digest, the reality is that there are tons and tons and tons of 140-character snippets being published every second. For new users, that makes it difficult to separate the wheat from the chaff. We need to find ways to make our content stick around, whether that means using the Pin function more liberally (so potential customer who hit our clients' websites see our best work more readily), capitalizing on long-tail hashtags (so people can find things that are more targeted), or utilizing other media like pics or video (so when someone clicks on our client pages, they might see interesting images that improve the shelf life of our content). The money quote from Sacca: "The world’s very best content is already inside of Twitter….Yet, for most people, using Twitter to see that great stuff is too hard. As flacks, we can do better."
  3. We need to better understand the “Favorite” button. Since there isn’t a “save for later” function, the “favorite” button has become a sort of pinch hitter for the option. Yet, quick show of hands…how many of us have, on behalf of our clients, thanked someone for favoriting a Tweet? If anything, we’ve probably scoffed behind the scenes at the fact that the “favorite” isn’t nearly as good as the retweet, since it isn’t getting shared on someone else’s timeline. However, maybe we need to think about the Fav. button differently. It may be a flag that someone is expecting to come back to our client content, and that’s something we should be better at applauding. The money quote from Sacca: "...really intriguing Tweets and links go by and we don’t have a way to save them for later. Maybe that’s not entirely the case."
When one of the biggest shareholders in Twitter speaks, we as PR people should listen; no one is more plugged in. In the case of the brilliant post on what Twitter can be, he’s essentially telling us how to be more effective using the medium.

And we should be thankful he used more than 140 characters to get there.


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About the Author
Mike Bush is a PR and Marketing freelancer with more than a dozen years of experience in the field. Find him on and connect Twitter @mikebush or at www.mikebush.nyc. 
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