45 days of planning and no retweets: Is it worth it?

In response to a Business Insider article about digital firm Huge, Twitter users debated the value of meticulously strategizing and reworking a single tweet.

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Sharing a Camembert with friends? (How generous!) Get the best flavor by serving at room temperature. #artofcheese pic.twitter.com/R6iWPeKv1z

— President Cheese (@presidentcheese) April 30, 2014

The process of creating the tweet took a copywriter, designer, the input of 10 to 20 strategists, went through a rigorous internal approval process, and had to be approved by President Cheese, too. Here’s what they got out of it, according to BI: “Thus far, the post has yet to be retweeted, but it has generated two favorites.” Helen Lewis, deputy editor at the New Statesman, tweeted about the seeming cognitive dissonance between that long planning process and the lack of much return:

PR agency takes 45 days to create the perfect tweet for cheese company. It gets 0 retweets. http://t.co/8bSHEAIVIW

— Helen Lewis (@helenlewis) May 27, 2014

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