Thread by @ThyConsigliori

1) Advanced Lesson for Supporters of the #SunTzuForMAGA Project, Take One.

Logic can be such a bear, I may have to redo this lesson several times before I get it right. Apology completed, let's begin with what seems obvious, but may not be. Twitter is NOT Facebook.

2) Stunningly obvious as that may appear, see if you're still with me here:

A Twitter Like does NOT = a Facebook Like. How about that?

As I understand it, at Facebook, hitting what used to be just the like button, and now has all those emoji options, is fundamental.

3) Here at Twitter, not so. There is tremendous benefit to one who Tweets, that many others like those Tweets, but such competition is not, again, fundamental. Allow me the following comparison. As an author, oh, have I recently mentioned my book, here:

amazon.com/America-First-…

4) Sorry...as an author, if you buy my book, read it, and write me a nice review, I will be deeply grateful for the review. Crassly, though, the reason I'll be grateful is that it helps me SELL books to other prospects! So also here at Twitter. I am grateful for a Like, but why?

5) As book SALES are to an author, the SACRED Retweet is to Twitter. But wait, wait, what about all that work you put into those delightful Retweet With Comments? Aren't they even better? Well, sadly, yes and no.

6) If we can stick tightly to Darwinian Capitalism, the actual "right" motivation for a Retweet With Comment, is to extend YOUR reach, NOT the reach of the person who's Tweet you're so painstakingly crafting into a perfectly balanced, artistic presentation...for...

7) Lemme try to simplify. If you really LIKE a particular Tweet, and think your followers will too, and if you want to extend your reach by providing highest quality information and entertainment, then the Retweet With Comment is PERFECT! Remember, it is YOUR Tweet.

8) But, if what you want to do is support someone else, say ME, and MY project!, then what is needed is ever so much...LESS! Just two clicks, that's it. One of the Tweet symbol, and then the second on the one word "Retweet." And that's it. Done. But being me, I'll explain more.

9) For a Tweet to begin to have viral reach, the original Tweet itself has to be pushed forward, and then, a second wave of pushes has to turn into a third, with #2 larger than #1, and #3 larger than #2, etc. The only thing at Twitter that actually achieves that is Retweet.

10) So what benefit does the original Tweeter get from your Retweet With Comment? It's pretty significant. When someone hasn't heard of someone else, an introduction goes a long way. It states clearly, THERE BE VALUE HERE. I can't write a Scottish accent, sorry.

11) Beyond the introduction, there is what we might call segmentation. That is, who do you know that's interested in the same strange things you are? The more you Retweet With Comment, the more fellow travelers will come to associate you with that topic. That's a good thing.

12) But what about that "Like" thing? Yes, it is precisely 50% fewer clicks than Retweet, and therefore 200% (aka twice) as likely to occur. But, when we begin to play in the Twitter sandbox, we start to realize that bang for our click is not quite driven by ease.

13) So the answer to the vaunted question, "What's the single most leveraged click at Twitter?", is...that second click separating a Retweet from a Like. The second click's the one that does the trick. Ahem.

14) Still not done with the new demoted Like. It really is a good thing, and for a thread writer like me is almost equally important and here's how. The ONE Tweet most needing of the so-leveraged Retweet is the FIRST Tweet of any given thread.

15) Many, maybe even the majority of one's greatest supporters will often feel uncomfortable cluttering their follower's feeds with Retweets beyond the first Tweet, and that's fine! Insane supporters won't care, and will Retweet every one of the threads Tweets with abandon.

16) By the way, there is a school of thought that maintains that MORE Tweets is ALWAYS better than less. Not sure about that one, myself. But, I do like the fact that one can Retweet the FIRST Tweet and then one-click Like all the rest, if one wishes.

17) Now let's turn to all those other Tweets following the first, beyond the question of Liking them. I won't speak for other writers, but for myself, one of my goals is to slow your reading down, and explode the amount of thinking you do while you read my work.

18) So, what that means in terms of best thread reading is this. Make me EARN your attention over each Tweet. If I do a lousy job, drop me, boom. Be judgmental. But, especially on those Tweets that really grab you, cut loose! Like. Retweet. Retweet With Comment. Do all three!

19) Last point on this portion of our work. As you watch a thread you care about, pay most attention to the Retweet count as it rolls upward, you know, assuming it's rolling! There are other, super-advanced things we can discuss in the future. But for now...

20) For now remember, the most leveraged click on Twitter is the second one, where it takes two clicks for a Retweet, as opposed to only one for a Like. The more who follow you and who agree to make that investment, the closer to viral the threads you support will rise.

End.