Bye 140, Hello 280

What is the Situation/Issue?

Tired of having to make grammatical errors in order to send a Tweet? Well, now you don’t have to! Twitter is changing the character limit on Tweets from 140 characters to 280. This is to allow users to express themselves better. What’s weird about Twitter changing the character count is they are only changing it for some languages. This is because languages like Korean, Chinese, and Japanese can write double the amount in one character as you can in languages like English, Portuguese, French, and Spanish. Twitter is testing this new system with about 5% of current users, mainly big companies. Many users are opposed to the bigger character count, because they like the simplicity and brevity of Twitter. Users don’t want to read too much to get the information they want, they like that Tweets are simple and to the point.

What did PR do?

PR assured users that although they too will miss the 140 characters, moving to 280 characters will still keep Tweets brief and constraint, while allowing people to share what they need to. It also allows users to not have to cut words, grammar, etc. out of their Tweets to fit the character limit. PR realized that the character limit was a frustrating aspect for users, so they are hoping to gain more users by increasing the character limit. PR said they have seen more people tweeting with their test run of 280 characters.

My Analysis

I think increasing the character limit is a really smart move for Twitter, because I personally believe the 140 character limit is annoying and frustrating. I think if Twitter had completely gotten rid of a character limit, they would have lost a lot of users, but they still kept the character limit short enough that people will express everything they need to while keeping their thoughts brief. I think 280 characters is a perfect limit and will attract more users. I also think its smart that they aren’t changing the character limit for all languages, and trying to make Twitter fair for users around the world. It shocks me how many people are disappointed that Twitter is changing the limit. I think a lot of people hate change, but Twitter’s PR is doing what they need to keep users interested, just like all social media platforms have to do once in a while.


Don’t Believe Every Picture You See

If your date says she traveled to Paris, you might not want to believe her. In March of 2017, Delta partnered with Tinder to create an international destination backdrop wall in New York City. These backdrops are called the “Delta Dating Wall”, designed for people to take selfies in front of, and post on their Tinder profiles.

The campaign’s purpose is to let the public know about Delta’s 130 international flights out of NYC. Another purpose of the campaign is to show the public, more specifically millennials, that traveling can look good on your dating profile and your passport. So what did Delta’s PR do to achieve this purpose? The main thing they did was partner with a popular company, Tinder, and come up with a creative hashtag, #DeltaDatingWall. This was a smart move because it helped the campaign gain attention over social media. In addition, Delta developed Snapchat filters to get their murals posted on multiple social media sites.

These murals weren’t just anywhere in New York City. PR placed these murals in a high traffic place to get as much attention as possible. Artists were hired to paint the murals, making each one unique and fun.

Since millennials love a good photo, Delta PR hosted an event where professional photographers took free photos of individuals in front of the backdrops. Delta also hired several local influencers (blogger types) to promote the campaign.

My one complaint about the campaign was how few murals there were, and how they were all located on one street in Brooklyn. I think had they dispersed the murals around other parts of New York City, the campaign would have gained more attention and recognition.

Overall, I thought the entire campaign was extremely creative. Delta’s PR team really kept their audience in mind when creating this campaign. Everything was targeted towards millennials and individuals who use online dating. Each detail was carefully thought out, and I especially loved how much they incorporated social media and local influencers to promote the campaign.