Teaser Tweets: Treat Them Like the Lede

As if researching, writing, and publishing a story isn’t enough work, we have to promote them, too. It’s easy enough with social media, especially if you have a social media guru in your newsroom. But it’s also easy to get caught click baiting on Twitter. Noam Cohen of The New York Times wrote about the Twitter account @HuffPoSpoilers this week, which tweets summaries of Huffington Post stories, which are usually tweeted with vigor — and lots of buzzwords. Often, the story isn’t as interesting as the tweet.