How to tweet ineffectively

Over the past month, I have monitored activity from three Twitter accounts: the official account of The George Washington University (@GWTweets), the official account of The George Washington University's Office of Undergraduate Admissions (@GWAdmissions) and the account of the Dean of Student Affairs and Vice Provost, Dr. Peter Konwerski (@GWPeterK).

Of the three, I have slowly concluded that the Office of Undergraduate Admissions uses their social media, specifically Twitter, in the least effective way. The Office of Undergraduate Admissions has such a limited role that is reflected in its use of social media. Its tweets do not get much interaction because it has a narrow scope of audience.

This was one of its recent tweets:

This tweet is specifically directed to prospective students currently in the middle of the college application process. It has a brief description of the image that is included with the tweet. However, the main focus is on the image and the tweet would be meaningless and useless if there was no attached photo. For this reason, it is very image-driven. The purpose is to inform prospective students that they can schedule an interview with the Office of Undergraduate Admissions, even if they do not live close of campus.

It is surprising that the Office of Undergraduate Admissions decided to disseminate this type of information in this manner, especially because the interview is not a required aspect of an application. There was no rush in tweeting this information (see paragraph below) and narrows the audience to just those applying to the University. It automatically excludes everyone else that may be just looking at going to The George Washington University. It can obviously be implied that the Office of Undergraduate Admissions assumes that their entire audience is comprised of prospective students since the tweet doesn't necessarily use a specific pronoun or subject.

It is a lot of information and people who are on Twitter are probably not trying to search for information regarding application interviews. Instead, they are trying to catch up on updates. Furthermore, the tweet was sent out in August 2013, several months before high school seniors really consider their applications. The interest may have been low, which the absence of Favorites and Retweets show.  It isn't content one would actively Favorite or Retweet either.

I think that this tweet is ineffective, especially on Twitter, because it focuses so heavily on the image. There was no link included where additional information can be found in a full-sized page. The image takes several clicks to open fully and may not be clear. However, it does allow for a better preview. Still, the narrow scope of the tweet and the difficulties the broader public may have relating to this renders the tweet ineffective, except to a very targeted audience that definitely did not perceive the tweet well.