Even the savviest of marketers are sometimes daunted by the very thought of compressing their message to 140 short characters that comprise a tweet. If you too have been running into that challenge, a good general practice is to ensure that your tweet covers the five Ws  (Who, What, When, Where and Why) before you hit that ‘submit’ button. Sounds interesting? Read on to learn more!

Who
To ensure that your message reaches the right audiences, it is imperative to first determine whose attention you wish to draw. If you wish to engage a small group of people or certain brands, Include their Twitter handle so that they get a notification of your tweet. You could also tag them in the image attached to your tweet, if appropriate. To communicate your message to a certain set of people, use hashtags that they identify with. For example, if you are promoting an event, your best best is to include the official hashtag and specify which segment of the audience you wish to alert (e.g. attendees, exhibitors, speakers or sponsors).

What
Your tweet has to be limited to hundred or so characters, so get to the crux of the matter right away. A plethora of hashtags can affect the readability of your tweet, but you can still use keywords that your audience is likely to search with. For example, prospective attendees may search with your event name or hashtag in conjunction with keywords like ‘registration’ or ‘floor plan’. Also, to give them a next step for further engagement, include a link to a webpage or resource that they can navigate to.  If possible, do attach a relevant media with your tweet. A good visual or video can help circumvent the restriction on character limits and convey a lot of information easily. According to a report published on Twitter’s blog, photos gave users a remarkable 35% bump in retweets.

When
This is one of those ingredients that are often overlooked, and are so crucial in getting your audience to click, reply or retweet your message. Always include important dates, deadlines or designated time by which they need to take an action.  

Where
If a physical location or destination is relevant to your message, don’t omit it. When tweeting about keynote sessions, mention the room numbers. Similarly, include your sponsors’ location on the exhibits floor when tweeting to acknowledge their support. Even if you think they’d already know or remember the venue, your audience will appreciate the reminder.

Why
Last but not least, give at least one compelling reason for your audience to engage with your content. This is the cherry on the cake that draws the eye. If you are asking a question, explain why you are seeking an answer. If promoting a contest, don’t forget to mention the prize. This is the section of your tweet that promises a reward, and as a good marketer, you wouldn’t wish to disappoint your audience!