Twitter’s weekly newsletter

Twitter’s weekly newsletter





Twitter’s weekly newsletter


Tony Hallett
Managing director

Tony set up Collective Content in 2011 so brands can more easily become publishers and tell stories. This built on 15 years in media, from reporter to publishing director at Silicon Media Group, CNET Networks and CBS Interactive.

Should Twitter be sending you a newsletter?

That’s perhaps a bit like asking whether Tumblr or Facebook should have an editor-in-chief. (FWIW they both do.)

The argument against the whole newsletter thing goes: Twitter is a platform – why’s it getting all media on our ass?

Some have even question the use of email as a delivery platform, like it’s so 1990s or something. (Also FWIW, Collective Content is a big fan of emails, in particular well-crafted newsletters.)

And thirdly, some have combined the above points and criticised a service known for its directness and immediacy for backing something that is, well, curated and weekly.

Here’s a partial view of what Twitter sent me this week:

It might not be well-crafted – it isn’t poorly put together either – but it is clever. I haven’t dug deep but all the generated links cite contacts of Collective Content’s. The message appears to be: They liked this link, you might too.

Not a bad assumption. Plenty of social media successes use that persuasive tactic. Too many to name, in fact.

And pulling together links this way must surely qualify as collective content, which means we’re open-minded and hope it adds something long-term. (They’re certainly not dumping on ads or using it as a leadgen gateway. We doubt they’d do something that blunt.)

Or Twitter could kill it after a couple of weeks. Equally likely.

Follow us on Twitter – @ColContent
Need to know about events? Buy the e-book, Everything In Moderation: How to chair, moderate and otherwise lead events, by Collective Content (UK) founder Tony Hallett from