Editor’s tweet sparks nasty buzz for paper
Here’s a general rule for journalists and marketers: When you tell people you’re about to share something BIG, it better be massive — bigger than big. Just ask Ian Prior, sports editor at London newspaper The Guardian.
Just ask Ian Prior, sports editor at London newspaper The Guardian.
Last week, he tweeted: “Major — and boy do I mean it — football exclusive coming up on guardian.co.uk sometime around 5.30.”
As expected, that tweet sparked lots of buzz.
Problem is the story fell flat. It turned out be speculation about a possible player transfer. The “major” story was a mere side note in The Guardian’s competitors.
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