Monday, November 17, 2014

The Devil’s in Even the Smallest Details

Two examples:

1. What works in social media doesn’t necessarily work in email.

According to Teddy Goff, who ran the first Obama campaign’s digital operations, the best subject lines emphasized fear (e.g., “I Will Be Outspent,” “Scary Number” and “Last Chance”), whereas the best social content emphasized hope and change.

2. How people find your content predicts how much they’ll read.

According to Nicholas Thompson, the top editor for, those who access New Yorker articles via the magazine’s Twitter channel finish reading more articles than those who arrive via non-New Yorker Twitter channels.