Lesson One: Calls to action work
The same motivators that work for direct marketing also work for social media. Our marketing channels and tools have changed, but the people who use them haven't. We are still moved to action by emotion, direction, and urgency. Adding calls to action consistently increased clicks, engagement, and sharing by up to 60%.
To test, I posted two content-sharing tweets one week apart. It is impossible to create a perfect A/B split test in social media. Day of the week and time of day are key factors in audience participation, so the test kept them consistent.
The first tweet included the title and link. The second include title, link, and call to action. The tweet with the call to action consistently outperformed the one without.